--- title: "Legal & General vs Vitality: Which is more popular in the United Kingdom?" description: "Is Legal & General 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/legal-general-vs-vitality-uk" publisher: "Brandwave" --- # Legal & General vs Vitality: Which is more popular in the United Kingdom? Is Legal & General 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**: Legal & General and Vitality - **Competitive set**: Income protection providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Legal & General Share of Search**: 20.2% - **Vitality Share of Search**: 16.6% ## Is Legal & General or Vitality more popular in search? - 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%. - 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. ## 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. 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, 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 Legal & General and Vitality changed in the United Kingdom over the last 12 months? | Month | Legal & General estimated searches | Legal & General Share of Search | Legal & General rank | Vitality estimated searches | Vitality Share of Search | Vitality rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 590 | 14.9% | 2 | 590 | 14.9% | 4 | | Nov 2025 | 480 | 13.7% | 3 | 590 | 16.9% | 2 | | Dec 2025 | 390 | 15.4% | 2 | 390 | 15.4% | 4 | | Jan 2026 | 590 | 15.3% | 3 | 590 | 15.3% | 4 | | Feb 2026 | 590 | 15.9% | 2 | 590 | 15.9% | 4 | | Mar 2026 | 720 | 18.1% | 2 | 720 | 18.1% | 3 | | Apr 2026 | 480 | 13% | 4 | 590 | 15.9% | 3 | | May 2026 | 480 | 14.4% | 2 | 480 | 14.4% | 4 | | Jun 2026 | 480 | 15.2% | 3 | 480 | 15.2% | 4 | | Jul 2026 | 480 | 14.4% | 2 | 480 | 14.4% | 4 | | Aug 2026 | 590 | 19.2% | 2 | 480 | 15.6% | 4 | | Sep 2026 | 720 | 20.2% | 2 | 590 | 16.6% | 3 | ## How are Legal & General’s and Vitality’s branded searches counted? 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**: Measured on the search term “legal and general income protection”. - **Vitality**: Measured on the search term “vitality income protection”. - [Legal & General profile](/demand/uk/brands/legal-general) - [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 Legal & General or Vitality more popular in search? 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%. ## Cite this page Brandwave. "Legal & General vs Vitality: Which is more popular in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/legal-general-vs-vitality-uk This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/legal-general-vs-vitality-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.