Equity release providers in the United Kingdom:Which are most popular?

Name: Equity release providers in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Legal & General was the most searched equity release provider in the United Kingdom, accounting for 19.3% of all searches among the eight providers we track. When we checked with ChatGPT and Google AI Overviews, Aviva and Canada Life were mentioned most often, in three of the four answers. Aviva was recommended most often, coming first in two out of three responses that gave a list.

Follow equity release providers and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Top equity release providers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Aviva and Canada Life were mentioned most often, in three of the four answers. Aviva was recommended most often, coming first in two out of three answers that gave a list. Legal & General and Pure Retirement tied for second. Age Partnership, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Aviva	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Canada Life	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Legal & General	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
more2life	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Pure Retirement	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Key	Named in 0 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	1 of 4
LV=	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Age Partnership	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

Aviva3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Canada Life3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Legal & General2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
more2life2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Pure Retirement2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Key1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
LV=1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Age Partnership0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about equity release providers

4 answers

Asked ChatGPT
“Who are the best equity release providers in the UK?”
1. 1Aviva
2. 2Legal & General
3. 3Canada Life
4. 4Pure Retirement
5. 5more2life
6. 6LV=
Asked ChatGPT
“Is equity release a good idea, and which company should I use?”
Asked ChatGPT
“Which equity release lenders have the lowest interest rates?”
Searched Google, AI Overview
“equity release”
1. 1Key

Not named in any answer:

Age Partnership

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

Which equity release providers do people search for most?

This chart shows how often people search Google for each equity release provider by name. Each line represents a brand's share of searches for all eight equity release providers we track, month by month, from searches in United Kingdom.

Share of searches among equity release providers in the United Kingdom, by month

Month	Legal & General	Aviva	more2life	Pure Retirement	Age Partnership	Key	LV=	Canada Life
Oct 2025	11%	17.6%	17.6%	17.6%	17.6%	11%	4.3%	3.5%
Nov 2025	8.2%	18.2%	18.2%	18.2%	18.2%	12.3%	4.5%	2.4%
Dec 2025	9.6%	14.3%	21.1%	16.3%	16.3%	16.3%	3.4%	2.8%
Jan 2026	9%	14.4%	17.1%	17.1%	14.4%	21.5%	4.3%	2.3%
Feb 2026	10.4%	16.6%	16.6%	16.6%	13.5%	19.7%	4%	2.7%
Mar 2026	11.6%	14.3%	17%	14.3%	14.3%	21.4%	4.3%	2.9%
Apr 2026	8.7%	18.8%	15.9%	15.9%	15.9%	18.8%	3.9%	2.1%
May 2026	9.2%	13.6%	16.8%	16.8%	16.8%	19.9%	4.1%	2.7%
Jun 2026	7.8%	17.3%	17.3%	17.3%	17.3%	17.3%	3.5%	2.3%
Jul 2026	10.7%	19.4%	19.4%	15.8%	15.8%	12.1%	4.7%	2.1%
Aug 2026	10.9%	17.4%	20.7%	17.4%	14.1%	14.1%	3.5%	1.8%
Sep 2026	19.3%	16.2%	16.2%	16.2%	13.2%	13.2%	4%	1.7%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, moved from 6th to 1st	Legal & General	19.3%	1.9K	+90%	+8.4 pointsmoved from 6th to 1st
2, held 2nd	Aviva	16.2%	1.6K	0%	-1.2 points
3, moved from 1st to 3rd	more2life	16.2%	1.6K	-15.8%	-4.4 pointsmoved from 1st to 3rd
4, moved from 3rd to 4th	Pure Retirement	16.2%	1.6K	0%	-1.2 pointsmoved from 3rd to 4th
5, moved from 4th to 5th	Age Partnership	13.2%	1.3K	0%	-1 pointsmoved from 4th to 5th
6, moved from 5th to 6th	Key	13.2%	1.3K	0%	-1 pointsmoved from 5th to 6th
7, held 7th	LV=	4%	390	+21.9%	+0.5 points
8, held 8th	Canada Life	1.7%	170	0%	-0.1 points

1.Legal & General
19.3%
Moved from 6th to 1st. 1.9K estimated branded searches, +90% vs prior month. Share +8.4 points.
2.Aviva
16.2%
Held 2nd. 1.6K estimated branded searches, 0% vs prior month. Share -1.2 points.
3.more2life
16.2%
Moved from 1st to 3rd. 1.6K estimated branded searches, -15.8% vs prior month. Share -4.4 points.
4.Pure Retirement
16.2%
Moved from 3rd to 4th. 1.6K estimated branded searches, 0% vs prior month. Share -1.2 points.
5.Age Partnership
13.2%
Moved from 4th to 5th. 1.3K estimated branded searches, 0% vs prior month. Share -1 points.
6.Key
13.2%
Moved from 5th to 6th. 1.3K estimated branded searches, 0% vs prior month. Share -1 points.
7.LV=
4%
Held 7th. 390 estimated branded searches, +21.9% vs prior month. Share +0.5 points.
8.Canada Life
1.7%
Held 8th. 170 estimated branded searches, 0% vs prior month. Share -0.1 points.

