How popular isVitality in search?
In September 2026, there were an estimated 6.6K branded searches for Vitality in United Kingdom which is up 22.2% over the last 12 months. Vitality holds 1.2% estimated Share of Search among United Kingdom life insurance brands and is ranked 4th of 4 competitors for search popularity.
Aviva53.2%
Legal & General29.6%
Royal London16%
Vitality1.2%
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Which life insurance brands compete with Vitality?
Share of Search by month for Aviva, Legal & General, Royal London, Vitality. The figures are in the table below the chart.
View monthly share of search table
| Month | Aviva | Legal & General | Royal London | Vitality |
|---|---|---|---|---|
| Oct 2025 | 53.5% | 29.7% | 16% | 0.79% |
| Nov 2025 | 51.6% | 28.7% | 18.8% | 0.92% |
| Dec 2025 | 58.3% | 26.5% | 14.3% | 0.85% |
| Jan 2026 | 53.3% | 29.6% | 15.9% | 1.2% |
| Feb 2026 | 58.1% | 26.5% | 14.3% | 1% |
| Mar 2026 | 53.4% | 29.6% | 16% | 0.96% |
| Apr 2026 | 51.5% | 28.6% | 18.8% | 1.1% |
| May 2026 | 48.5% | 32.9% | 17.7% | 0.87% |
| Jun 2026 | 58.2% | 26.5% | 14.3% | 1% |
| Jul 2026 | 53.3% | 29.5% | 16% | 1.2% |
| Aug 2026 | 53.3% | 29.5% | 16% | 1.2% |
| Sep 2026 | 53.2% | 29.6% | 16% | 1.2% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.2% | 301K | 0% | 0 points | |
| 2, held 2nd | 29.6% | 167K | +0.3% | +0.1 points | |
| 3, held 3rd | 16% | 90.5K | 0% | 0 points | |
| 4, held 4th | 1.2% | 6.6K | 0% | 0 points |
1.
Aviva53.2%
Held 1st. 301K estimated branded searches, 0% vs prior month. Share 0 points.
29.6%
Held 2nd. 167K estimated branded searches, +0.3% vs prior month. Share +0.1 points.
16%
Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.
4.
Vitality1.2%
Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Vitality and its closest rivals
Every comparison with Vitality
3 comparisons
How has branded search demand for Vitality changed in United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Vitality in United Kingdom rose from 5.4K to 6.6K.
- Across the 12 months ending September 2026, Vitality’s estimated Share of Search among life insurance brands in United Kingdom held steady, from 0.79% to 1.2%.
How did search popularity change for United Kingdom life insurance brands in September 2026?
4 changes
Estimated monthly branded searches for Vitality in United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
Estimated monthly branded searches for Aviva in United Kingdom fell 18.2% over 12 measured months, from 368K to 301K in September 2026.
Estimated monthly branded searches for Legal & General in United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.
Estimated monthly branded searches for Royal London in United Kingdom fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.
How is Vitality measured?
Brandwave collects information about searches that people make online using Vitality’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- vitality life insurance
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