Aviva vs Legal & General:Which is more popular?
In September 2026, Legal & General had more branded searches than Aviva among equity release providers in the United Kingdom. Legal & General had about 1,900 branded searches, while Aviva had 1,600. Legal & General made up 19.3% of all equity release provider searches we track, and Aviva accounted for 16.2%. When we asked ChatGPT and Google AI Overviews about equity release providers, Aviva appeared in three of the four answers and Legal & General in two. Aviva was mentioned before Legal & General in every answer.
Who do people search for more?
Legal & General, about 19% more searches than Aviva
Who does AI mention more?
Aviva, mentioned in 3 of 4 answers, Legal & General in 2
Who does AI recommend more?
Aviva, named ahead of Legal & General in every answer
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Top equity release providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Aviva was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Legal & General was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Aviva was listed before Legal & General in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Aviva1st
- Legal & General2nd
Pure Retirement2nd
Canada Life4th
more2life5th
LV=6th
Age Partnership–
Key–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- 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?”
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”
- 1Key
- 1
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Aviva or Legal & General more popular in search?
This chart shows how often people search Google for Aviva and Legal & General 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 by month for Legal & General, Aviva. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
Legal & General and Aviva sell other things too, so only their searches that name this product count here, like “legal and general equity release”.
How has the Aviva and Legal & General comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Legal & General took it in September 2026.
- Across the 12 months ending September 2026, Aviva’s share of searches among equity release providers in the United Kingdom moved from 17.6% to 16.2%, and its estimated monthly branded searches held steady at 1.6K.
- Across the 12 months ending September 2026, Legal & General’s share of searches among equity release providers in the United Kingdom moved from 11% to 19.3%, and its estimated monthly branded searches moved from 1K to 1.9K.
How did search popularity change for United Kingdom equity release providers in September 2026?
2 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, Aviva lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Aviva’s and Legal & General’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Aviva
1 branded search term
- aviva equity release
Legal & General
1 branded search term
- legal and general equity release
Other head-to-heads among equity release providers
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