--- title: "Equity release providers in the United Kingdom: Which are searched most?" description: "Compare the lenders and advisers homeowners in the UK use to release equity from their home. Share of Search among Legal & General, Aviva, more2life, Pure Retirement, Age Partnership, Key, LV= and Canada Life, the equity release providers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/categories/uk-equity-release-providers" publisher: "Brandwave" --- # Equity release providers in the United Kingdom: Which are searched most? Compare the lenders and advisers homeowners in the UK use to release equity from their home. Share of Search among Legal & General, Aviva, more2life, Pure Retirement, Age Partnership, Key, LV= and Canada Life, the equity release providers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: Equity release providers - **Market**: United Kingdom - **Brands compared**: 8 - **Month measured**: Sep 2026 - **Highest Share of Search**: Legal & General, 19.3% ## Which brand is most popular in search among equity release providers in the United Kingdom? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aviva | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Legal & General | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Pure Retirement | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Canada Life | 4th | 3 of 3 | 0 of 1 | 3 of 4 | | more2life | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | LV= | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | Age Partnership | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Key | Not ranked | 0 of 3 | 1 of 1 | 1 of 4 | ## Every AI answer about equity release providers - Asked ChatGPT "Who are the best equity release providers in the UK?": 1. Aviva, 2. Legal & General, 3. Canada Life, 4. Pure Retirement, 5. more2life, 6. LV= - Asked ChatGPT "Is equity release a good idea, and which company should I use?": 1. Aviva, 2. Legal & General, 3. Canada Life - Asked ChatGPT "Which equity release lenders have the lowest interest rates?": 1. Pure Retirement, 2. Aviva, 3. more2life, 4. Canada Life - Searched Google, AI Overview "equity release": 1. Key Not named in any answer: Age Partnership. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## Compare search popularity between leading brands - [Legal & General vs Aviva: compare search popularity](/demand/uk/compare/aviva-vs-legal-general): 19.3% against 16.2% Share of Search. - [Legal & General vs more2life: compare search popularity](/demand/uk/compare/legal-general-vs-more2life): 19.3% against 16.2% Share of Search. - [Legal & General vs Pure Retirement: compare search popularity](/demand/uk/compare/legal-general-vs-pure-retirement): 19.3% against 16.2% Share of Search. - [Legal & General vs Age Partnership: compare search popularity](/demand/uk/compare/age-partnership-vs-legal-general): 19.3% against 13.2% Share of Search. - [Aviva vs more2life: compare search popularity](/demand/uk/compare/aviva-vs-more2life): 16.2% Share of Search each. - [Aviva vs Pure Retirement: compare search popularity](/demand/uk/compare/aviva-vs-pure-retirement): 16.2% Share of Search each. - [Aviva vs Age Partnership: compare search popularity](/demand/uk/compare/age-partnership-vs-aviva): 16.2% against 13.2% Share of Search. - [more2life vs Pure Retirement: compare search