Aviva vs Vitality:Which is searched more in United Kingdom?
In September 2026, Aviva had more branded searches than Vitality among life insurance brands in United Kingdom. Aviva was estimated to have 301K branded searches compared to Vitality’s 6.6K, and held a 53.2% Share of Search versus Vitality’s 1.2%.
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Which is more popular in search, Aviva or Vitality?
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, Vitality. 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 Vitality comparison changed over the last 12 months?
3 findings
- Aviva was ahead of Vitality 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, Vitality’s estimated Share of Search among life insurance brands in United Kingdom moved from 0.79% to 1.2%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
How did search popularity change for United Kingdom life insurance brands in September 2026?
2 changes
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 Vitality’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.
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