Brandwave

Aviva vs LV=:Which is more popular?

In September 2026, Aviva had more branded searches than LV= among life insurance brands in the United Kingdom. Aviva had about 301,000 branded searches, while LV= had 4,400. Aviva made up 51.1% of all life insurance brand searches we track, and LV= accounted for 0.75%. When we asked ChatGPT and Google AI Overviews about life insurance brands, Aviva appeared in all five answers and LV= in two. Aviva was mentioned before LV= in every answer.

Among life insurance brands in the United Kingdom in September 2026

Who do people search for more?

Aviva, about 68 searches for every 1 for LV=

Aviva 301K searchesLV= 4.4K searches

Who does AI mention more?

Aviva, mentioned in every answer we collected

Aviva in 5 of 5LV= in 2 of 5

Who does AI recommend more?

Aviva, named ahead of LV= in every answer

Aviva first in 5LV= never first

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Top life insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aviva appeared in all five answers. LV= was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Aviva was listed before LV= in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Aviva1st
  2. Legal & General2nd
  3. Royal London3rd
  4. Vitality4th
  5. Zurich5th
  6. LV=6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Legal & General5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Royal London4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zurich3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vitality2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LV=2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about life insurance brands

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.

Is Aviva or LV= more popular in search?

This chart shows how often people search Google for Aviva and LV= by name. Each line represents a brand's share of searches for all six life insurance brands we track, month by month, from searches in United Kingdom.

Aviva and LV= among life insurance brands in the United Kingdom, by month

Share of searches by month for Aviva, LV=. The figures are in the table below the chart.

View monthly share of searches table
MonthAvivaLegal & GeneralRoyal LondonZurichVitalityLV=
Oct 202551.5%28.5%15.4%3.2%0.76%0.62%
Nov 202549.6%27.6%18.1%3.2%0.89%0.59%
Dec 202556.3%25.6%13.9%2.8%0.82%0.54%
Jan 202650.9%28.2%15.2%3.8%1.1%0.75%
Feb 202655.8%25.4%13.7%3.4%1%0.67%
Mar 202651.4%28.5%15.4%3.1%0.92%0.62%
Apr 202649.3%27.4%18%3.6%1.1%0.72%
May 202647%31.8%17.2%2.5%0.84%0.69%
Jun 202656.4%25.7%13.9%2.4%1%0.67%
Jul 202651.6%28.6%15.5%2.6%1.1%0.62%
Aug 202651.7%28.7%15.5%2.3%1.1%0.62%
Sep 202651.1%28.4%15.4%3.3%1.1%0.75%

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

3 findings
  • Aviva was ahead of LV= in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Aviva’s share of searches among life insurance brands in the United Kingdom moved from 51.5% to 51.1%, and its estimated monthly branded searches moved from 368K to 301K.
  • Across the 12 months ending September 2026, LV=’s share of searches among life insurance brands in the United Kingdom moved from 0.62% to 0.75%, and its estimated monthly branded searches held steady at 4.4K.

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

1 change

  1. In September 2026, Aviva lost share of searches among life insurance brands in the United Kingdom, from 51.7% to 51.1%.

How are branded searches counted?

2 search terms

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

Aviva

1 branded search term

  • aviva

LV=

1 branded search term

  • lv life insurance

How the Brand Demand Index is measured

Other head-to-heads among life insurance brands

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