Canada Life vs Pure Retirement:Which is more popular?
In September 2026, Pure Retirement had more branded searches than Canada Life among equity release providers in the United Kingdom. Pure Retirement had about 1,600 branded searches, while Canada Life had 170. Pure Retirement made up 16.2% of all equity release provider searches we track, and Canada Life accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about equity release providers, Canada Life appeared in three of the four answers and Pure Retirement in two. Canada Life was mentioned before Pure Retirement in two out of three answers.
Who do people search for more?
Pure Retirement, about 9 searches for every 1 for Canada Life
Who does AI mention more?
Canada Life, mentioned in 3 of 4 answers, Pure Retirement in 2
Who does AI recommend more?
Canada Life, named ahead of Pure Retirement in 2 of 3 answers
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Top equity release providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Canada Life 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. Canada Life was listed before Pure Retirement in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Aviva1st
Legal & General2nd- Pure Retirement2nd
- Canada Life4th
more2life5th
LV=6th
Age Partnership–
Key–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Aviva3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Canada Life3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Legal & General2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- more2life2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Pure Retirement2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Key1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- LV=1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Age Partnership0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about equity release providers
4 answers
Asked ChatGPT
“Who are the best equity release providers in the UK?”
Asked ChatGPT
“Is equity release a good idea, and which company should I use?”
Asked ChatGPT
“Which equity release lenders have the lowest interest rates?”
Searched Google, AI Overview
“equity release”
- 1Key
- 1
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Canada Life or Pure Retirement more popular in search?
This chart shows how often people search Google for Canada Life and Pure Retirement by name. Each line represents a brand's share of searches for all eight equity release providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Pure Retirement, Canada Life. The figures are in the table below the chart.
View monthly share of searches table
| Month | Legal & General | Aviva | more2life | Pure Retirement | Age Partnership | Key | LV= | Canada Life |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 11% | 17.6% | 17.6% | 17.6% | 17.6% | 11% | 4.3% | 3.5% |
| Nov 2025 | 8.2% | 18.2% | 18.2% | 18.2% | 18.2% | 12.3% | 4.5% | 2.4% |
| Dec 2025 | 9.6% | 14.3% | 21.1% | 16.3% | 16.3% | 16.3% | 3.4% | 2.8% |
| Jan 2026 | 9% | 14.4% | 17.1% | 17.1% | 14.4% | 21.5% | 4.3% | 2.3% |
| Feb 2026 | 10.4% | 16.6% | 16.6% | 16.6% | 13.5% | 19.7% | 4% | 2.7% |
| Mar 2026 | 11.6% | 14.3% | 17% | 14.3% | 14.3% | 21.4% | 4.3% | 2.9% |
| Apr 2026 | 8.7% | 18.8% | 15.9% | 15.9% | 15.9% | 18.8% | 3.9% | 2.1% |
| May 2026 | 9.2% | 13.6% | 16.8% | 16.8% | 16.8% | 19.9% | 4.1% | 2.7% |
| Jun 2026 | 7.8% | 17.3% | 17.3% | 17.3% | 17.3% | 17.3% | 3.5% | 2.3% |
| Jul 2026 | 10.7% | 19.4% | 19.4% | 15.8% | 15.8% | 12.1% | 4.7% | 2.1% |
| Aug 2026 | 10.9% | 17.4% | 20.7% | 17.4% | 14.1% | 14.1% | 3.5% | 1.8% |
| Sep 2026 | 19.3% | 16.2% | 16.2% | 16.2% | 13.2% | 13.2% | 4% | 1.7% |
How has the Canada Life and Pure Retirement comparison changed over the last 12 months?
3 findings
- Pure Retirement was ahead of Canada Life in every measured month of the 12 months ending September 2026.
- 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.
- 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.
How did search popularity change for United Kingdom equity release providers in September 2026?
3 changes
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, Pure Retirement 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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Canada Life’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.
Canada Life
1 branded search term
- canada life equity release
Pure Retirement
1 branded search term
- pure retirement
Other head-to-heads among equity release providers
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