popularity](/demand/uk/compare/more2life-vs-pure-retirement): 16.2% Share of Search each. - [more2life vs Age Partnership: compare search popularity](/demand/uk/compare/age-partnership-vs-more2life): 16.2% against 13.2% Share of Search. - [Pure Retirement vs Age Partnership: compare search popularity](/demand/uk/compare/age-partnership-vs-pure-retirement): 16.2% against 13.2% Share of Search. ## How did search popularity change for United Kingdom equity release providers in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Legal & General | 19.3% | 1.9K | +90.0% | Legal & General | | 2 | Aviva | 16.2% | 1.6K | 0.0% | Aviva | | 3 | more2life | 16.2% | 1.6K | -15.8% | more2life | | 4 | Pure Retirement | 16.2% | 1.6K | 0.0% | Pure Retirement | | 5 | Age Partnership | 13.2% | 1.3K | 0.0% | Age Partnership | | 6 | Key | 13.2% | 1.3K | 0.0% | Key Group | | 7 | LV= | 4% | 390 | +21.9% | Liverpool Victoria | | 8 | Canada Life | 1.7% | 170 | 0.0% | Canada Life | Legal & General and Aviva sell other things too, so only their searches that name this product count here, like “legal and general equity release”. ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Age Partnership | 1.6K | 17.6% | 1 | | Oct 2025 | Aviva | 1.6K | 17.6% | 2 | | Oct 2025 | more2life | 1.6K | 17.6% | 3 | | Oct 2025 | Pure Retirement | 1.6K | 17.6% | 4 | | Oct 2025 | Key | 1K | 11% | 5 | | Oct 2025 | Legal & General | 1K | 11% | 6 | | Oct 2025 | LV= | 390 | 4.3% | 7 | | Oct 2025 | Canada Life | 320 | 3.5% | 8 | | Nov 2025 | Age Partnership | 1.3K | 18.2% | 1 | | Nov 2025 | Aviva | 1.3K | 18.2% | 2 | | Nov 2025 | more2life | 1.3K | 18.2% | 3 | | Nov 2025 | Pure Retirement | 1.3K | 18.2% | 4 | | Nov 2025 | Key | 880 | 12.3% | 5 | | Nov 2025 | Legal & General | 590 | 8.2% | 6 | | Nov 2025 | LV= | 320 | 4.5% | 7 | | Nov 2025 | Canada Life | 170 | 2.4% | 8 | | Dec 2025 | more2life | 1.3K | 21.1% | 1 | | Dec 2025 | Age Partnership | 1K | 16.3% | 2 | | Dec 2025 | Key | 1K | 16.3% | 3 | | Dec 2025 | Pure Retirement | 1K | 16.3% | 4 | | Dec 2025 | Aviva | 880 | 14.3% | 5 | | Dec 2025 | Legal & General | 590 | 9.6% | 6 | | Dec 2025 | LV= | 210 | 3.4% | 7 | | Dec 2025 | Canada Life | 170 | 2.8% | 8 | | Jan 2026 | Key | 2.4K | 21.5% | 1 | | Jan 2026 | more2life | 1.9K | 17.1% | 2 | | Jan 2026 | Pure Retirement | 1.9K | 17.1% | 3 | | Jan 2026 | Age Partnership | 1.6K | 14.4% | 4 | | Jan 2026 | Aviva | 1.6K | 14.4% | 5 | | Jan 2026 | Legal & General | 1K | 9% | 6 | | Jan 2026 | LV= | 480 | 4.3% | 7 | | Jan 2026 | Canada Life | 260 | 2.3% | 8 | | Feb 2026 | Key | 1.9K | 19.7% | 1 | | Feb 2026 | Aviva | 1.6K | 16.6% | 2 | | Feb 2026 | more2life | 1.6K | 16.6% | 3 | | Feb 2026 | Pure Retirement | 1.6K | 16.6% | 4 | | Feb 2026 | Age Partnership | 1.3K | 13.5% | 5 | | Feb 2026 | Legal & General | 1K | 10.4% | 6 | | Feb 2026 | LV= | 390 | 4% | 7 | | Feb 2026 | Canada Life | 260 | 2.7% | 8 | | Mar 2026 | Key | 2.4K | 21.4% | 1 | | Mar 2026 | more2life | 1.9K | 17% | 2 | | Mar 2026 | Age Partnership | 1.6K | 14.3% | 3 | | Mar 2026 | Aviva | 1.6K | 14.3% | 4 | | Mar 2026 | Pure Retirement | 1.6K | 14.3% | 5 | | Mar 2026 | Legal & General | 1.3K | 11.6% | 6 | | Mar 2026 | LV= | 480 | 4.3% | 7 | | Mar 2026 | Canada Life | 320 | 2.9% | 8 | | Apr 2026 | Aviva | 1.9K | 18.8% | 1 | | Apr 2026 | Key | 1.9K | 18.8% | 2 | | Apr 2026 | Age Partnership | 1.6K | 15.9% | 3 | | Apr 2026 | more2life | 1.6K | 15.9% | 4 | | Apr 2026 | Pure Retirement | 1.6K | 15.9% | 5 | | Apr 2026 | Legal & General | 880 | 8.7% | 6 | | Apr 2026 | LV= | 390 | 3.9% | 7 | | Apr 2026 | Canada Life | 210 | 2.1% | 8 | | May 2026 | Key | 1.9K | 19.9% | 1 | | May 2026 | Age Partnership | 1.6K | 16.8% | 2 | | May 2026 | more2life | 1.6K | 16.8% | 3 | | May 2026 | Pure Retirement | 1.6K | 16.8% | 4 | | May 2026 | Aviva | 1.3K | 13.6% | 5 | | May 2026 | Legal & General | 880 | 9.2% | 6 | | May 2026 | LV= | 390 | 4.1% | 7 | | May 2026 | Canada Life | 260 | 2.7% | 8 | | Jun 2026 | Age Partnership | 1.6K | 17.3% | 1 | | Jun 2026 | Aviva | 1.6K | 17.3% | 2 | | Jun 2026 | Key | 1.6K | 17.3% | 3 | | Jun 2026 | more2life | 1.6K | 17.3% | 4 | | Jun 2026 | Pure Retirement | 1.6K | 17.3% | 5 | | Jun 2026 | Legal & General | 720 | 7.8% | 6 | | Jun 2026 | LV= | 320 | 3.5% | 7 | | Jun 2026 | Canada Life | 210 | 2.3% | 8 | | Jul 2026 | Aviva | 1.6K | 19.4% | 1 | | Jul 2026 | more2life | 1.6K | 19.4% | 2 | | Jul 2026 | Age Partnership | 1.3K | 15.8% | 3 | | Jul 2026 | Pure Retirement | 1.3K | 15.8% | 4 | | Jul 2026 | Key | 1K | 12.1% | 5 | | Jul 2026 | Legal & General | 880 | 10.7% | 6 | | Jul 2026 | LV= | 390 | 4.7% | 7 | | Jul 2026 | Canada Life | 170 | 2.1% | 8 | | Aug 2026 | more2life | 1.9K | 20.7% | 1 | | Aug 2026 | Aviva | 1.6K | 17.4% | 2 | | Aug 2026 | Pure Retirement | 1.6K | 17.4% | 3 | | Aug 2026 | Age Partnership | 1.3K | 14.1% | 4 | | Aug 2026 | Key | 1.3K | 14.1% | 5 | | Aug 2026 | Legal & General | 1K | 10.9% | 6 | | Aug 2026 | LV= | 320 | 3.5% | 7 | | Aug 2026 | Canada Life | 170 | 1.8% | 8 | | Sep 2026 | Legal & General | 1.9K | 19.3% | 1 | | Sep 2026 | Aviva | 1.6K | 16.2% | 2 | | Sep 2026 | more2life | 1.6K | 16.2% | 3 | | Sep 2026 | Pure Retirement | 1.6K | 16.2% | 4 | | Sep 2026 | Age Partnership | 1.3K | 13.2% | 5 | | Sep 2026 | Key | 1.3K | 13.2% | 6 | | Sep 2026 | LV= | 390 | 4% | 7 | | Sep 2026 | Canada Life | 170 | 1.7% | 8 | ## What is being compared - **Age Partnership**: Measured on the search term “age partnership”. - **Aviva**: Measured on the search term “aviva equity release”. - **Canada Life**: Measured on the search term “canada life equity release”. - **Key**: Measured on the search term “key equity release”. - **Legal & General**: Measured on the search term “legal and general equity release”. - **LV=**: Measured on the search term “lv equity release”. - **more2life**: Measured on the search term “more2life”. - **Pure Retirement**: Measured on the search term “pure retirement”. - [Age Partnership](/demand/uk/brands/age-partnership) - [Aviva](/demand/uk/brands/aviva) - [Canada Life](/demand/uk/brands/canada-life-uk) - [Key](/demand/uk/brands/key-later-life) - [Legal & General](/demand/uk/brands/legal-general) - [LV=](/demand/uk/brands/lv-insurance) - [more2life](/demand/uk/brands/more2life) - [Pure Retirement](/demand/uk/brands/pure-retirement) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among equity release providers in the United Kingdom? 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. ## Cite this page Brandwave. "Equity release providers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-equity-release-providers This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-equity-release-providers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.