Life insurance brands in United States:Which are searched most?
In September 2026, Northwestern Mutual was the most searched among life insurance brands in United States, with an estimated 202K branded searches and 49.1% estimated Share of Search within this set.
Northwestern Mutual49.1%
New York Life40.9%
MetLife8.1%
Prudential2%
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Share of SearchLeaderboard
Compare the life insurance brands operators run on. 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.
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% |
This month’s ranking, September 2026
| 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 leading brands
Which brand is most popular in search among life insurance brands in United States?
4 brands
In September 2026, Northwestern Mutual was the most searched among life insurance brands in United States, with an estimated 202K branded searches and 49.1% estimated Share of Search within this set. New York Life is in 2nd place, 8.2 percentage points behind at 40.9% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Northwestern Mutual | 53.3% → 49.1% | 53.3%Feb 2026 | 47.4%Nov 2025 | 1st |
| New York Life | 37.8% → 40.9% | 43.3%Nov 2025 | 37.8%Feb 2026 | 2nd |
| MetLife | 7.1% → 8.1% | 8.1%Sep 2026 | 6.6%May 2026 | 3rd |
| Prudential | 1.7% → 2% | 2%Sep 2026 | 1.5%Nov 2025 | 4th |
Each finding as a sentence
- 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, New York Life’s estimated Share of Search among life insurance brands in United States increased from 37.8% to 40.9%.
- Across the 12 months ending September 2026, MetLife’s estimated Share of Search among life insurance brands in United States increased from 7.1% to 8.1%.
- 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.
- Across the 12 months ending September 2026, New York Life’s estimated Share of Search among life insurance brands in United States peaked at 43.3% in November 2025 and was lowest at 37.8% in February 2026.
- Across the 12 months ending September 2026, MetLife’s estimated Share of Search among life insurance brands in United States peaked at 8.1% in September 2026 and was lowest at 6.6% in May 2026.
- Across the 12 months ending September 2026, Prudential held steady: its estimated Share of Search among life insurance brands in United States moved less than 0.5 percentage points.
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%.
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