--- title: "Key vs more2life: Which is searched more in the United Kingdom?" description: "Is Key or more2life 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/key-later-life-vs-more2life" publisher: "Brandwave" --- # Key vs more2life: Which is searched more in the United Kingdom? Is Key or more2life 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**: Key and more2life - **Competitive set**: Equity release providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Key Share of Search**: 13.2% - **more2life Share of Search**: 16.2% ## Is Key or more2life more popular in search? - In September 2026, more2life had more branded searches than Key among equity release providers in the United Kingdom. more2life had about 1,600 branded searches, while Key had 1,300. more2life made up 16.2% of all equity release provider searches we track, and Key accounted for 13.2%. - The lead changed hands 2 times in the 12 months ending September 2026: Key took it in January 2026, more2life took it in July 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, more2life’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, more2life was mentioned in two out of four: in two of the three ChatGPT answers, but not in the 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. more2life was listed before Key in every answer that named either. 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, more2life lost share of searches among equity release providers in the United Kingdom, from 20.7% to 16.2%. - In September 2026, Key lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%. ## Month by month | Month | Key estimated searches | Key Share of Search | Key rank | more2life estimated searches | more2life Share of Search | more2life rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1K | 11% | 5 | 1.6K | 17.6% | 3 | | Nov 2025 | 880 | 12.3% | 5 | 1.3K | 18.2% | 3 | | Dec 2025 | 1K | 16.3% | 3 | 1.3K | 21.1% | 1 | | Jan 2026 | 2.4K | 21.5% | 1 | 1.9K | 17.1% | 2 | | Feb 2026 | 1.9K | 19.7% | 1 | 1.6K | 16.6% | 3 | | Mar 2026 | 2.4K | 21.4% | 1 | 1.9K | 17% | 2 | | Apr 2026 | 1.9K | 18.8% | 2 | 1.6K | 15.9% | 4 | | May 2026 | 1.9K | 19.9% | 1 | 1.6K | 16.8% | 3 | | Jun 2026 | 1.6K | 17.3% | 3 | 1.6K | 17.3% | 4 | | Jul 2026 | 1K | 12.1% | 5 | 1.6K | 19.4% | 2 | | Aug 2026 | 1.3K | 14.1% | 5 | 1.9K | 20.7% | 1 | | Sep 2026 | 1.3K | 13.2% | 6 | 1.6K | 16.2% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Key’s and more2life’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. - **Key**: Measured on the search term “key equity release”. - **more2life**: Measured on the search term “more2life”. - [Key profile](/demand/uk/brands/key-later-life) - [more2life profile](/demand/uk/brands/more2life) - [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 Key or more2life more popular in search? In September 2026, more2life had more branded searches than Key among equity release providers in the United Kingdom. more2life had about 1,600 branded searches, while Key had 1,300. more2life made up 16.2% of all equity release provider searches we track, and Key accounted for 13.2%. ## Cite this page Brandwave. "Key vs more2life: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/key-later-life-vs-more2life This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/key-later-life-vs-more2life. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.