--- title: "Aviva vs Legal & General: Which is more popular 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 Income protection 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-income-protection-providers/compare/aviva-vs-legal-general" publisher: "Brandwave" --- # Aviva vs Legal & General: Which is more popular 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 Income protection 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**: Income protection providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aviva Share of Search**: 36.5% - **Legal & General Share of Search**: 20.2% ## Is Aviva or Legal & General more popular in search? - In September 2026, Aviva had more branded searches than Legal & General among income protection providers in the United Kingdom. Aviva had about 1,300 branded searches, while Legal & General had 720. Aviva made up 36.5% of all income protection provider searches we track, and Legal & General accounted for 20.2%. - Aviva was ahead of Legal & General in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Aviva’s share of searches among income protection providers in the United Kingdom moved from 40.3% to 36.5%, and its estimated monthly branded searches moved from 1.6K to 1.3K. - Across the 12 months ending September 2026, Legal & General’s share of searches among income protection providers in the United Kingdom moved from 14.9% to 20.2%, and its estimated monthly branded searches moved from 590 to 720. ## Top income protection providers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Aviva was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Legal & General was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aviva and Legal & General were each listed first in one of the two answers. 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 | | --- | --- | --- | --- | --- | | LV= | 1st | 2 of 3 | 0 of 2 | 2 of 5 | | Royal London | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Legal & General | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Aviva | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Zurich | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Vitality | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about income protection providers - Asked ChatGPT "Who is the best income protection insurance provider in the UK?": 1. Royal London, 2. LV=, 3. Aviva, 4. Legal & General - Asked ChatGPT "Which income protection policy should I get if I'm self-employed?": 1. Aviva - Asked ChatGPT "Is income protection worth it, and which company is best?": 1. LV=, 2. Legal & General, 3. Royal London, 4. Zurich, 5. Aviva - Searched Google, AI Overview "income protection insurance": named none of the brands we track - Searched Google, AI Overview "income protection": named none of the brands we track Not named in any answer: Vitality. 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 income protection providers in September 2026? - 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%. ## How has branded search for Aviva and Legal & General changed in the United Kingdom over the last 12 months? | 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 | 40.3% | 1 | 590 | 14.9% | 2 | | Nov 2025 | 1.3K | 37.1% | 1 | 480 | 13.7% | 3 | | Dec 2025 | 880 | 34.6% | 1 | 390 | 15.4% | 2 | | Jan 2026 | 1.3K | 33.8% | 1 | 590 | 15.3% | 3 | | Feb 2026 | 1.3K | 34.9% | 1 | 590 | 15.9% | 2 | | Mar 2026 | 1.3K | 32.7% | 1 | 720 | 18.1% | 2 | | Apr 2026 | 1.3K | 35.1% | 1 | 480 | 13% | 4 | | May 2026 | 1.3K | 38.9% | 1 | 480 | 14.4% | 2 | | Jun 2026 | 1K | 31.7% | 1 | 480 | 15.2% | 3 | | Jul 2026 | 1.3K | 38.9% | 1 | 480 | 14.4% | 2 | | Aug 2026 | 1K | 32.5% | 1 | 590 | 19.2% | 2 | | Sep 2026 | 1.3K | 36.5% | 1 | 720 | 20.2% | 2 | ## How are Aviva’s and Legal & General’s branded searches counted? 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 income protection”. - **Legal & General**: Measured on the search term “legal and general income protection”. - [Aviva profile](/demand/uk/brands/aviva) - [Legal & General profile](/demand/uk/brands/legal-general) - [All income protection providers in the United Kingdom](/demand/uk/categories/uk-income-protection-providers): The set both shares are measured inside, 6 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, Aviva had more branded searches than Legal & General among income protection providers in the United Kingdom. Aviva had about 1,300 branded searches, while Legal & General had 720. Aviva made up 36.5% of all income protection provider searches we track, and Legal & General accounted for 20.2%. ## Cite this page Brandwave. "Aviva vs Legal & General: Which is more popular in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/aviva-vs-legal-general This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/aviva-vs-legal-general. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.