Brandwave

Royal London vs Zurich:Which is more popular?

In September 2026, Royal London had more branded searches than Zurich among life insurance brands in the United Kingdom. Royal London had about 90,500 branded searches, while Zurich had 19,200. Royal London made up 15.4% of all life insurance brand searches we track, and Zurich accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about life insurance brands, Royal London appeared in four of the five answers and Zurich in three. Royal London was mentioned before Zurich in every answer that named either.

Among life insurance brands in the United Kingdom in September 2026

Who do people search for more?

Royal London, about 5 searches for every 1 for Zurich

Royal London 90.5K searchesZurich 19.2K searches

Who does AI mention more?

Royal London, mentioned in 4 of 5 answers, Zurich in 3

Royal London in 4 of 5Zurich in 3 of 5

Who does AI recommend more?

Royal London, named ahead of Zurich in 4 of 4 answers

Royal London first in 4Zurich never first

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Top life insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Royal London was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Zurich was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Royal London was listed before Zurich in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Aviva1st
  2. Legal & General2nd
  3. Royal London3rd
  4. Vitality4th
  5. Zurich5th
  6. LV=6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Legal & General5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Royal London4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zurich3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vitality2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LV=2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about life insurance brands

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.

Is Royal London or Zurich more popular in search?

This chart shows how often people search Google for Royal London and Zurich by name. Each line represents a brand's share of searches for all six life insurance brands we track, month by month, from searches in United Kingdom.

Royal London and Zurich among life insurance brands in the United Kingdom, by month

Share of searches by month for Royal London, Zurich. The figures are in the table below the chart.

View monthly share of searches table
MonthAvivaLegal & GeneralRoyal LondonZurichVitalityLV=
Oct 202551.5%28.5%15.4%3.2%0.76%0.62%
Nov 202549.6%27.6%18.1%3.2%0.89%0.59%
Dec 202556.3%25.6%13.9%2.8%0.82%0.54%
Jan 202650.9%28.2%15.2%3.8%1.1%0.75%
Feb 202655.8%25.4%13.7%3.4%1%0.67%
Mar 202651.4%28.5%15.4%3.1%0.92%0.62%
Apr 202649.3%27.4%18%3.6%1.1%0.72%
May 202647%31.8%17.2%2.5%0.84%0.69%
Jun 202656.4%25.7%13.9%2.4%1%0.67%
Jul 202651.6%28.6%15.5%2.6%1.1%0.62%
Aug 202651.7%28.7%15.5%2.3%1.1%0.62%
Sep 202651.1%28.4%15.4%3.3%1.1%0.75%

How has the Royal London and Zurich comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom life insurance brands in September 2026?

2 changes

  1. In September 2026, Zurich gained share of searches among life insurance brands in the United Kingdom, from 2.3% to 3.3%.

  2. Estimated monthly branded searches for Royal London in the United Kingdom fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Royal London’s and Zurich’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.

Royal London

1 branded search term

  • royal london

Zurich

2 branded search terms

  • zurich insurance
  • zurich life insurance

How the Brand Demand Index is measured

Other head-to-heads among life insurance brands

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