Aviva vs Legal & General:Which is searched more in United Kingdom?
In September 2026, Aviva had more branded searches than Legal & General among life insurance brands in United Kingdom. Aviva was estimated to have 301K branded searches compared to Legal & General’s 167K, and held a 53.2% Share of Search versus Legal & General’s 29.6%.
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Which is more popular in search, Aviva or Legal & General?
Compare the life insurance brands operators run on. 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.
Share of Search by month for Aviva, Legal & General. The figures are in the table below the chart.
View monthly share of search table
| Month | Aviva | Legal & General | Royal London | Vitality |
|---|---|---|---|---|
| Oct 2025 | 53.5% | 29.7% | 16% | 0.79% |
| Nov 2025 | 51.6% | 28.7% | 18.8% | 0.92% |
| Dec 2025 | 58.3% | 26.5% | 14.3% | 0.85% |
| Jan 2026 | 53.3% | 29.6% | 15.9% | 1.2% |
| Feb 2026 | 58.1% | 26.5% | 14.3% | 1% |
| Mar 2026 | 53.4% | 29.6% | 16% | 0.96% |
| Apr 2026 | 51.5% | 28.6% | 18.8% | 1.1% |
| May 2026 | 48.5% | 32.9% | 17.7% | 0.87% |
| Jun 2026 | 58.2% | 26.5% | 14.3% | 1% |
| Jul 2026 | 53.3% | 29.5% | 16% | 1.2% |
| Aug 2026 | 53.3% | 29.5% | 16% | 1.2% |
| Sep 2026 | 53.2% | 29.6% | 16% | 1.2% |
How has the Aviva and Legal & General comparison changed over the last 12 months?
3 findings
- Aviva was ahead of Legal & General in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aviva’s estimated Share of Search among life insurance brands in United Kingdom moved from 53.5% to 53.2%, and its estimated monthly branded searches moved from 368K to 301K.
- Across the 12 months ending September 2026, Legal & General’s estimated Share of Search among life insurance brands in United Kingdom moved from 29.7% to 29.6%, and its estimated monthly branded searches moved from 204K to 167K.
How did search popularity change for United Kingdom life insurance brands in September 2026?
2 changes
Estimated monthly branded searches for Aviva in United Kingdom fell 18.2% over 12 measured months, from 368K to 301K in September 2026.
Estimated monthly branded searches for Legal & General in United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.
Other head-to-heads among life insurance brands
How each brand is measured
Brandwave collects information about searches that people make online using Aviva’s and Legal & General’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
1 branded search term
- aviva
Legal & General
2 branded search terms
- legal and general
- legal general
Put your own brand in this comparison
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