Brandwave

Legal & General vs Royal London:Which is more popular?

In September 2026, Legal & General had more branded searches than Royal London among income protection providers in the United Kingdom. Legal & General had about 720 branded searches, while Royal London had 390. Legal & General made up 20.2% of all income protection provider searches we track, and Royal London accounted for 11%. When we asked ChatGPT and Google AI Overviews about income protection providers, Legal & General and Royal London each appeared in two of the five answers. Legal & General and Royal London were each mentioned first in one of the two answers.

Among income protection providers in the United Kingdom in September 2026

Who do people search for more?

Legal & General, about 85% more searches than Royal London

Legal & General 720 searchesRoyal London 390 searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Legal & General in 2 of 5Royal London in 2 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Legal & General first in 1Royal London first in 1

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Top income protection providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Legal & General and Royal London were each mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Legal & General and Royal London were each listed first in one of the two answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. LV=1st
  2. Royal London2nd
  3. Legal & General3rd
  4. Aviva4th
  5. Zurich5th
  6. Vitality–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • 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”

    1. Searched Google, AI Overview

      “income protection”

      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 Legal & General or Royal London more popular in search?

      This chart shows how often people search Google for Legal & General and Royal London 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.

      Legal & General and Royal London among income protection providers in the United Kingdom, by month

      Share of searches by month for Legal & General, Royal London. The figures are in the table below the chart.

      View monthly share of searches table
      MonthAvivaLegal & GeneralVitalityLV=Royal LondonZurich
      Oct 202540.3%14.9%14.9%14.9%9.8%5.3%
      Nov 202537.1%13.7%16.9%13.7%11.1%7.4%
      Dec 202534.6%15.4%15.4%15.4%12.6%6.7%
      Jan 202633.8%15.3%15.3%18.7%10.1%6.8%
      Feb 202634.9%15.9%15.9%15.9%10.5%7%
      Mar 202632.7%18.1%18.1%14.8%9.8%6.5%
      Apr 202635.1%13%15.9%15.9%13%7%
      May 202638.9%14.4%14.4%14.4%11.7%6.3%
      Jun 202631.7%15.2%15.2%18.7%12.4%6.7%
      Jul 202638.9%14.4%14.4%14.4%11.7%6.3%
      Aug 202632.5%19.2%15.6%15.6%10.4%6.8%
      Sep 202636.5%20.2%16.6%11%11%4.8%

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

      How has the Legal & General and Royal London comparison changed over the last 12 months?

      3 findings

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

      2 changes

      1. In September 2026, Legal & General gained share of searches among income protection providers in the United Kingdom, from 19.2% to 20.2%.

      2. In September 2026, Royal London gained share of searches among income protection providers in the United Kingdom, from 10.4% to 11%.

      How are branded searches counted?

      2 search terms

      Brandwave collects information about searches that people make online using Legal & General’s and Royal London’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.

      Legal & General

      1 branded search term

      • legal and general income protection

      Royal London

      1 branded search term

      • royal london income protection

      How the Brand Demand Index is measured

      Other head-to-heads among income protection providers

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