Legal & General and Aviva sell other things too, so only their searches that name this product count here, like “legal and general equity release”.

Which brand is most popular in search among equity release providers in the United Kingdom?

8 brands

In September 2026, Legal & General was the most searched among equity release providers in the United Kingdom, with an estimated 1.9K branded searches, 19.3% of all searches for the eight we track. Aviva is in 2nd place, 3 percentage points behind at 16.2%.

United Kingdom equity release providers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Legal & General	11% → 19.3%	19.3%Sep 2026	7.8%Jun 2026	6th → 1st
Aviva	17.6% → 16.2%	19.4%Jul 2026	13.6%May 2026	2nd
more2life	17.6% → 16.2%	21.1%Dec 2025	15.9%Apr 2026	3rd
Pure Retirement	17.6% → 16.2%	18.2%Nov 2025	14.3%Mar 2026	4th
Age Partnership	17.6% → 13.2%	18.2%Nov 2025	13.2%Sep 2026	1st → 5th
Key	11% → 13.2%	21.5%Jan 2026	11%Oct 2025	5th → 6th
LV=	4.3% → 4%	4.7%Jul 2026	3.4%Dec 2025	7th
Canada Life	3.5% → 1.7%	3.5%Oct 2025	1.7%Sep 2026	8th

Each finding as a sentence

Across the 12 months ending September 2026, Legal & General’s share of searches among equity release providers in the United Kingdom increased from 11% to 19.3%.
Across the 12 months ending September 2026, Aviva’s share of searches among equity release providers in the United Kingdom decreased from 17.6% to 16.2%.
Across the 12 months ending September 2026, more2life’s share of searches among equity release providers in the United Kingdom decreased from 17.6% to 16.2%.
Across the 12 months ending September 2026, Pure Retirement’s share of searches among equity release providers in the United Kingdom decreased from 17.6% to 16.2%.
Across the 12 months ending September 2026, Age Partnership’s share of searches among equity release providers in the United Kingdom decreased from 17.6% to 13.2%.
Across the 12 months ending September 2026, Key’s share of searches among equity release providers in the United Kingdom increased from 11% to 13.2%.
Across the 12 months ending September 2026, Canada Life’s share of searches among equity release providers in the United Kingdom decreased from 3.5% to 1.7%.
Across the 12 months ending September 2026, Legal & General’s share of searches among equity release providers in the United Kingdom peaked at 19.3% in September 2026 and was lowest at 7.8% in June 2026.
Across the 12 months ending September 2026, Aviva’s share of searches among equity release providers in the United Kingdom peaked at 19.4% in July 2026 and was lowest at 13.6% in May 2026.
Across the 12 months ending September 2026, more2life’s share of searches among equity release providers in the United Kingdom peaked at 21.1% in December 2025 and was lowest at 15.9% in April 2026.
Across the 12 months ending September 2026, Pure Retirement’s share of searches among equity release providers in the United Kingdom peaked at 18.2% in November 2025 and was lowest at 14.3% in March 2026.
Across the 12 months ending September 2026, Age Partnership’s share of searches among equity release providers in the United Kingdom peaked at 18.2% in November 2025 and was lowest at 13.2% in September 2026.
Across the 12 months ending September 2026, Key’s share of searches among equity release providers in the United Kingdom peaked at 21.5% in January 2026 and was lowest at 11% in October 2025.
Across the 12 months ending September 2026, LV=’s share of searches among equity release providers in the United Kingdom peaked at 4.7% in July 2026 and was lowest at 3.4% in December 2025.
Across the 12 months ending September 2026, Legal & General rose from 6th to 1st among equity release providers in the United Kingdom.
Across the 12 months ending September 2026, Age Partnership fell from 1st to 5th among equity release providers in the United Kingdom.
Across the 12 months ending September 2026, Key fell from 5th to 6th among equity release providers in the United Kingdom.
Across the 12 months ending September 2026, LV= held steady: its share of searches among equity release providers in the United Kingdom moved less than 0.5 percentage points.

How did search popularity change for United Kingdom equity release providers in September 2026?

7 changes

In September 2026, Legal & General overtook more2life and 4 others to become the leader among equity release providers in the United Kingdom, with 19.3% of the searches.
In September 2026, more2life lost share of searches among equity release providers in the United Kingdom, from 20.7% to 16.2%.
In September 2026, Aviva lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%.
In September 2026, Pure Retirement lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%.
In September 2026, Age Partnership lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.
In September 2026, Key lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.
Canada Life’s share of searches among equity release providers in the United Kingdom has lost ground for 3 months in a row, from 2.3% to 1.7% in September 2026.

How are branded searches counted for equity release providers?

8 search terms

Each brand's share of searches among equity release providers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.