Brandwave

Irwin Mitchell vs Slater and Gordon:Which is more popular?

In September 2026, Irwin Mitchell had more branded searches than Slater and Gordon among personal injury solicitors in the United Kingdom. Irwin Mitchell had about 27,100 branded searches, while Slater and Gordon had 12,100. Irwin Mitchell made up 47.5% of all personal injury solicitor searches we track, and Slater and Gordon accounted for 21.2%. When we asked ChatGPT and Google AI Overviews about personal injury solicitors, Irwin Mitchell and Slater and Gordon each appeared in two of the three answers. Irwin Mitchell was mentioned before Slater and Gordon in every answer.

Among personal injury solicitors in the United Kingdom in September 2026

Who do people search for more?

Irwin Mitchell, about 2 searches for every 1 for Slater and Gordon

Irwin Mitchell 27.1K searchesSlater and Gordon 12.1K searches

Who does AI mention more?

Both were mentioned in 2 of 3 answers.

Irwin Mitchell in 2 of 3Slater and Gordon in 2 of 3

Who does AI recommend more?

Irwin Mitchell, named ahead of Slater and Gordon in every answer

Irwin Mitchell first in 2Slater and Gordon never first

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Top personal injury solicitors in ChatGPT and Google AI Overviews

In three ChatGPT questions, Irwin Mitchell and Slater and Gordon were each mentioned in two out of three: in two of the three ChatGPT answers. Irwin Mitchell was listed before Slater and Gordon in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Irwin Mitchell1st
  2. Stewarts2nd
  3. Leigh Day3rd
  4. Slater and Gordon4th
  5. Thompsons Solicitors5th
  6. Simpson Millar–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about personal injury solicitors

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.

Is Irwin Mitchell or Slater and Gordon more popular in search?

This chart shows how often people search Google for Irwin Mitchell and Slater and Gordon by name. Each line represents a brand's share of searches for all six personal injury solicitor brands we track, month by month, from searches in United Kingdom.

Irwin Mitchell and Slater and Gordon among personal injury solicitors in the United Kingdom, by month

Share of searches by month for Irwin Mitchell, Slater and Gordon. The figures are in the table below the chart.

View monthly share of searches table
MonthIrwin MitchellSlater and GordonThompsons SolicitorsLeigh DaySimpson MillarStewarts
Oct 202547.5%21.2%11.6%14.2%2.7%2.7%
Nov 202552.5%19.2%10.5%12.8%2.5%2.5%
Dec 202548.8%21.8%11.9%11.9%2.9%2.9%
Jan 202646.2%20.6%13.8%13.8%2.7%2.7%
Feb 202651.7%23.1%10.3%10.3%2%2.5%
Mar 202637.6%37.6%11.2%9.2%1.8%2.6%
Apr 202640.5%33.2%12.1%9.9%1.9%2.4%
May 202649%21.9%11.9%11.9%2.4%2.9%
Jun 202648.7%21.8%11.9%11.9%2.9%2.9%
Jul 202651%18.6%12.4%12.4%2.4%3%
Aug 202647.5%21.2%14.1%11.6%2.8%2.8%
Sep 202647.5%21.2%14.2%11.6%2.8%2.8%

How has the Irwin Mitchell and Slater and Gordon comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom personal injury solicitors in September 2026?

2 changes

  1. Estimated monthly branded searches for Slater and Gordon in the United Kingdom fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.

  2. Estimated monthly branded searches for Irwin Mitchell in the United Kingdom fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Irwin Mitchell’s and Slater and Gordon’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.

Irwin Mitchell

1 branded search term

  • irwin mitchell

Slater and Gordon

1 branded search term

  • slater and gordon

How the Brand Demand Index is measured

Other head-to-heads among personal injury solicitors

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