How popular isVitality?
In September 2026, people searched for Vitality by name about 6,600 times in the United Kingdom, a 22.2% increase from the previous year. These searches made up 2.8% of all United Kingdom private health insurance provider searches, placing Vitality sixth out of eight providers. When we asked both ChatGPT and Google AI Overviews about private health insurance providers, Vitality appeared in four of the five answers and was the fifth most recommended of the eight.
Vitality is the sixth most searched of 8 competitors and the fifth most recommended in AI answers.
BupaShare of searches 46%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AXAShare of searches 24.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Benenden HealthShare of searches 13.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
AvivaShare of searches 6.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
VitalityShare of searches 2.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
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Top private health insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Vitality was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Vitality is the fifth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bupa1st
WPA2nd- AXA3rd
- Aviva4th
- Vitality5th
- Benenden Health6th
National Friendly–
Freedom Health Insurance–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bupa5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AXA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Vitality4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- WPA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Benenden Health2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- National Friendly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Freedom Health Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about private health insurance providers
5 answers
Asked ChatGPT
“What's the best private health insurance in the UK?”
Asked ChatGPT
“Which private medical insurance provider should I choose?”
Asked ChatGPT
“Who are the best private health insurance providers in the UK?”
Searched Google, AI Overview
“private medical insurance”
Searched Google, AI Overview
“private health insurance”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Which private health insurance providers compete with Vitality?
Share of searches by month for Bupa, AXA, Benenden Health, Aviva, WPA, Vitality. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bupa | AXA | Benenden Health | Aviva | WPA | Vitality | National Friendly | Freedom Health Insurance |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.6% | 23.9% | 16.8% | 6.1% | 3.7% | 2.2% | 1.2% | 0.37% |
| Nov 2025 | 46.5% | 23.7% | 17.1% | 5.1% | 3.8% | 2.3% | 1% | 0.37% |
| Dec 2025 | 47.6% | 24.8% | 14.3% | 6.4% | 3.3% | 2.3% | 1% | 0.38% |
| Jan 2026 | 47.6% | 24.8% | 14.3% | 5.2% | 3.9% | 2.9% | 1% | 0.31% |
| Feb 2026 | 43.4% | 27.1% | 16% | 5.8% | 3.6% | 2.6% | 1.1% | 0.35% |
| Mar 2026 | 48.1% | 24.5% | 14.4% | 5.3% | 3.7% | 2.4% | 1.3% | 0.31% |
| Apr 2026 | 45.1% | 28.1% | 13.6% | 5% | 4.3% | 2.7% | 0.98% | 0.3% |
| May 2026 | 46.7% | 29.2% | 11.5% | 5.1% | 3.8% | 2.3% | 1% | 0.31% |
| Jun 2026 | 45.9% | 28.6% | 11.3% | 5% | 4.6% | 2.8% | 1.5% | 0.3% |
| Jul 2026 | 48.4% | 25.4% | 11.9% | 5.3% | 4.5% | 2.9% | 1.3% | 0.26% |
| Aug 2026 | 44.1% | 27.3% | 13.2% | 5.9% | 4.6% | 3.2% | 1.4% | 0.29% |
| Sep 2026 | 46% | 24.9% | 13.8% | 6.2% | 4.5% | 2.8% | 1.5% | 0.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46% | 110K | +21.5% | +2 points | |
| 2, held 2nd | 24.9% | 59.4K | +5.9% | -2.5 points | |
| 3, held 3rd | 13.8% | 33.1K | +22.1% | +0.7 points | |
| 4, held 4th | 6.2% | 14.8K | +22.3% | +0.3 points | |
| 5, held 5th | 4.5% | 10.8K | +13.7% | -0.1 points | |
| 6, held 6th | 2.8% | 6.6K | 0% | -0.5 points | |
| 7, held 7th | 1.5% | 3.6K | +24.1% | +0.1 points | |
| 8, held 8th | 0.3% | 720 | +22% | 0 points |
1.
Bupa46%
Held 1st. 110K estimated branded searches, +21.5% vs prior month. Share +2 points.
2.
AXA24.9%
Held 2nd. 59.4K estimated branded searches, +5.9% vs prior month. Share -2.5 points.
13.8%
Held 3rd. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.7 points.
4.
Aviva6.2%
Held 4th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.3 points.
5.
WPA4.5%
Held 5th. 10.8K estimated branded searches, +13.7% vs prior month. Share -0.1 points.
6.
Vitality2.8%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share -0.5 points.
1.5%
Held 7th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.1 points.
0.3%
Held 8th. 720 estimated branded searches, +22% vs prior month. Share 0 points.
Compare popularity between Vitality and its closest rivals
Every comparison with Vitality
11 comparisons
How has branded search demand for Vitality changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Vitality in the United Kingdom rose from 5.4K to 6.6K.
- Across the 12 months ending September 2026, Vitality’s share of searches among private health insurance providers in the United Kingdom increased from 2.2% to 2.8%.
How did search popularity change for United Kingdom private health insurance providers in September 2026?
6 changes
In September 2026, Bupa gained share of searches among private health insurance providers in the United Kingdom, from 44.1% to 46%.
In September 2026, Benenden Health gained share of searches among private health insurance providers in the United Kingdom, from 13.2% to 13.8%.
In September 2026, AXA lost share of searches among private health insurance providers in the United Kingdom, from 27.3% to 24.9%.
Aviva’s share of searches among private health insurance providers in the United Kingdom has gained ground for 3 months in a row, from 5% to 6.2% in September 2026.
Estimated monthly branded searches for National Friendly in the United Kingdom rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
Estimated monthly branded searches for Vitality in the United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
How are Vitality’s branded searches counted?
1 search term
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.
- vitality life insurance
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Where does Vitality compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Life insurance brands | 5th of 6 | 1.1% | Show ranking |
| Private health insurance providers | 6th of 8 | 2.8% | Shown above |
Is Vitality your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.