--- title: "Life insurance brands in United States: Which are searched most?" description: "Compare the life insurance brands operators run on. Share of Search among Northwestern Mutual, New York Life, MetLife and Prudential, the life insurance brands Brandwave compares in United States, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/us/categories/us-life-insurance-brands" publisher: "Brandwave" --- # Life insurance brands in United States: Which are searched most? Compare the life insurance brands operators run on. Share of Search among Northwestern Mutual, New York Life, MetLife and Prudential, the life insurance brands Brandwave compares in United States, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Life insurance brands - **Market**: United States - **Brands compared**: 4 - **Month measured**: Sep 2026 - **Highest Share of Search**: Northwestern Mutual, 49.1% ## Which brand is most popular in search among life insurance brands in United States? - 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. - 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. ## Compare search popularity between leading brands - [Northwestern Mutual vs New York Life: compare search popularity](/demand/us/compare/new-york-life-vs-northwestern-mutual): 49.1% against 40.9% Share of Search. - [Northwestern Mutual vs MetLife: compare search popularity](/demand/us/compare/metlife-vs-northwestern-mutual): 49.1% against 8.1% Share of Search. - [New York Life vs MetLife: compare search popularity](/demand/us/compare/metlife-vs-new-york-life): 40.9% against 8.1% Share of Search. ## How did search popularity change for United States life insurance brands in September 2026? - 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%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Northwestern Mutual | 49.1% | 202K | 0.0% | Northwestern Mutual | | 2 | New York Life | 40.9% | 168K | -4.2% | New York Life | | 3 | MetLife | 8.1% | 33.1K | 0.0% | MetLife | | 4 | Prudential | 2% | 8.1K | 0.0% | Prudential | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Northwestern Mutual | 247K | 53.3% | 1 | | Oct 2025 | New York Life | 176K | 37.8% | 2 | | Oct 2025 | MetLife | 33.1K | 7.1% | 3 | | Oct 2025 | Prudential | 8.1K | 1.7% | 4 | | Nov 2025 | Northwestern Mutual | 202K | 47.4% | 1 | | Nov 2025 | New York Life | 185K | 43.3% | 2 | | Nov 2025 | MetLife | 33.1K | 7.8% | 3 | | Nov 2025 | Prudential | 6.6K | 1.5% | 4 | | Dec 2025 | Northwestern Mutual | 202K | 48.4% | 1 | | Dec 2025 | New York Life | 176K | 42.1% | 2 | | Dec 2025 | MetLife | 33.1K | 7.9% | 3 | | Dec 2025 | Prudential | 6.6K | 1.6% | 4 | | Jan 2026 | Northwestern Mutual | 248K | 48.5% | 1 | | Jan 2026 | New York Life | 215K | 42% | 2 | | Jan 2026 | MetLife | 40.5K | 7.9% | 3 | | Jan 2026 | Prudential | 8.1K | 1.6% | 4 | | Feb 2026 | Northwestern Mutual | 247K | 53.3% | 1 | | Feb 2026 | New York Life | 176K | 37.8% | 2 | | Feb 2026 | MetLife | 33.1K | 7.1% | 3 | | Feb 2026 | Prudential | 8.1K | 1.7% | 4 | | Mar 2026 | Northwestern Mutual | 247K | 48.3% | 1 | | Mar 2026 | New York Life | 215K | 41.9% | 2 | | Mar 2026 | MetLife | 40.5K | 7.9% | 3 | | Mar 2026 | Prudential | 9.9K | 1.9% | 4 | | Apr 2026 | Northwestern Mutual | 247K | 52.2% | 1 | | Apr 2026 | New York Life | 185K | 39% | 2 | | Apr 2026 | MetLife | 33.1K | 7% | 3 | | Apr 2026 | Prudential | 8.1K | 1.7% | 4 | | May 2026 | Northwestern Mutual | 202K | 48.9% | 1 | | May 2026 | New York Life | 176K | 42.5% | 2 | | May 2026 | MetLife | 27.1K | 6.6% | 3 | | May 2026 | Prudential | 8.1K | 2% | 4 | | Jun 2026 | Northwestern Mutual | 202K | 48.9% | 1 | | Jun 2026 | New York Life | 176K | 42.5% | 2 | | Jun 2026 | MetLife | 27.1K | 6.6% | 3 | | Jun 2026 | Prudential | 8.1K | 2% | 4 | | Jul 2026 | Northwestern Mutual | 202K | 48.9% | 1 | | Jul 2026 | New York Life | 176K | 42.5% | 2 | | Jul 2026 | MetLife | 27.1K | 6.6% | 3 | | Jul 2026 | Prudential | 8.1K | 2% | 4 | | Aug 2026 | Northwestern Mutual | 202K | 48.2% | 1 | | Aug 2026 | New York Life | 176K | 41.9% | 2 | | Aug 2026 | MetLife | 33.1K | 7.9% | 3 | | Aug 2026 | Prudential | 8.1K | 1.9% | 4 | | Sep 2026 | Northwestern Mutual | 202K | 49.1% | 1 | | Sep 2026 | New York Life | 168K | 40.9% | 2 | | Sep 2026 | MetLife | 33.1K | 8.1% | 3 | | Sep 2026 | Prudential | 8.1K | 2% | 4 | ## What is being compared - **MetLife**: Measured on the search term “metlife insurance”. - **New York Life**: Measured on the search terms “new york life” and “new york life insurance”, summed into one figure. - **Northwestern Mutual**: Measured on the search terms “northwestern mutual” and “northwestern mutual insurance”, summed into one figure. - **Prudential**: Measured on the search term “prudential insurance”. - [MetLife](/demand/us/brands/metlife) - [New York Life](/demand/us/brands/new-york-life) - [Northwestern Mutual](/demand/us/brands/northwestern-mutual) - [Prudential](/demand/us/brands/prudential) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among life insurance brands in United States? 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. ## Cite this page Brandwave. "Life insurance brands in United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-life-insurance-brands This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-life-insurance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.