--- title: "Aviva vs Legal & General: Which is searched more in United Kingdom?" description: "Which is more popular in search, Aviva or Legal & General? Compare estimated monthly branded-search demand and Share of Search inside the Life insurance brands set in 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-legal-general" publisher: "Brandwave" --- # Aviva vs Legal & General: Which is searched more in United Kingdom? Which is more popular in search, Aviva or Legal & General? Compare estimated monthly branded-search demand and Share of Search inside the Life insurance brands set in 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 Legal & General - **Competitive set**: Life insurance brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aviva Share of Search**: 53.2% - **Legal & General Share of Search**: 29.6% ## Which is more popular in search, Aviva or Legal & General? - 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%. - 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? - 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. ## Month by month | Month | Aviva estimated searches | Aviva Share of Search | Aviva rank | Legal & General estimated searches | Legal & General Share of Search | Legal & General rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 368K | 53.5% | 1 | 204K | 29.7% | 2 | | Nov 2025 | 301K | 51.6% | 1 | 167K | 28.7% | 2 | | Dec 2025 | 301K | 58.3% | 1 | 137K | 26.5% | 2 | | Jan 2026 | 368K | 53.3% | 1 | 204K | 29.6% | 2 | | Feb 2026 | 368K | 58.1% | 1 | 168K | 26.5% | 2 | | Mar 2026 | 368K | 53.4% | 1 | 204K | 29.6% | 2 | | Apr 2026 | 301K | 51.5% | 1 | 167K | 28.6% | 2 | | May 2026 | 301K | 48.5% | 1 | 204K | 32.9% | 2 | | Jun 2026 | 368K | 58.2% | 1 | 167K | 26.5% | 2 | | Jul 2026 | 301K | 53.3% | 1 | 167K | 29.5% | 2 | | Aug 2026 | 301K | 53.3% | 1 | 167K | 29.5% | 2 | | Sep 2026 | 301K | 53.2% | 1 | 167K | 29.6% | 2 | ## 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**: Measured on the search term “aviva”. - **Legal & General**: Measured on the search terms “legal and general” and “legal general”, summed into one figure. - [Aviva profile](/demand/uk/brands/aviva) - [Legal & General profile](/demand/uk/brands/legal-general) - [All life insurance brands in United Kingdom](/demand/uk/categories/uk-life-insurance-brands): The set both shares are measured inside, 4 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Aviva or Legal & General? 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%. ## Cite this page Brandwave. "Aviva vs Legal & General: Which is searched more in United Kingdom?". https://gobrandwave.com/demand/uk/compare/aviva-vs-legal-general This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/aviva-vs-legal-general. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.