New York Life vs Northwestern Mutual:Which is searched more in United States?
In September 2026, Northwestern Mutual had more branded searches than New York Life among life insurance brands in United States. Northwestern Mutual was estimated to have 202K branded searches compared to New York Life’s 168K, and held a 49.1% Share of Search versus New York Life’s 40.9%.
Follow New York Life vs Northwestern Mutual and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, New York Life or Northwestern Mutual?
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. 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% |
How has the New York Life and Northwestern Mutual comparison changed over the last 12 months?
3 findings
- Northwestern Mutual was ahead of New York Life in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, New York Life’s estimated Share of Search among life insurance brands in United States moved from 37.8% to 40.9%, and its estimated monthly branded searches moved from 176K to 168K.
- Across the 12 months ending September 2026, Northwestern Mutual’s estimated Share of Search among life insurance brands in United States moved from 53.3% to 49.1%, and its estimated monthly branded searches moved from 247K to 202K.
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%.
Other head-to-heads among life insurance brands
How each brand is measured
Brandwave collects information about searches that people make online using New York Life’s and Northwestern Mutual’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.
New York Life
2 branded search terms
- new york life
- new york life insurance
Northwestern Mutual
2 branded search terms
- northwestern mutual
- northwestern mutual insurance
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.