Legal & General vs more2life:Which is more popular?
In September 2026, Legal & General had more branded searches than more2life among equity release providers in the United Kingdom. Legal & General had about 1,900 branded searches, while more2life had 1,600. Legal & General made up 19.3% of all equity release provider searches we track, and more2life accounted for 16.2%. When we asked ChatGPT and Google AI Overviews about equity release providers, Legal & General and more2life each appeared in two of the four answers. Legal & General was mentioned before more2life in two out of three answers.
Who do people search for more?
Legal & General, about 19% more searches than more2life
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Legal & General, named ahead of more2life 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, Legal & General and more2life were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Legal & General was listed before more2life 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 Legal & General or more2life more popular in search?
This chart shows how often people search Google for Legal & General and more2life 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 Legal & General, more2life. 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% |
Legal & General sells other things too, so only its searches that name this product count here, like “legal and general equity release”.
How has the Legal & General and more2life comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Legal & General took it in September 2026.
- Across the 12 months ending September 2026, Legal & General’s share of searches among equity release providers in the United Kingdom moved from 11% to 19.3%, and its estimated monthly branded searches moved from 1K to 1.9K.
- 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.
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, more2life lost share of searches among equity release providers in the United Kingdom, from 20.7% to 16.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Legal & General’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.
Legal & General
1 branded search term
- legal and general equity release
more2life
1 branded search term
- more2life
Other head-to-heads among equity release providers
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