Legal & General vs Zurich:Which is more popular?
In September 2026, Legal & General had more branded searches than Zurich among life insurance brands in the United Kingdom. Legal & General had about 167,000 branded searches, while Zurich had 19,200. Legal & General made up 28.4% 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, Legal & General appeared in all five answers and Zurich in three. Legal & General was mentioned before Zurich in every answer.
Who do people search for more?
Legal & General, about 9 searches for every 1 for Zurich
Who does AI mention more?
Legal & General, mentioned in every answer we collected
Who does AI recommend more?
Legal & General, 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, Legal & General 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. Legal & General 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 Legal & General or Zurich more popular in search?
This chart shows how often people search Google for Legal & General 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 Legal & General, 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 Legal & General and Zurich comparison changed over the last 12 months?
3 findings
- Legal & General was ahead of Zurich in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Legal & General’s share of searches among life insurance brands in the United Kingdom moved from 28.5% to 28.4%, and its estimated monthly branded searches moved from 204K to 167K.
- 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%.
Estimated monthly branded searches for Legal & General in the United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Legal & General’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.
Legal & General
2 branded search terms
- legal and general
- legal general
Zurich
2 branded search terms
- zurich insurance
- zurich life insurance
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