--- title: "Legal & General vs Zurich: Which is more popular in the United Kingdom?" description: "Is Legal & General or Zurich 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-zurich" publisher: "Brandwave" --- # Legal & General vs Zurich: Which is more popular in the United Kingdom? Is Legal & General or Zurich 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 Zurich - **Competitive set**: Income protection providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Legal & General Share of Search**: 20.2% - **Zurich Share of Search**: 4.8% ## Is Legal & General or Zurich more popular in search? - In September 2026, Legal & General had more branded searches than Zurich among income protection providers in the United Kingdom. Legal & General had about 720 branded searches, while Zurich had 170. Legal & General made up 20.2% of all income protection provider searches we track, and Zurich accounted for 4.8%. - Legal & General was ahead of Zurich in every measured month of the 12 months ending September 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, Zurich’s share of searches among income protection providers in the United Kingdom moved from 5.3% to 4.8%, and its estimated monthly branded searches moved from 210 to 170. ## 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. Zurich was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Legal & General was listed before Zurich in every answer. 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, Legal & General gained share of searches among income protection providers in the United Kingdom, from 19.2% to 20.2%. - In September 2026, Zurich lost share of searches among income protection providers in the United Kingdom, from 6.8% to 4.8%. ## How has branded search for Legal & General and Zurich changed in the United Kingdom over the last 12 months? | Month | Legal & General estimated searches | Legal & General Share of Search | Legal & General rank | Zurich estimated searches | Zurich Share of Search | Zurich rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 590 | 14.9% | 2 | 210 | 5.3% | 6 | | Nov 2025 | 480 | 13.7% | 3 | 260 | 7.4% | 6 | | Dec 2025 | 390 | 15.4% | 2 | 170 | 6.7% | 6 | | Jan 2026 | 590 | 15.3% | 3 | 260 | 6.8% | 6 | | Feb 2026 | 590 | 15.9% | 2 | 260 | 7% | 6 | | Mar 2026 | 720 | 18.1% | 2 | 260 | 6.5% | 6 | | Apr 2026 | 480 | 13% | 4 | 260 | 7% | 6 | | May 2026 | 480 | 14.4% | 2 | 210 | 6.3% | 6 | | Jun 2026 | 480 | 15.2% | 3 | 210 | 6.7% | 6 | | Jul 2026 | 480 | 14.4% | 2 | 210 | 6.3% | 6 | | Aug 2026 | 590 | 19.2% | 2 | 210 | 6.8% | 6 | | Sep 2026 | 720 | 20.2% | 2 | 170 | 4.8% | 6 | ## How are Legal & General’s and Zurich’s branded searches counted? Brandwave collects information about searches that people make online using Legal & General’s and Zurich’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”. - **Zurich**: Measured on the search term “zurich income protection”. - [Legal & General profile](/demand/uk/brands/legal-general) - [Zurich profile](/demand/uk/brands/zurich) - [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 Zurich more popular in search? In September 2026, Legal & General had more branded searches than Zurich among income protection providers in the United Kingdom. Legal & General had about 720 branded searches, while Zurich had 170. Legal & General made up 20.2% of all income protection provider searches we track, and Zurich accounted for 4.8%. ## Cite this page Brandwave. "Legal & General vs Zurich: Which is more popular in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/legal-general-vs-zurich This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/legal-general-vs-zurich. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.