--- title: "Aviva vs Pure Retirement: Which is searched more in the United Kingdom?" description: "Is Aviva or Pure Retirement 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-pure-retirement" publisher: "Brandwave" --- # Aviva vs Pure Retirement: Which is searched more in the United Kingdom? Is Aviva or Pure Retirement 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 Pure Retirement - **Competitive set**: Equity release providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aviva Share of Search**: 16.2% - **Pure Retirement Share of Search**: 16.2% ## Is Aviva or Pure Retirement more popular in search? - In September 2026, Aviva and Pure Retirement were level in searches among equity release providers in the United Kingdom, with an estimated 1.6K branded searches each, at 16.2% of the total each. - The lead changed hands 3 times in the 12 months ending September 2026: Aviva took it in April 2026, Pure Retirement took it in May 2026, Aviva took it in July 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, Pure Retirement’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. ## Top equity release providers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Aviva was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Pure Retirement was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Aviva was listed before Pure Retirement in two out of three 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, Aviva lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%. - In September 2026, Pure Retirement lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%. ## Month by month | Month | Aviva estimated searches | Aviva Share of Search | Aviva rank | Pure Retirement estimated searches | Pure Retirement Share of Search | Pure Retirement rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.6K | 17.6% | 2 | 1.6K | 17.6% | 4 | | Nov 2025 | 1.3K | 18.2% | 2 | 1.3K | 18.2% | 4 | | Dec 2025 | 880 | 14.3% | 5 | 1K | 16.3% | 4 | | Jan 2026 | 1.6K | 14.4% | 5 | 1.9K | 17.1% | 3 | | Feb 2026 | 1.6K | 16.6% | 2 | 1.6K | 16.6% | 4 | | Mar 2026 | 1.6K | 14.3% | 4 | 1.6K | 14.3% | 5 | | Apr 2026 | 1.9K | 18.8% | 1 | 1.6K | 15.9% | 5 | | May 2026 | 1.3K | 13.6% | 5 | 1.6K | 16.8% | 4 | | Jun 2026 | 1.6K | 17.3% | 2 | 1.6K | 17.3% | 5 | | Jul 2026 | 1.6K | 19.4% | 1 | 1.3K | 15.8% | 4 | | Aug 2026 | 1.6K | 17.4% | 2 | 1.6K | 17.4% | 3 | | Sep 2026 | 1.6K | 16.2% | 2 | 1.6K | 16.2% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Aviva’s and Pure Retirement’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”. - **Pure Retirement**: Measured on the search term “pure retirement”. - [Aviva profile](/demand/uk/brands/aviva) - [Pure Retirement profile](/demand/uk/brands/pure-retirement) - [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 Pure Retirement more popular in search? In September 2026, Aviva and Pure Retirement were level in searches among equity release providers in the United Kingdom, with an estimated 1.6K branded searches each, at 16.2% of the total each. ## Cite this page Brandwave. "Aviva vs Pure Retirement: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/aviva-vs-pure-retirement This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/aviva-vs-pure-retirement. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.