Legal & General vs Vitality:Which is searched more in United Kingdom?
In September 2026, Legal & General had more branded searches than Vitality among life insurance brands in United Kingdom. Legal & General was estimated to have 167K branded searches compared to Vitality’s 6.6K, and held a 29.6% Share of Search versus Vitality’s 1.2%.
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Which is more popular in search, Legal & General or Vitality?
Compare the life insurance brands operators run on. 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.
Share of Search by month for Legal & General, Vitality. The figures are in the table below the chart.
View monthly share of search table
| Month | Aviva | Legal & General | Royal London | Vitality |
|---|---|---|---|---|
| Oct 2025 | 53.5% | 29.7% | 16% | 0.79% |
| Nov 2025 | 51.6% | 28.7% | 18.8% | 0.92% |
| Dec 2025 | 58.3% | 26.5% | 14.3% | 0.85% |
| Jan 2026 | 53.3% | 29.6% | 15.9% | 1.2% |
| Feb 2026 | 58.1% | 26.5% | 14.3% | 1% |
| Mar 2026 | 53.4% | 29.6% | 16% | 0.96% |
| Apr 2026 | 51.5% | 28.6% | 18.8% | 1.1% |
| May 2026 | 48.5% | 32.9% | 17.7% | 0.87% |
| Jun 2026 | 58.2% | 26.5% | 14.3% | 1% |
| Jul 2026 | 53.3% | 29.5% | 16% | 1.2% |
| Aug 2026 | 53.3% | 29.5% | 16% | 1.2% |
| Sep 2026 | 53.2% | 29.6% | 16% | 1.2% |
How has the Legal & General and Vitality comparison changed over the last 12 months?
3 findings
- Legal & General was ahead of Vitality in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Legal & General’s estimated Share of Search among life insurance brands in United Kingdom moved from 29.7% to 29.6%, and its estimated monthly branded searches moved from 204K to 167K.
- Across the 12 months ending September 2026, Vitality’s estimated Share of Search among life insurance brands in United Kingdom moved from 0.79% to 1.2%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
How did search popularity change for United Kingdom life insurance brands in September 2026?
2 changes
Estimated monthly branded searches for Vitality in United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
Estimated monthly branded searches for Legal & General in United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.
Other head-to-heads among life insurance brands
How each brand is measured
Brandwave collects information about searches that people make online using Legal & General’s and Vitality’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
2 branded search terms
- legal and general
- legal general
Vitality
1 branded search term
- vitality life insurance
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