Income protection providers in the United Kingdom:Which are most popular?

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

In September 2026, Aviva was the most searched income protection provider in the United Kingdom, accounting for 36.5% of all searches among the six providers we track. When we checked with ChatGPT and Google AI Overviews, Aviva was mentioned most often, in three of the five answers. LV= was recommended most often, coming first in one out of two responses that gave a list.

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Top income protection providers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Aviva was mentioned most often, in three of the five answers. LV= was recommended most often, coming first in one out of two answers that gave a list. Royal London was second, and Legal & General was third. Vitality, which ranked third 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 2 Google AI Overviews	3 of 5
Legal & General	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
LV=	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Royal London	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Zurich	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Vitality	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Aviva3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Legal & General2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
LV=2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Royal London2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Zurich1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Vitality0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about income protection providers

5 answers

Asked ChatGPT
“Who is the best income protection insurance provider in the UK?”
1. 1Royal London
2. 2LV=
3. 3Aviva
4. 4Legal & General
Asked ChatGPT
“Which income protection policy should I get if I'm self-employed?”
1. 1Aviva
Asked ChatGPT
“Is income protection worth it, and which company is best?”
1. 1LV=
2. 2Legal & General
3. 3Royal London
4. 4Zurich
5. 5Aviva
Searched Google, AI Overview
“income protection insurance”
Searched Google, AI Overview
“income protection”

Not named in any answer:

Vitality

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

Which income protection providers do people search for most?

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

Share of searches among income protection providers in the United Kingdom, by month

Month	Aviva	Legal & General	Vitality	LV=	Royal London	Zurich
Oct 2025	40.3%	14.9%	14.9%	14.9%	9.8%	5.3%
Nov 2025	37.1%	13.7%	16.9%	13.7%	11.1%	7.4%
Dec 2025	34.6%	15.4%	15.4%	15.4%	12.6%	6.7%
Jan 2026	33.8%	15.3%	15.3%	18.7%	10.1%	6.8%
Feb 2026	34.9%	15.9%	15.9%	15.9%	10.5%	7%
Mar 2026	32.7%	18.1%	18.1%	14.8%	9.8%	6.5%
Apr 2026	35.1%	13%	15.9%	15.9%	13%	7%
May 2026	38.9%	14.4%	14.4%	14.4%	11.7%	6.3%
Jun 2026	31.7%	15.2%	15.2%	18.7%	12.4%	6.7%
Jul 2026	38.9%	14.4%	14.4%	14.4%	11.7%	6.3%
Aug 2026	32.5%	19.2%	15.6%	15.6%	10.4%	6.8%
Sep 2026	36.5%	20.2%	16.6%	11%	11%	4.8%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Aviva	36.5%	1.3K	+30%	+4 points
2, held 2nd	Legal & General	20.2%	720	+22%	+1.1 points
3, moved from 4th to 3rd	Vitality	16.6%	590	+22.9%	+1 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	LV=	11%	390	-18.8%	-4.6 pointsmoved from 3rd to 4th
5, held 5th	Royal London	11%	390	+21.9%	+0.6 points
6, held 6th	Zurich	4.8%	170	-19%	-2 points

1.Aviva
36.5%
Held 1st. 1.3K estimated branded searches, +30% vs prior month. Share +4 points.
2.Legal & General
20.2%
Held 2nd. 720 estimated branded searches, +22% vs prior month. Share +1.1 points.
3.Vitality
16.6%
Moved from 4th to 3rd. 590 estimated branded searches, +22.9% vs prior month. Share +1 points.
4.LV=
11%
Moved from 3rd to 4th. 390 estimated branded searches, -18.8% vs prior month. Share -4.6 points.
5.Royal London
11%
Held 5th. 390 estimated branded searches, +21.9% vs prior month. Share +0.6 points.
6.Zurich
4.8%
Held 6th. 170 estimated branded searches, -19% vs prior month. Share -2 points.

Aviva, Legal & General and Royal London sell other things too, so only their searches that name this product count here, like “aviva income protection”.

