Brandwave

Life insurance brands in United Kingdom:Which are searched most?

In September 2026, Aviva was the most searched among life insurance brands in United Kingdom, with an estimated 301K branded searches and 53.2% estimated Share of Search within this set.

Share of Search, September 2026
  1. Aviva53.2%
  2. Legal & General29.6%
  3. Royal London16%
  4. Vitality1.2%

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Share of SearchLeaderboard

Compare the life insurance brands operators run on. 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.

Share of Search among life insurance brands in United Kingdom, by month

Share of Search by month for Aviva, Legal & General, Royal London. The figures are in the table below the chart.

View monthly share of search table
MonthAvivaLegal & GeneralRoyal LondonVitality
Oct 202553.5%29.7%16%0.79%
Nov 202551.6%28.7%18.8%0.92%
Dec 202558.3%26.5%14.3%0.85%
Jan 202653.3%29.6%15.9%1.2%
Feb 202658.1%26.5%14.3%1%
Mar 202653.4%29.6%16%0.96%
Apr 202651.5%28.6%18.8%1.1%
May 202648.5%32.9%17.7%0.87%
Jun 202658.2%26.5%14.3%1%
Jul 202653.3%29.5%16%1.2%
Aug 202653.3%29.5%16%1.2%
Sep 202653.2%29.6%16%1.2%

This month’s ranking, September 2026

  1. 1.Aviva

    53.2%

    Held 1st. 301K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Legal & General

    29.6%

    Held 2nd. 167K estimated branded searches, +0.3% vs prior month. Share +0.1 points.

  3. 3.Royal London

    16%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Vitality

    1.2%

    Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among life insurance brands in United Kingdom?

In September 2026, Aviva was the most searched among life insurance brands in United Kingdom, with an estimated 301K branded searches and 53.2% estimated Share of Search within this set. Legal & General is in 2nd place, 23.6 percentage points behind at 29.6% Share of Search.

United Kingdom life insurance brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Aviva53.5% → 53.2%58.3%Dec 202548.5%May 20261st
Legal & General29.7% → 29.6%32.9%May 202626.5%Jun 20262nd
Royal London16%18.8%Nov 202514.3%Feb 20263rd
Vitality0.79% → 1.2%1.2%Jan 20260.79%Oct 20254th

Each finding as a sentence

  • Across the 12 months ending September 2026, Aviva’s estimated Share of Search among life insurance brands in United Kingdom peaked at 58.3% in December 2025 and was lowest at 48.5% in May 2026.
  • Across the 12 months ending September 2026, Legal & General’s estimated Share of Search among life insurance brands in United Kingdom peaked at 32.9% in May 2026 and was lowest at 26.5% in June 2026.
  • Across the 12 months ending September 2026, Royal London’s estimated Share of Search among life insurance brands in United Kingdom peaked at 18.8% in November 2025 and was lowest at 14.3% in February 2026.
  • Across the 12 months ending September 2026, Aviva, Legal & General, Royal London and Vitality held steady: their estimated Share of Search among life insurance brands in United Kingdom each moved less than 0.5 percentage points.

How did search popularity change for United Kingdom life insurance brands in September 2026?

  1. Estimated monthly branded searches for Vitality in United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.

  2. Estimated monthly branded searches for Aviva in United Kingdom fell 18.2% over 12 measured months, from 368K to 301K in September 2026.

  3. Estimated monthly branded searches for Legal & General in United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.

  4. Estimated monthly branded searches for Royal London in United Kingdom fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.

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