Aviva vs Legal & General:Which is more popular?
In September 2026, Aviva had more branded searches than Legal & General among life insurance brands in the United Kingdom. Aviva had about 301,000 branded searches, while Legal & General had 167,000. Aviva made up 50.1% of all life insurance brand searches we track, and Legal & General accounted for 27.8%. When we asked ChatGPT and Google AI Overviews about life insurance brands, both Aviva and Legal & General appeared in all five answers. Aviva was mentioned before Legal & General in three out of five answers.
Who do people search for more?
Aviva, about 80% more searches than Legal & General
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Aviva, named ahead of Legal & General in 3 of 5 answers
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Top life insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Aviva and Legal & General showed up in all five answers. Aviva was listed before Legal & General in three of them.
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 Aviva or Legal & General more popular in search?
This chart shows how often people search Google for Aviva and Legal & General 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 Aviva, Legal & General. 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 Aviva and Legal & General comparison changed over the last 12 months?
3 findings
- Aviva was ahead of Legal & General in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aviva’s share of searches among life insurance brands in the United Kingdom moved from 50.6% to 50.1%, and its estimated monthly branded searches moved from 368K to 301K.
- Across the 12 months ending September 2026, Legal & General’s share of searches among life insurance brands in the United Kingdom moved from 28% to 27.8%, and its estimated monthly branded searches moved from 204K to 167K.
How did search popularity change for United Kingdom life insurance brands in September 2026?
2 changes
In September 2026, Aviva lost share of searches among life insurance brands in the United Kingdom, from 50.7% to 50.1%.
Estimated monthly branded searches for Legal & General in the United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Aviva’s and Legal & General’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.
Aviva
1 branded search term
- aviva
Legal & General
2 branded search terms
- legal and general
- legal general
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