Aviva vs Zurich:Which is more popular?
In September 2026, Aviva had more branded searches than Zurich among life insurance brands in the United Kingdom. Aviva had about 301,000 branded searches, while Zurich had 19,200. Aviva made up 51.1% of all life insurance brand searches we track, and Zurich accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about life insurance brands, Aviva appeared in all five answers and Zurich in three. Aviva was mentioned before Zurich in every answer.
Who do people search for more?
Aviva, about 16 searches for every 1 for Zurich
Who does AI mention more?
Aviva, mentioned in every answer we collected
Who does AI recommend more?
Aviva, named ahead of Zurich in every answer
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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. Zurich was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Aviva was listed before Zurich in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Aviva1st
Legal & General2nd
Royal London3rd
Vitality4th
Zurich5th
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
Asked ChatGPT
“Which life insurance brand should I use in the UK?”
Asked ChatGPT
“What are the best life insurance brands in the UK?”
Asked ChatGPT
“What's the best life insurance brand in the UK for family protection?”
Searched Google, AI Overview
“life insurance quote”
Searched Google, AI Overview
“best life insurance”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.
Is Aviva or Zurich more popular in search?
This chart shows how often people search Google for Aviva and Zurich 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.
Share of searches by month for Aviva, Zurich. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aviva | Legal & General | Royal London | Zurich | Vitality | LV= |
|---|---|---|---|---|---|---|
| Oct 2025 | 51.5% | 28.5% | 15.4% | 3.2% | 0.76% | 0.62% |
| Nov 2025 | 49.6% | 27.6% | 18.1% | 3.2% | 0.89% | 0.59% |
| Dec 2025 | 56.3% | 25.6% | 13.9% | 2.8% | 0.82% | 0.54% |
| Jan 2026 | 50.9% | 28.2% | 15.2% | 3.8% | 1.1% | 0.75% |
| Feb 2026 | 55.8% | 25.4% | 13.7% | 3.4% | 1% | 0.67% |
| Mar 2026 | 51.4% | 28.5% | 15.4% | 3.1% | 0.92% | 0.62% |
| Apr 2026 | 49.3% | 27.4% | 18% | 3.6% | 1.1% | 0.72% |
| May 2026 | 47% | 31.8% | 17.2% | 2.5% | 0.84% | 0.69% |
| Jun 2026 | 56.4% | 25.7% | 13.9% | 2.4% | 1% | 0.67% |
| Jul 2026 | 51.6% | 28.6% | 15.5% | 2.6% | 1.1% | 0.62% |
| Aug 2026 | 51.7% | 28.7% | 15.5% | 2.3% | 1.1% | 0.62% |
| Sep 2026 | 51.1% | 28.4% | 15.4% | 3.3% | 1.1% | 0.75% |
How has the Aviva and Zurich comparison changed over the last 12 months?
3 findings
- Aviva was ahead of Zurich 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, Zurich’s share of searches among life insurance brands in the United Kingdom moved from 3.2% to 3.3%, and its estimated monthly branded searches moved from 22.5K to 19.2K.
How did search popularity change for United Kingdom life insurance brands in September 2026?
2 changes
In September 2026, Zurich gained share of searches among life insurance brands in the United Kingdom, from 2.3% to 3.3%.
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?
3 search terms
Brandwave collects information about searches that people make online using Aviva’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.
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