--- title: "National Friendly vs Vitality: Which is searched more in the United Kingdom?" description: "Is National Friendly or Vitality more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Private health insurance 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/national-friendly-vs-vitality-uk" publisher: "Brandwave" --- # National Friendly vs Vitality: Which is searched more in the United Kingdom? Is National Friendly or Vitality more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Private health insurance 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**: National Friendly and Vitality - **Competitive set**: Private health insurance providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **National Friendly Share of Search**: 1.5% - **Vitality Share of Search**: 2.8% ## Is National Friendly or Vitality more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Bupa | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | WPA | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | AXA | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Aviva | 4th | 3 of 3 | 2 of 2 | 5 of 5 | | Vitality | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | Benenden Health | 6th | 0 of 3 | 2 of 2 | 2 of 5 | | National Friendly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Freedom Health Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about private health insurance providers - Asked ChatGPT "What's the best private health insurance in the UK?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva, 5. Vitality - Asked ChatGPT "Which private medical insurance provider should I choose?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva - Asked ChatGPT "Who are the best private health insurance providers in the UK?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva, 5. Vitality - Searched Google, AI Overview "private medical insurance": 1. Bupa, 2. Aviva, 3. AXA, 4. Vitality, 5. Benenden Health - Searched Google, AI Overview "private health insurance": 1. Bupa, 2. Aviva, 3. AXA, 4. Vitality, 5. Benenden Health Not named in any answer: National Friendly and Freedom Health Insurance. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 2026. ## How did search popularity change for United Kingdom private health insurance providers in September 2026? - 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. ## Month by month | Month | National Friendly estimated searches | National Friendly Share of Search | National Friendly rank | Vitality estimated searches | Vitality Share of Search | Vitality rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.9K | 1.2% | 7 | 5.4K | 2.2% | 6 | | Nov 2025 | 2.4K | 1% | 7 | 5.4K | 2.3% | 6 | | Dec 2025 | 1.9K | 1% | 7 | 4.4K | 2.3% | 6 | | Jan 2026 | 2.9K | 1% | 7 | 8.1K | 2.9% | 6 | | Feb 2026 | 2.9K | 1.1% | 7 | 6.6K | 2.6% | 6 | | Mar 2026 | 3.6K | 1.3% | 7 | 6.6K | 2.4% | 6 | | Apr 2026 | 2.4K | 0.98% | 7 | 6.6K | 2.7% | 6 | | May 2026 | 2.4K | 1% | 7 | 5.4K | 2.3% | 6 | | Jun 2026 | 3.6K | 1.5% | 7 | 6.6K | 2.8% | 6 | | Jul 2026 | 2.9K | 1.3% | 7 | 6.6K | 2.9% | 6 | | Aug 2026 | 2.9K | 1.4% | 7 | 6.6K | 3.2% | 6 | | Sep 2026 | 3.6K | 1.5% | 7 | 6.6K | 2.8% | 6 | ## How each brand is measured 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**: Measured on the search term “national friendly”. - **Vitality**: Measured on the search term “vitality life insurance”. - [National Friendly profile](/demand/uk/brands/national-friendly) - [Vitality profile](/demand/uk/brands/vitality-uk) - [All private health insurance providers in the United Kingdom](/demand/uk/categories/uk-private-health-insurance-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 National Friendly or Vitality more popular in search? 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%. ## Cite this page Brandwave. "National Friendly vs Vitality: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/national-friendly-vs-vitality-uk This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/national-friendly-vs-vitality-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.