How popular isNorthwestern Mutual in search?
In September 2026, there were an estimated 202K branded searches for Northwestern Mutual in United States which is down 18.3% over the last 12 months. Northwestern Mutual holds 49.1% estimated Share of Search among United States life insurance brands and is ranked 1st of 4 competitors for search popularity.
Northwestern Mutual49.1%
New York Life40.9%
MetLife8.1%
Prudential2%
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Which life insurance brands compete with Northwestern Mutual?
Share of Search by month for Northwestern Mutual, New York Life, MetLife. The figures are in the table below the chart.
View monthly share of search table
| Month | Northwestern Mutual | New York Life | MetLife | Prudential |
|---|---|---|---|---|
| Oct 2025 | 53.3% | 37.8% | 7.1% | 1.7% |
| Nov 2025 | 47.4% | 43.3% | 7.8% | 1.5% |
| Dec 2025 | 48.4% | 42.1% | 7.9% | 1.6% |
| Jan 2026 | 48.5% | 42% | 7.9% | 1.6% |
| Feb 2026 | 53.3% | 37.8% | 7.1% | 1.7% |
| Mar 2026 | 48.3% | 41.9% | 7.9% | 1.9% |
| Apr 2026 | 52.2% | 39% | 7% | 1.7% |
| May 2026 | 48.9% | 42.5% | 6.6% | 2% |
| Jun 2026 | 48.9% | 42.5% | 6.6% | 2% |
| Jul 2026 | 48.9% | 42.5% | 6.6% | 2% |
| Aug 2026 | 48.2% | 41.9% | 7.9% | 1.9% |
| Sep 2026 | 49.1% | 40.9% | 8.1% | 2% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 49.1% | 202K | 0% | +0.9 points | |
| 2, held 2nd | 40.9% | 168K | -4.2% | -1 points | |
| 3, held 3rd | 8.1% | 33.1K | 0% | +0.1 points | |
| 4, held 4th | 2% | 8.1K | 0% | 0 points |
49.1%
Held 1st. 202K estimated branded searches, 0% vs prior month. Share +0.9 points.
40.9%
Held 2nd. 168K estimated branded searches, -4.2% vs prior month. Share -1 points.
3.
MetLife8.1%
Held 3rd. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
2%
Held 4th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Northwestern Mutual and its closest rivals
Every comparison with Northwestern Mutual
3 comparisons
How has branded search demand for Northwestern Mutual changed in United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Northwestern Mutual in United States fell from 247K to 202K.
- Across the 12 months ending September 2026, Northwestern Mutual’s estimated Share of Search among life insurance brands in United States decreased from 53.3% to 49.1%.
- Across the 12 months ending September 2026, Northwestern Mutual’s estimated Share of Search among life insurance brands in United States peaked at 53.3% in February 2026 and was lowest at 47.4% in November 2025.
How did search popularity change for United States life insurance brands in September 2026?
2 changes
In September 2026, Northwestern Mutual gained estimated Share of Search among life insurance brands in United States, from 48.2% to 49.1%.
In September 2026, New York Life lost estimated Share of Search among life insurance brands in United States, from 41.9% to 40.9%.
How is Northwestern Mutual measured?
Brandwave collects information about searches that people make online using Northwestern Mutual’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
2 branded search terms
- northwestern mutual
- northwestern mutual insurance
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