--- title: "Age Partnership vs Key: Which is searched more in the United Kingdom?" description: "Is Age Partnership or Key more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Equity release providers set in the United Kingdom. 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." canonical: "https://gobrandwave.com/demand/uk/compare/age-partnership-vs-key-later-life" publisher: "Brandwave" --- # Age Partnership vs Key: Which is searched more in the United Kingdom? Is Age Partnership or Key more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Equity release providers set in the United Kingdom. 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. ## Key facts - **Compared**: Age Partnership and Key - **Competitive set**: Equity release providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Age Partnership Share of Search**: 13.2% - **Key Share of Search**: 13.2% ## Is Age Partnership or Key more popular in search? - 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. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aviva | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Legal & General | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Pure Retirement | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Canada Life | 4th | 3 of 3 | 0 of 1 | 3 of 4 | | more2life | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | LV= | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | Age Partnership | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Key | Not ranked | 0 of 3 | 1 of 1 | 1 of 4 | ## Every AI answer about equity release providers - Asked ChatGPT "Who are the best equity release providers in the UK?": 1. Aviva, 2. Legal & General, 3. Canada Life, 4. Pure Retirement, 5. more2life, 6. LV= - Asked ChatGPT "Is equity release a good idea, and which company should I use?": 1. Aviva, 2. Legal & General, 3. Canada Life - Asked ChatGPT "Which equity release lenders have the lowest interest rates?": 1. Pure Retirement, 2. Aviva, 3. more2life, 4. Canada Life - Searched Google, AI Overview "equity release": 1. Key Not named in any answer: Age Partnership. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom equity release providers in September 2026? - 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%. ## Month by month | Month | Age Partnership estimated searches | Age Partnership Share of Search | Age Partnership rank | Key estimated searches | Key Share of Search | Key rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.6K | 17.6% | 1 | 1K | 11% | 5 | | Nov 2025 | 1.3K | 18.2% | 1 | 880 | 12.3% | 5 | | Dec 2025 | 1K | 16.3% | 2 | 1K | 16.3% | 3 | | Jan 2026 | 1.6K | 14.4% | 4 | 2.4K | 21.5% | 1 | | Feb 2026 | 1.3K | 13.5% | 5 | 1.9K | 19.7% | 1 | | Mar 2026 | 1.6K | 14.3% | 3 | 2.4K | 21.4% | 1 | | Apr 2026 | 1.6K | 15.9% | 3 | 1.9K | 18.8% | 2 | | May 2026 | 1.6K | 16.8% | 2 | 1.9K | 19.9% | 1 | | Jun 2026 | 1.6K | 17.3% | 1 | 1.6K | 17.3% | 3 | | Jul 2026 | 1.3K | 15.8% | 3 | 1K | 12.1% | 5 | | Aug 2026 | 1.3K | 14.1% | 4 | 1.3K | 14.1% | 5 | | Sep 2026 | 1.3K | 13.2% | 5 | 1.3K | 13.2% | 6 | ## How each brand is measured 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**: Measured on the search term “age partnership”. - **Key**: Measured on the search term “key equity release”. - [Age Partnership profile](/demand/uk/brands/age-partnership) - [Key profile](/demand/uk/brands/key-later-life) - [All equity release providers in the United Kingdom](/demand/uk/categories/uk-equity-release-providers): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Age Partnership or Key more popular in search? 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. ## Cite this page Brandwave. "Age Partnership vs Key: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/age-partnership-vs-key-later-life This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/age-partnership-vs-key-later-life. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.