Brandwave

How popular isVitality?

In September 2026, people searched for Vitality by name about 8,070 times in the United Kingdom, a 15.5% increase from the previous year. These searches made up 16.6% of all United Kingdom income protection provider searches, placing Vitality third out of six providers. When we asked both ChatGPT and Google AI Overviews about income protection providers, Vitality did not appear in any of the answers.

Search and AI answers in September 2026

Vitality is the third most searched of 6 competitors and not listed in any AI answer.

  1. AvivaShare of searches 36.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. Legal & GeneralShare of searches 20.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. VitalityShare of searches 16.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. LV=Share of searches 11%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  5. Royal LondonShare of searches 11%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd

+1 more

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Top income protection providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Vitality did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. LV=1st
  2. Royal London2nd
  3. Legal & General3rd
  4. Aviva4th
  5. Zurich5th
  6. Vitality–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aviva3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Legal & General2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LV=2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Royal London2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zurich1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vitality0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about income protection providers

5 answers

  • Asked ChatGPT

    “Who is the best income protection insurance provider in the UK?”

    1. 1Royal London
    2. 2LV=
    3. 3Aviva
    4. 4Legal & General

  • Asked ChatGPT

    “Which income protection policy should I get if I'm self-employed?”

    1. 1Aviva

  • Asked ChatGPT

    “Is income protection worth it, and which company is best?”

    1. 1LV=
    2. 2Legal & General
    3. 3Royal London
    4. 4Zurich
    5. 5Aviva

  • Searched Google, AI Overview

    “income protection insurance”

    1. Searched Google, AI Overview

      “income protection”

      Not named in any answer:

      Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

      Which income protection providers compete with Vitality?

      Vitality against income protection providers in the United Kingdom, by month

      Share of searches by month for Aviva, Legal & General, Vitality, LV=, Royal London, Zurich. The figures are in the table below the chart.

      View monthly share of searches table
      MonthAvivaLegal & GeneralVitalityLV=Royal LondonZurich
      Oct 202540.3%14.9%14.9%14.9%9.8%5.3%
      Nov 202537.1%13.7%16.9%13.7%11.1%7.4%
      Dec 202534.6%15.4%15.4%15.4%12.6%6.7%
      Jan 202633.8%15.3%15.3%18.7%10.1%6.8%
      Feb 202634.9%15.9%15.9%15.9%10.5%7%
      Mar 202632.7%18.1%18.1%14.8%9.8%6.5%
      Apr 202635.1%13%15.9%15.9%13%7%
      May 202638.9%14.4%14.4%14.4%11.7%6.3%
      Jun 202631.7%15.2%15.2%18.7%12.4%6.7%
      Jul 202638.9%14.4%14.4%14.4%11.7%6.3%
      Aug 202632.5%19.2%15.6%15.6%10.4%6.8%
      Sep 202636.5%20.2%16.6%11%11%4.8%

      1. 1.Aviva

        36.5%

        Held 1st. 1.3K estimated branded searches, +30% vs prior month. Share +4 points.

      2. 2.Legal & General

        20.2%

        Held 2nd. 720 estimated branded searches, +22% vs prior month. Share +1.1 points.

      3. 3.Vitality

        16.6%

        Moved from 4th to 3rd. 590 estimated branded searches, +22.9% vs prior month. Share +1 points.

      4. 4.LV=

        11%

        Moved from 3rd to 4th. 390 estimated branded searches, -18.8% vs prior month. Share -4.6 points.

      5. 5.Royal London

        11%

        Held 5th. 390 estimated branded searches, +21.9% vs prior month. Share +0.6 points.

      6. 6.Zurich

        4.8%

        Held 6th. 170 estimated branded searches, -19% vs prior month. Share -2 points.

      Aviva, Legal & General and Royal London sell other things too, so only their searches that name this product count here, like “aviva income protection”.

      Compare popularity between Vitality and its closest rivals

      Every comparison with Vitality

      17 comparisons

      How has branded search demand for Vitality changed in the United Kingdom over the last 12 months?

      4 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Vitality in the United Kingdom rose from 7K to 8.1K.
      • Across the 12 months ending September 2026, Vitality’s share of searches among income protection providers in the United Kingdom increased from 14.9% to 16.6%.
      • Across the 12 months ending September 2026, Vitality’s share of searches among income protection providers in the United Kingdom peaked at 18.1% in March 2026 and was lowest at 14.4% in May 2026.
      • Across the 12 months ending September 2026, Vitality rose from 4th to 3rd among income protection providers in the United Kingdom.

      How did search popularity change for United Kingdom income protection providers in September 2026?

      6 changes

      1. In September 2026, Vitality overtook LV= to rank 3rd among income protection providers in the United Kingdom, with 16.6% of the searches.

      2. In September 2026, Aviva gained share of searches among income protection providers in the United Kingdom, from 32.5% to 36.5%.

      3. In September 2026, Legal & General gained share of searches among income protection providers in the United Kingdom, from 19.2% to 20.2%.

      4. In September 2026, Royal London gained share of searches among income protection providers in the United Kingdom, from 10.4% to 11%.

      5. In September 2026, LV= lost share of searches among income protection providers in the United Kingdom, from 15.6% to 11%.

      6. In September 2026, Zurich lost share of searches among income protection providers in the United Kingdom, from 6.8% to 4.8%.

      How are Vitality’s branded searches counted?

      3 search terms

      Brandwave collects information about searches that people make online using Vitality’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

      • vitality dental
      • vitality income protection
      • vitality life insurance

      Do you work for Vitality? To request corrections or removal please contact us via our support page and we will be happy to assist.

      How the Brand Demand Index is measured

      Where does Vitality compete?

      Vitality is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Life insurance brands6th of 81.1%Show ranking
      Private health insurance providers6th of 82.8%Show ranking
      Dental plan providers4th of 72.7%Show ranking
      Income protection providers3rd of 616.6%Shown above
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      Is Vitality your brand?

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