SunLife vs Vitality:Which is more popular?
In September 2026, SunLife and Vitality were level in searches among life insurance brands in the United Kingdom, with an estimated 6.6K branded searches each, at 1.1% of the total each. When we asked ChatGPT and Google AI Overviews about life insurance brands, Vitality appeared in two of the five answers and SunLife in none.
Who do people search for more?
SunLife and Vitality are searched for about as often as each other.
Who does AI mention more?
Vitality, mentioned in 2 of 5 answers, SunLife in 0
Who does AI recommend more?
Vitality, the only one of the two named
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Top life insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Vitality was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. SunLife 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.
Aviva1st
Legal & General2nd
Royal London3rd- Vitality4th
Zurich5th
LV=6th
SunLife–
Beagle Street–
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
- SunLife0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Beagle Street0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about life insurance brands
5 answers
Asked ChatGPT
“Which life insurance brand should I use in the UK?”
Asked ChatGPT
“What are the best life insurance brands in the UK?”
Asked ChatGPT
“What's the best life insurance brand in the UK for family protection?”
Searched Google, AI Overview
“life insurance quote”
Searched Google, AI Overview
“best life 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 19, 2026.
Is SunLife or Vitality more popular in search?
This chart shows how often people search Google for SunLife and Vitality by name. Each line represents a brand's share of searches for all eight life insurance brands we track, month by month, from searches in United Kingdom.
Share of searches by month for SunLife, Vitality. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aviva | Legal & General | Royal London | Zurich | SunLife | Vitality | Beagle Street | LV= |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 28% | 15.1% | 3.1% | 1.1% | 0.74% | 0.74% | 0.6% |
| Nov 2025 | 48.7% | 27.1% | 17.8% | 3.1% | 1.1% | 0.87% | 0.71% | 0.58% |
| Dec 2025 | 55.4% | 25.2% | 13.6% | 2.8% | 0.99% | 0.81% | 0.66% | 0.53% |
| Jan 2026 | 49.8% | 27.6% | 14.9% | 3.7% | 1.3% | 1.1% | 0.89% | 0.73% |
| Feb 2026 | 54.6% | 24.9% | 13.4% | 3.3% | 1.2% | 0.98% | 0.8% | 0.65% |
| Mar 2026 | 50.5% | 28% | 15.1% | 3.1% | 1.1% | 0.91% | 0.74% | 0.6% |
| Apr 2026 | 48.2% | 26.8% | 17.6% | 3.5% | 1.3% | 1.1% | 0.86% | 0.7% |
| May 2026 | 46.1% | 31.2% | 16.8% | 2.4% | 1.2% | 0.83% | 0.67% | 0.67% |
| Jun 2026 | 55.3% | 25.2% | 13.6% | 2.4% | 1.2% | 0.99% | 0.66% | 0.66% |
| Jul 2026 | 50.6% | 28.1% | 15.2% | 2.5% | 1.1% | 1.1% | 0.74% | 0.61% |
| Aug 2026 | 50.7% | 28.1% | 15.2% | 2.3% | 1.1% | 1.1% | 0.91% | 0.61% |
| Sep 2026 | 50.1% | 27.8% | 15.1% | 3.2% | 1.1% | 1.1% | 0.9% | 0.73% |
How has the SunLife and Vitality comparison changed over the last 12 months?
3 findings
- SunLife was ahead of Vitality in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, SunLife’s share of searches among life insurance brands in the United Kingdom held steady at 1.1%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending September 2026, Vitality’s share of searches among life insurance brands in the United Kingdom moved from 0.74% to 1.1%, 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
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using SunLife’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.
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