Northwestern Mutual vs Prudential:Which is searched more in United States?
In September 2026, Northwestern Mutual had more branded searches than Prudential among life insurance brands in United States. Northwestern Mutual was estimated to have 202K branded searches compared to Prudential’s 8.1K, and held a 49.1% Share of Search versus Prudential’s 2%.
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Which is more popular in search, Northwestern Mutual or Prudential?
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, Prudential. 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 Northwestern Mutual and Prudential comparison changed over the last 12 months?
3 findings
- Northwestern Mutual was ahead of Prudential in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Prudential’s estimated Share of Search among life insurance brands in United States moved from 1.7% to 2%, and its estimated monthly branded searches held steady at 8.1K.
How did search popularity change for United States life insurance brands in September 2026?
1 change
In September 2026, Northwestern Mutual gained estimated Share of Search among life insurance brands in United States, from 48.2% to 49.1%.
Other head-to-heads among life insurance brands
How each brand is measured
Brandwave collects information about searches that people make online using Northwestern Mutual’s and Prudential’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.
Northwestern Mutual
2 branded search terms
- northwestern mutual
- northwestern mutual insurance
Prudential
1 branded search term
- prudential insurance
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