LV= vs Pure Retirement:Which is more popular?
In September 2026, Pure Retirement had more branded searches than LV= among equity release providers in the United Kingdom. Pure Retirement had about 1,600 branded searches, while LV= had 390. Pure Retirement made up 16.2% 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, Pure Retirement appeared in two of the four answers and LV= in one. Pure Retirement was mentioned before LV= in every answer that named either.
Who do people search for more?
Pure Retirement, about 4 searches for every 1 for LV=
Who does AI mention more?
Pure Retirement, mentioned in 2 of 4 answers, LV= in 1
Who does AI recommend more?
Pure Retirement, named ahead of LV= in 2 of 2 answers
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Top equity release providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Pure Retirement was mentioned in two out of four: in two of the three ChatGPT answers, but not 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. Pure Retirement was listed before LV= in every answer that named either.
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 LV= or Pure Retirement more popular in search?
This chart shows how often people search Google for LV= and Pure Retirement 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 Pure Retirement, 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 LV= and Pure Retirement comparison changed over the last 12 months?
3 findings
- Pure Retirement was ahead of LV= in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Pure Retirement’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, Pure Retirement lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using LV=’s and Pure Retirement’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.
LV=
1 branded search term
- lv equity release
Pure Retirement
1 branded search term
- pure retirement
Other head-to-heads among equity release providers
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