--- title: "Aviva vs Canada Life: Which is searched more in the United Kingdom?" description: "Is Aviva or Canada Life 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/aviva-vs-canada-life-uk" publisher: "Brandwave" --- # Aviva vs Canada Life: Which is searched more in the United Kingdom? Is Aviva or Canada Life 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**: Aviva and Canada Life - **Competitive set**: Equity release providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aviva Share of Search**: 16.2% - **Canada Life Share of Search**: 1.7% ## Is Aviva or Canada Life more popular in search? - In September 2026, Aviva had more branded searches than Canada Life among equity release providers in the United Kingdom. Aviva had about 1,600 branded searches, while Canada Life had 170. Aviva made up 16.2% of all equity release provider searches we track, and Canada Life accounted for 1.7%. - Aviva was ahead of Canada Life in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Aviva’s share of searches among equity release providers in the United Kingdom moved from 17.6% to 16.2%, and its estimated monthly branded searches held steady at 1.6K. - Across the 12 months ending September 2026, Canada Life’s share of searches among equity release providers in the United Kingdom moved from 3.5% to 1.7%, and its estimated monthly branded searches moved from 320 to 170. ## Top equity release providers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Aviva and Canada Life were each mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Aviva was listed before Canada Life in every answer. 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, Aviva lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%. - Canada Life’s share of searches among equity release providers in the United Kingdom has lost ground for 3 months in a row, from 2.3% to 1.7% in September 2026. ## Month by month | Month | Aviva estimated searches | Aviva Share of Search | Aviva rank | Canada Life estimated searches | Canada Life Share of Search | Canada Life rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.6K | 17.6% | 2 | 320 | 3.5% | 8 | | Nov 2025 | 1.3K | 18.2% | 2 | 170 | 2.4% | 8 | | Dec 2025 | 880 | 14.3% | 5 | 170 | 2.8% | 8 | | Jan 2026 | 1.6K | 14.4% | 5 | 260 | 2.3% | 8 | | Feb 2026 | 1.6K | 16.6% | 2 | 260 | 2.7% | 8 | | Mar 2026 | 1.6K | 14.3% | 4 | 320 | 2.9% | 8 | | Apr 2026 | 1.9K | 18.8% | 1 | 210 | 2.1% | 8 | | May 2026 | 1.3K | 13.6% | 5 | 260 | 2.7% | 8 | | Jun 2026 | 1.6K | 17.3% | 2 | 210 | 2.3% | 8 | | Jul 2026 | 1.6K | 19.4% | 1 | 170 | 2.1% | 8 | | Aug 2026 | 1.6K | 17.4% | 2 | 170 | 1.8% | 8 | | Sep 2026 | 1.6K | 16.2% | 2 | 170 | 1.7% | 8 | ## How each brand is measured Brandwave collects information about searches that people make online using Aviva’s and Canada Life’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**: Measured on the search term “aviva equity release”. - **Canada Life**: Measured on the search term “canada life equity release”. - [Aviva profile](/demand/uk/brands/aviva) - [Canada Life profile](/demand/uk/brands/canada-life-uk) - [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 Aviva or Canada Life more popular in search? In September 2026, Aviva had more branded searches than Canada Life among equity release providers in the United Kingdom. Aviva had about 1,600 branded searches, while Canada Life had 170. Aviva made up 16.2% of all equity release provider searches we track, and Canada Life accounted for 1.7%. ## Cite this page Brandwave. "Aviva vs Canada Life: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/aviva-vs-canada-life-uk This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/aviva-vs-canada-life-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.