--- title: "Royal London vs Vitality: Which is more popular in the United Kingdom?" description: "Is Royal London 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/royal-london-vs-vitality-uk" publisher: "Brandwave" --- # Royal London vs Vitality: Which is more popular in the United Kingdom? Is Royal London 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**: Royal London and Vitality - **Competitive set**: Income protection providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Royal London Share of Search**: 11% - **Vitality Share of Search**: 16.6% ## Is Royal London or Vitality more popular in search? - In September 2026, Vitality had more branded searches than Royal London among income protection providers in the United Kingdom. Vitality had about 590 branded searches, while Royal London had 390. Vitality made up 16.6% of all income protection provider searches we track, and Royal London accounted for 11%. - Vitality was ahead of Royal London in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Royal London’s share of searches among income protection providers in the United Kingdom moved from 9.8% to 11%, and its estimated monthly branded searches held steady at 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. ## Top income protection providers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Royal London 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, Royal London gained share of searches among income protection providers in the United Kingdom, from 10.4% to 11%. ## How has branded search for Royal London and Vitality changed in the United Kingdom over the last 12 months? | Month | Royal London estimated searches | Royal London Share of Search | Royal London rank | Vitality estimated searches | Vitality Share of Search | Vitality rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 390 | 9.8% | 5 | 590 | 14.9% | 4 | | Nov 2025 | 390 | 11.1% | 5 | 590 | 16.9% | 2 | | Dec 2025 | 320 | 12.6% | 5 | 390 | 15.4% | 4 | | Jan 2026 | 390 | 10.1% | 5 | 590 | 15.3% | 4 | | Feb 2026 | 390 | 10.5% | 5 | 590 | 15.9% | 4 | | Mar 2026 | 390 | 9.8% | 5 | 720 | 18.1% | 3 | | Apr 2026 | 480 | 13% | 5 | 590 | 15.9% | 3 | | May 2026 | 390 | 11.7% | 5 | 480 | 14.4% | 4 | | Jun 2026 | 390 | 12.4% | 5 | 480 | 15.2% | 4 | | Jul 2026 | 390 | 11.7% | 5 | 480 | 14.4% | 4 | | Aug 2026 | 320 | 10.4% | 5 | 480 | 15.6% | 4 | | Sep 2026 | 390 | 11% | 5 | 590 | 16.6% | 3 | ## How are Royal London’s and Vitality’s branded searches counted? Brandwave collects information about searches that people make online using Royal London’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. - **Royal London**: Measured on the search term “royal london income protection”. - **Vitality**: Measured on the search term “vitality income protection”. - [Royal London profile](/demand/uk/brands/royal-london) - [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 Royal London or Vitality more popular in search? In September 2026, Vitality had more branded searches than Royal London among income protection providers in the United Kingdom. Vitality had about 590 branded searches, while Royal London had 390. Vitality made up 16.6% of all income protection provider searches we track, and Royal London accounted for 11%. ## Cite this page Brandwave. "Royal London vs Vitality: Which is more popular in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/royal-london-vs-vitality-uk This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-income-protection-providers/compare/royal-london-vs-vitality-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.