Age Partnership vs Key:Which is more popular?
In September 2026, Age Partnership and Key were level in searches among equity release providers in the United Kingdom, with an estimated 1.3K branded searches each, at 13.2% of the total each. When we asked ChatGPT and Google AI Overviews about equity release providers, Key appeared in one of the four answers and Age Partnership in none.
Who do people search for more?
Age Partnership and Key are searched for about as often as each other.
Who does AI mention more?
Key, mentioned in 1 of 4 answers, Age Partnership in 0
Follow Age Partnership vs Key and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top equity release providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Key was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Age Partnership did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Aviva1st
Legal & General2nd
Pure Retirement2nd
Canada Life4th
more2life5th
LV=6th
Age Partnership–- Key–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Aviva3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Canada Life3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Legal & General2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- more2life2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Pure Retirement2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Key1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- LV=1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Age Partnership0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about equity release providers
4 answers
Asked ChatGPT
“Who are the best equity release providers in the UK?”
Asked ChatGPT
“Is equity release a good idea, and which company should I use?”
Asked ChatGPT
“Which equity release lenders have the lowest interest rates?”
Searched Google, AI Overview
“equity release”
- 1Key
- 1
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Age Partnership or Key more popular in search?
This chart shows how often people search Google for Age Partnership and Key by name. Each line represents a brand's share of searches for all eight equity release providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Age Partnership, Key. The figures are in the table below the chart.
View monthly share of searches table
| Month | Legal & General | Aviva | more2life | Pure Retirement | Age Partnership | Key | LV= | Canada Life |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 11% | 17.6% | 17.6% | 17.6% | 17.6% | 11% | 4.3% | 3.5% |
| Nov 2025 | 8.2% | 18.2% | 18.2% | 18.2% | 18.2% | 12.3% | 4.5% | 2.4% |
| Dec 2025 | 9.6% | 14.3% | 21.1% | 16.3% | 16.3% | 16.3% | 3.4% | 2.8% |
| Jan 2026 | 9% | 14.4% | 17.1% | 17.1% | 14.4% | 21.5% | 4.3% | 2.3% |
| Feb 2026 | 10.4% | 16.6% | 16.6% | 16.6% | 13.5% | 19.7% | 4% | 2.7% |
| Mar 2026 | 11.6% | 14.3% | 17% | 14.3% | 14.3% | 21.4% | 4.3% | 2.9% |
| Apr 2026 | 8.7% | 18.8% | 15.9% | 15.9% | 15.9% | 18.8% | 3.9% | 2.1% |
| May 2026 | 9.2% | 13.6% | 16.8% | 16.8% | 16.8% | 19.9% | 4.1% | 2.7% |
| Jun 2026 | 7.8% | 17.3% | 17.3% | 17.3% | 17.3% | 17.3% | 3.5% | 2.3% |
| Jul 2026 | 10.7% | 19.4% | 19.4% | 15.8% | 15.8% | 12.1% | 4.7% | 2.1% |
| Aug 2026 | 10.9% | 17.4% | 20.7% | 17.4% | 14.1% | 14.1% | 3.5% | 1.8% |
| Sep 2026 | 19.3% | 16.2% | 16.2% | 16.2% | 13.2% | 13.2% | 4% | 1.7% |
How has the Age Partnership and Key comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Key took it in January 2026, Age Partnership took it in July 2026.
- Across the 12 months ending September 2026, Age Partnership’s share of searches among equity release providers in the United Kingdom moved from 17.6% to 13.2%, and its estimated monthly branded searches moved from 1.6K to 1.3K.
- Across the 12 months ending September 2026, Key’s share of searches among equity release providers in the United Kingdom moved from 11% to 13.2%, and its estimated monthly branded searches moved from 1K to 1.3K.
How did search popularity change for United Kingdom equity release providers in September 2026?
3 changes
In September 2026, Legal & General overtook more2life and 4 others to become the leader among equity release providers in the United Kingdom, with 19.3% of the searches.
In September 2026, Age Partnership lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.
In September 2026, Key lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Age Partnership’s and Key’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.
Age Partnership
1 branded search term
- age partnership
Key
1 branded search term
- key equity release
Other head-to-heads among equity release providers
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.