Brandwave

How popular isZurich?

In September 2026, people searched for Zurich by name about 19,200 times in the United Kingdom, a 14.7% decrease from the previous year. These searches made up 3.3% of all United Kingdom life insurance brand searches, placing Zurich fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about life insurance brands, Zurich appeared in three of the five answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Zurich is the fourth most searched of 6 competitors and the fifth most recommended in AI answers.

  1. AvivaShare of searches 51.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Legal & GeneralShare of searches 28.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. Royal LondonShare of searches 15.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. ZurichShare of searches 3.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. VitalityShare of searches 1.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top life insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Zurich was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Zurich is the fifth most recommended of the six.

Most recommended by AI

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

  1. Aviva1st
  2. Legal & General2nd
  3. Royal London3rd
  4. Vitality4th
  5. Zurich5th
  6. LV=6th

Mentioned by AI

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

  • Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Legal & General5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Royal London4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zurich3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vitality2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LV=2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about life insurance brands

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.

Which life insurance brands compete with Zurich?

Zurich against life insurance brands in the United Kingdom, by month

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

View monthly share of searches table
MonthAvivaLegal & GeneralRoyal LondonZurichVitalityLV=
Oct 202551.5%28.5%15.4%3.2%0.76%0.62%
Nov 202549.6%27.6%18.1%3.2%0.89%0.59%
Dec 202556.3%25.6%13.9%2.8%0.82%0.54%
Jan 202650.9%28.2%15.2%3.8%1.1%0.75%
Feb 202655.8%25.4%13.7%3.4%1%0.67%
Mar 202651.4%28.5%15.4%3.1%0.92%0.62%
Apr 202649.3%27.4%18%3.6%1.1%0.72%
May 202647%31.8%17.2%2.5%0.84%0.69%
Jun 202656.4%25.7%13.9%2.4%1%0.67%
Jul 202651.6%28.6%15.5%2.6%1.1%0.62%
Aug 202651.7%28.7%15.5%2.3%1.1%0.62%
Sep 202651.1%28.4%15.4%3.3%1.1%0.75%

  1. 1.Aviva

    51.1%

    Held 1st. 301K estimated branded searches, 0% vs prior month. Share -0.6 points.

  2. 2.Legal & General

    28.4%

    Held 2nd. 167K estimated branded searches, +0.3% vs prior month. Share -0.3 points.

  3. 3.Royal London

    15.4%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Zurich

    3.3%

    Held 4th. 19.2K estimated branded searches, +42.2% vs prior month. Share +0.9 points.

  5. 5.Vitality

    1.1%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.LV=

    0.75%

    Held 6th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

Compare popularity between Zurich and its closest rivals

Every comparison with Zurich

5 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Zurich in the United Kingdom fell from 22.5K to 19.2K.
  • Across the 12 months ending September 2026, Zurich’s share of searches among life insurance brands in the United Kingdom peaked at 3.8% in January 2026 and was lowest at 2.3% in August 2026.

How did search popularity change for United Kingdom life insurance brands in September 2026?

5 changes

  1. In September 2026, Zurich gained share of searches among life insurance brands in the United Kingdom, from 2.3% to 3.3%.

  2. In September 2026, Aviva lost share of searches among life insurance brands in the United Kingdom, from 51.7% to 51.1%.

  3. 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.

  4. Estimated monthly branded searches for Legal & General in the United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.

  5. Estimated monthly branded searches for Royal London in the United Kingdom fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.

How are Zurich’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Zurich’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.

  • zurich insurance
  • zurich life insurance

Do you work for Zurich? 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

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