--- title: "Aviva vs Legal & General: Which is searched more in the United Kingdom?" description: "Is Aviva or Legal & General more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Equity release providers set in the United Kingdom. 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/compare/aviva-vs-legal-general" publisher: "Brandwave" --- # Aviva vs Legal & General: Which is searched more in the United Kingdom? Is Aviva or Legal & General more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Equity release providers set in the United Kingdom. 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 - **Compared**: Aviva and Legal & General - **Competitive set**: Equity release providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aviva Share of Search**: 16.2% - **Legal & General Share of Search**: 19.3% ## Is Aviva or Legal & General more popular in search? - 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%. - 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. ## 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. 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. ## 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, Aviva lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%. ## Month by month | Month | Aviva estimated searches | Aviva Share of Search | Aviva rank | Legal & General estimated searches | Legal & General Share of Search | Legal & General rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.6K | 17.6% | 2 | 1K | 11% | 6 | | Nov 2025 | 1.3K | 18.2% | 2 | 590 | 8.2% | 6 | | Dec 2025 | 880 | 14.3% | 5 | 590 | 9.6% | 6 | | Jan 2026 | 1.6K | 14.4% | 5 | 1K | 9% | 6 | | Feb 2026 | 1.6K | 16.6% | 2 | 1K | 10.4% | 6 | | Mar 2026 | 1.6K | 14.3% | 4 | 1.3K | 11.6% | 6 | | Apr 2026 | 1.9K | 18.8% | 1 | 880 | 8.7% | 6 | | May 2026 | 1.3K | 13.6% | 5 | 880 | 9.2% | 6 | | Jun 2026 | 1.6K | 17.3% | 2 | 720 | 7.8% | 6 | | Jul 2026 | 1.6K | 19.4% | 1 | 880 | 10.7% | 6 | | Aug 2026 | 1.6K | 17.4% | 2 | 1K | 10.9% | 6 | | Sep 2026 | 1.6K | 16.2% | 2 | 1.9K | 19.3% | 1 | ## How each brand is measured 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**: Measured on the search term “aviva equity release”. - **Legal & General**: Measured on the search term “legal and general equity release”. - [Aviva profile](/demand/uk/brands/aviva) - [Legal & General profile](/demand/uk/brands/legal-general) - [All equity release providers in the United Kingdom](/demand/uk/categories/uk-equity-release-providers): The set both shares are measured inside, 8 brands. ## 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 ### Is Aviva or Legal & General more popular in search? 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%. ## Cite this page Brandwave. "Aviva vs Legal & General: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-equity-release-providers/compare/aviva-vs-legal-general This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-equity-release-providers/compare/aviva-vs-legal-general. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.