---
title: "New York Life vs Northwestern Mutual: Which is searched more in United States?"
description: "Which is more popular in search, New York Life or Northwestern Mutual? Compare estimated monthly branded-search demand and Share of Search inside the Life insurance brands set in United States. 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/compare/new-york-life-vs-northwestern-mutual"
publisher: "Brandwave"
---

# New York Life vs Northwestern Mutual: Which is searched more in United States?

Which is more popular in search, New York Life or Northwestern Mutual? Compare estimated monthly branded-search demand and Share of Search inside the Life insurance brands set in United States. 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

- **Compared**: New York Life and Northwestern Mutual
- **Competitive set**: Life insurance brands
- **Market**: United States
- **Month measured**: Sep 2026
- **New York Life Share of Search**: 40.9%
- **Northwestern Mutual Share of Search**: 49.1%

## Which is more popular in search, New York Life or Northwestern Mutual?

- 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%.
- 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?

- 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%.

## Month by month

| Month | New York Life estimated searches | New York Life Share of Search | New York Life rank | Northwestern Mutual estimated searches | Northwestern Mutual Share of Search | Northwestern Mutual rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 176K | 37.8% | 2 | 247K | 53.3% | 1 |
| Nov 2025 | 185K | 43.3% | 2 | 202K | 47.4% | 1 |
| Dec 2025 | 176K | 42.1% | 2 | 202K | 48.4% | 1 |
| Jan 2026 | 215K | 42% | 2 | 248K | 48.5% | 1 |
| Feb 2026 | 176K | 37.8% | 2 | 247K | 53.3% | 1 |
| Mar 2026 | 215K | 41.9% | 2 | 247K | 48.3% | 1 |
| Apr 2026 | 185K | 39% | 2 | 247K | 52.2% | 1 |
| May 2026 | 176K | 42.5% | 2 | 202K | 48.9% | 1 |
| Jun 2026 | 176K | 42.5% | 2 | 202K | 48.9% | 1 |
| Jul 2026 | 176K | 42.5% | 2 | 202K | 48.9% | 1 |
| Aug 2026 | 176K | 41.9% | 2 | 202K | 48.2% | 1 |
| Sep 2026 | 168K | 40.9% | 2 | 202K | 49.1% | 1 |

## 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**: 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.

- [New York Life profile](/demand/us/brands/new-york-life)
- [Northwestern Mutual profile](/demand/us/brands/northwestern-mutual)
- [All life insurance brands in United States](/demand/us/categories/us-life-insurance-brands): The set both shares are measured inside, 4 brands.

## 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 is more popular in search, New York Life or Northwestern Mutual?

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%.

## Cite this page

Brandwave. "New York Life vs Northwestern Mutual: Which is searched more in United States?". https://gobrandwave.com/demand/us/compare/new-york-life-vs-northwestern-mutual

This page is also available as HTML at https://gobrandwave.com/demand/us/compare/new-york-life-vs-northwestern-mutual. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.