Brandwave

LV= vs Vitality:Which is more popular?

In September 2026, Vitality had more branded searches than LV= among income protection providers in the United Kingdom. Vitality had about 590 branded searches, while LV= had 390. Vitality made up 16.6% of all income protection provider searches we track, and LV= accounted for 11%. When we asked ChatGPT and Google AI Overviews about income protection providers, LV= appeared in two of the five answers and Vitality in none.

Among income protection providers in the United Kingdom in September 2026

Who do people search for more?

Vitality, about 51% more searches than LV=

Vitality 590 searchesLV= 390 searches

Who does AI mention more?

LV=, mentioned in 2 of 5 answers, Vitality in 0

LV= in 2 of 5Vitality in 0 of 5

Who does AI recommend more?

LV=, the only one of the two named

LV= first in 2Vitality never named

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Top income protection providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, LV= 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.

  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 LV= or Vitality more popular in search?

      This chart shows how often people search Google for LV= 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.

      LV= and Vitality among income protection providers in the United Kingdom, by month

      Share of searches by month for Vitality, LV=. 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%

      How has the LV= and Vitality comparison changed over the last 12 months?

      3 findings
      • The lead changed hands 4 times in the 12 months ending September 2026: LV= took it in January 2026, Vitality took it in March 2026, LV= took it in June 2026, Vitality took it in September 2026.
      • Across the 12 months ending September 2026, LV=’s share of searches among income protection providers in the United Kingdom moved from 14.9% to 11%, and its estimated monthly branded searches moved from 590 to 390.
      • 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

      1. In September 2026, Vitality overtook LV= to rank 3rd among income protection providers in the United Kingdom, with 16.6% of the searches.

      2. In September 2026, LV= lost share of searches among income protection providers in the United Kingdom, from 15.6% to 11%.

      How are branded searches counted?

      2 search terms

      Brandwave collects information about searches that people make online using LV=’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.

      LV=

      1 branded search term

      • lv income protection

      Vitality

      1 branded search term

      • vitality income protection

      How the Brand Demand Index is measured

      Other head-to-heads among income protection providers

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