National Friendly vs Vitality:Which is more popular?
In September 2026, Vitality had more branded searches than National Friendly among private health insurance providers in the United Kingdom. Vitality had about 6,600 branded searches, while National Friendly had 3,600. Vitality made up 2.8% of all private health insurance provider searches we track, and National Friendly accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about private health insurance providers, Vitality appeared in four of the five answers and National Friendly in none.
Who do people search for more?
Vitality, about 83% more searches than National Friendly
Who does AI mention more?
Vitality, mentioned in 4 of 5 answers, National Friendly in 0
Who does AI recommend more?
Vitality, the only one of the two named
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Top private health insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Vitality was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. National Friendly did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Bupa1st
WPA2nd
AXA3rd
Aviva4th- Vitality5th
Benenden Health6th
National Friendly–
Freedom Health Insurance–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bupa5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AXA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Vitality4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- WPA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Benenden Health2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- National Friendly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Freedom Health Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about private health insurance providers
5 answers
Asked ChatGPT
“What's the best private health insurance in the UK?”
Asked ChatGPT
“Which private medical insurance provider should I choose?”
Asked ChatGPT
“Who are the best private health insurance providers in the UK?”
Searched Google, AI Overview
“private medical insurance”
Searched Google, AI Overview
“private health insurance”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is National Friendly or Vitality more popular in search?
This chart shows how often people search Google for National Friendly and Vitality by name. Each line represents a brand's share of searches for all eight private health insurance providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Vitality, National Friendly. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bupa | AXA | Benenden Health | Aviva | WPA | Vitality | National Friendly | Freedom Health Insurance |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.6% | 23.9% | 16.8% | 6.1% | 3.7% | 2.2% | 1.2% | 0.37% |
| Nov 2025 | 46.5% | 23.7% | 17.1% | 5.1% | 3.8% | 2.3% | 1% | 0.37% |
| Dec 2025 | 47.6% | 24.8% | 14.3% | 6.4% | 3.3% | 2.3% | 1% | 0.38% |
| Jan 2026 | 47.6% | 24.8% | 14.3% | 5.2% | 3.9% | 2.9% | 1% | 0.31% |
| Feb 2026 | 43.4% | 27.1% | 16% | 5.8% | 3.6% | 2.6% | 1.1% | 0.35% |
| Mar 2026 | 48.1% | 24.5% | 14.4% | 5.3% | 3.7% | 2.4% | 1.3% | 0.31% |
| Apr 2026 | 45.1% | 28.1% | 13.6% | 5% | 4.3% | 2.7% | 0.98% | 0.3% |
| May 2026 | 46.7% | 29.2% | 11.5% | 5.1% | 3.8% | 2.3% | 1% | 0.31% |
| Jun 2026 | 45.9% | 28.6% | 11.3% | 5% | 4.6% | 2.8% | 1.5% | 0.3% |
| Jul 2026 | 48.4% | 25.4% | 11.9% | 5.3% | 4.5% | 2.9% | 1.3% | 0.26% |
| Aug 2026 | 44.1% | 27.3% | 13.2% | 5.9% | 4.6% | 3.2% | 1.4% | 0.29% |
| Sep 2026 | 46% | 24.9% | 13.8% | 6.2% | 4.5% | 2.8% | 1.5% | 0.3% |
How has the National Friendly and Vitality comparison changed over the last 12 months?
3 findings
- Vitality was ahead of National Friendly in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, National Friendly’s share of searches among private health insurance providers in the United Kingdom moved from 1.2% to 1.5%, and its estimated monthly branded searches moved from 2.9K to 3.6K.
- Across the 12 months ending September 2026, Vitality’s share of searches among private health insurance providers in the United Kingdom moved from 2.2% to 2.8%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
How did search popularity change for United Kingdom private health insurance providers in September 2026?
2 changes
Estimated monthly branded searches for National Friendly in the United Kingdom rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
Estimated monthly branded searches for Vitality in the United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using National Friendly’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.
National Friendly
1 branded search term
- national friendly
Vitality
1 branded search term
- vitality life insurance
Other head-to-heads among private health insurance providers
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