Legal & General vs Vitality:Which is more popular?
In September 2026, Legal & General had more branded searches than Vitality among income protection providers in the United Kingdom. Legal & General had about 720 branded searches, while Vitality had 590. Legal & General made up 20.2% of all income protection provider searches we track, and Vitality accounted for 16.6%. When we asked ChatGPT and Google AI Overviews about income protection providers, Legal & General appeared in two of the five answers and Vitality in none.
Who do people search for more?
Legal & General, about 22% more searches than Vitality
Who does AI mention more?
Legal & General, mentioned in 2 of 5 answers, Vitality in 0
Who does AI recommend more?
Legal & General, the only one of the two named
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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 was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Vitality did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
LV=1st
Royal London2nd- Legal & General3rd
Aviva4th
Zurich5th
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?”
Asked ChatGPT
“Which income protection policy should I get if I'm self-employed?”
Asked ChatGPT
“Is income protection worth it, and which company is best?”
Searched Google, AI Overview
“income protection insurance”
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 Vitality more popular in search?
This chart shows how often people search Google for Legal & General and Vitality 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 by month for Legal & General, Vitality. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
Legal & General sells other things too, so only its searches that name this product count here, like “legal and general income protection”.
How has the Legal & General and Vitality comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Legal & General took it in August 2026.
- 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.
- 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.
How did search popularity change for United Kingdom income protection providers in September 2026?
2 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, Legal & General gained share of searches among income protection providers in the United Kingdom, from 19.2% to 20.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Legal & General’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.
Legal & General
1 branded search term
- legal and general income protection
Vitality
1 branded search term
- vitality income protection
Other head-to-heads among income protection providers
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