--- title: "Aviva vs Vitality: Which is searched more in the United Kingdom?" description: "Is Aviva or Vitality 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-vitality-uk" publisher: "Brandwave" --- # Aviva vs Vitality: Which is searched more in the United Kingdom? Is Aviva or Vitality 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 Vitality - **Competitive set**: Income protection providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aviva Share of Search**: 36.5% - **Vitality Share of Search**: 16.6% ## Is Aviva or Vitality more popular in search? - In September 2026, Aviva had more branded searches than Vitality among income protection providers in the United Kingdom. Aviva had about 1,300 branded searches, while Vitality had 590. Aviva made up 36.5% of all income protection provider searches we track, and Vitality accounted for 16.6%. - Aviva was ahead of Vitality 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, Vitality’s share of searches among income protection providers in the United Kingdom moved from 14.9% to 16.6%, and its estimated monthly branded searches held steady at 590. ## 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. Vitality did not appear in any of the five 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, 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%. ## Month by month | Month | Aviva estimated searches | Aviva Share of Search | Aviva rank | Vitality estimated searches | Vitality Share of Search | Vitality rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.6K | 40.3% | 1 | 590 | 14.9% | 4 | | Nov 2025 | 1.3K | 37.1% | 1 | 590 | 16.9% | 2 | | Dec 2025 | 880 | 34.6% | 1 | 390 | 15.4% | 4 | | Jan 2026 | 1.3K | 33.8% | 1 | 590 | 15.3% | 4 | | Feb 2026 | 1.3K | 34.9% | 1 | 590 | 15.9% | 4 | | Mar 2026 | 1.3K | 32.7% | 1 | 720 | 18.1% | 3 | | Apr 2026 | 1.3K | 35.1% | 1 | 590 | 15.9% | 3 | | May 2026 | 1.3K | 38.9% | 1 | 480 | 14.4% | 4 | | Jun 2026 | 1K | 31.7% | 1 | 480 | 15.2% | 4 | | Jul 2026 | 1.3K | 38.9% | 1 | 480 | 14.4% | 4 | | Aug 2026 | 1K | 32.5% | 1 | 480 | 15.6% | 4 | | Sep 2026 | 1.3K | 36.5% | 1 | 590 | 16.6% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Aviva’s and Vitality’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”. - **Vitality**: Measured on the search term “vitality income protection”. - [Aviva profile](/demand/uk/brands/aviva) - [Vitality profile](/demand/uk/brands/vitality-uk) - [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 Vitality more popular in search? In September 2026, Aviva had more branded searches than Vitality among income protection providers in the United Kingdom. Aviva had about 1,300 branded searches, while Vitality had 590. Aviva made up 36.5% of all income protection provider searches we track, and Vitality accounted for 16.6%. ## Cite this page Brandwave. "Aviva vs Vitality: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/aviva-vs-vitality-uk This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/aviva-vs-vitality-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.