Which brand is most popular in search among income protection providers in the United Kingdom?

6 brands

In September 2026, Aviva was the most searched among income protection providers in the United Kingdom, with an estimated 1.3K branded searches, 36.5% of all searches for the six we track. Legal & General is in 2nd place, 16.3 percentage points behind at 20.2%.

United Kingdom income protection providers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Aviva	40.3% → 36.5%	40.3%Oct 2025	31.7%Jun 2026	1st
Legal & General	14.9% → 20.2%	20.2%Sep 2026	13%Apr 2026	2nd
Vitality	14.9% → 16.6%	18.1%Mar 2026	14.4%May 2026	4th → 3rd
LV=	14.9% → 11%	18.7%Jun 2026	11%Sep 2026	3rd → 4th
Royal London	9.8% → 11%	13%Apr 2026	9.8%Mar 2026	5th
Zurich	5.3% → 4.8%	7.4%Nov 2025	4.8%Sep 2026	6th

Each finding as a sentence

Across the 12 months ending September 2026, Aviva’s share of searches among income protection providers in the United Kingdom decreased from 40.3% to 36.5%.
Across the 12 months ending September 2026, Legal & General’s share of searches among income protection providers in the United Kingdom increased from 14.9% to 20.2%.
Across the 12 months ending September 2026, Vitality’s share of searches among income protection providers in the United Kingdom increased from 14.9% to 16.6%.
Across the 12 months ending September 2026, LV=’s share of searches among income protection providers in the United Kingdom decreased from 14.9% to 11%.
Across the 12 months ending September 2026, Royal London’s share of searches among income protection providers in the United Kingdom increased from 9.8% to 11%.
Across the 12 months ending September 2026, Zurich’s share of searches among income protection providers in the United Kingdom decreased from 5.3% to 4.8%.
Across the 12 months ending September 2026, Aviva’s share of searches among income protection providers in the United Kingdom peaked at 40.3% in October 2025 and was lowest at 31.7% in June 2026.
Across the 12 months ending September 2026, Legal & General’s share of searches among income protection providers in the United Kingdom peaked at 20.2% in September 2026 and was lowest at 13% in April 2026.
Across the 12 months ending September 2026, Vitality’s share of searches among income protection providers in the United Kingdom peaked at 18.1% in March 2026 and was lowest at 14.4% in May 2026.
Across the 12 months ending September 2026, LV=’s share of searches among income protection providers in the United Kingdom peaked at 18.7% in June 2026 and was lowest at 11% in September 2026.
Across the 12 months ending September 2026, Royal London’s share of searches among income protection providers in the United Kingdom peaked at 13% in April 2026 and was lowest at 9.8% in March 2026.
Across the 12 months ending September 2026, Zurich’s share of searches among income protection providers in the United Kingdom peaked at 7.4% in November 2025 and was lowest at 4.8% in September 2026.
Across the 12 months ending September 2026, Vitality rose from 4th to 3rd among income protection providers in the United Kingdom.
Across the 12 months ending September 2026, LV= fell from 3rd to 4th among income protection providers in the United Kingdom.

How did search popularity change for United Kingdom income protection providers in September 2026?

6 changes

In September 2026, Vitality overtook LV= to rank 3rd among income protection providers in the United Kingdom, with 16.6% of the searches.
In September 2026, Aviva gained share of searches among income protection providers in the United Kingdom, from 32.5% to 36.5%.
In September 2026, Legal & General gained share of searches among income protection providers in the United Kingdom, from 19.2% to 20.2%.
In September 2026, Royal London gained share of searches among income protection providers in the United Kingdom, from 10.4% to 11%.
In September 2026, LV= lost share of searches among income protection providers in the United Kingdom, from 15.6% to 11%.
In September 2026, Zurich lost share of searches among income protection providers in the United Kingdom, from 6.8% to 4.8%.

How are branded searches counted for income protection providers?

6 search terms

Each brand's share of searches among income protection 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.