Key vs LV=:Which is more popular?
In September 2026, Key had more branded searches than LV= among equity release providers in the United Kingdom. Key had about 1,300 branded searches, while LV= had 390. Key made up 13.2% of all equity release provider searches we track, and LV= accounted for 4%. When we asked ChatGPT and Google AI Overviews about equity release providers, Key and LV= each appeared in one of the four answers.
Who do people search for more?
Key, about 3 searches for every 1 for LV=
Who does AI mention more?
Both were mentioned in 1 of 4 answers.
Follow Key vs LV= and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top equity release providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Key was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. LV= was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview.
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 Key or LV= more popular in search?
This chart shows how often people search Google for Key and LV= 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 Key, LV=. 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 Key and LV= comparison changed over the last 12 months?
3 findings
- Key was ahead of LV= in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Key’s share of searches among equity release providers in the United Kingdom moved from 11% to 13.2%, and its estimated monthly branded searches moved from 1K to 1.3K.
- Across the 12 months ending September 2026, LV=’s share of searches among equity release providers in the United Kingdom moved from 4.3% to 4%, and its estimated monthly branded searches held steady at 390.
How did search popularity change for United Kingdom equity release providers in September 2026?
2 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, Key lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Key’s and LV=’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.
Other head-to-heads among equity release providers
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.