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The Marrow UK Insurance AI Visibility Index · Q2 2026 Conference (grounded)

The UK insurance AI Visibility Index

What this Index measures

The AI Visibility Index measures how often and how favourably each brand appears in the answers given by AI assistants to common insurance questions. It is not a measure of price, cover, claims service, financial strength or value for money, and it is not a recommendation to buy any product. A high score means a brand is well represented in AI answers. It does not mean the insurance is better.

Independence and conflicts

  • No brand pays to be listed, removed or re-ranked. Positions are measured from real AI responses.
  • Marrow sells infrastructure to insurers and may have a commercial relationship with brands appearing in the Index.
  • Marrow is not an insurer or a broker, and is not authorised by the Financial Conduct Authority.
How the Index is governed

Informational only. Not financial advice, not a personal recommendation, and not a comparison of price or cover. Always check terms directly with the insurer.

Top 10 of 10 brands · Updated 2026-05-20

  1. #1

    Admiral

    IntermediaryCarrier details incomplete

    Underwritten by a panel of 3 carriers: Admiral Insurance Company Limited, Admiral Insurance (Gibraltar) Limited, Great Lakes Insurance UK Limited. Insurer details

    Score 52 · Vis 44 · Sen 64 · Acc 98 · Rec 22

  2. #2

    Saga

    IntermediaryLimited data

    Underwritten by Ageas Insurance Limited. Insurer details

    Score 46 · Vis 10 · Sen 63 · Acc 100 · Rec 33

    6
  3. #3

    LV=

    Insurer

    Underwritten by Liverpool Victoria Insurance Company Limited. Insurer details

    Score 44 · Vis 28 · Sen 68 · Acc 100 · Rec 7

    1
  4. #4

    Direct Line

    Insurer

    Underwritten by U K Insurance Limited. Insurer details

    Score 43 · Vis 26 · Sen 59 · Acc 98 · Rec 12

    2
  5. #5

    Hastings Direct

    IntermediaryCarrier details incomplete

    Underwritten by Advantage Insurance Company Limited. Insurer details

    Score 43 · Vis 21 · Sen 65 · Acc 100 · Rec 13

  6. #6

    NFU Mutual

    Insurer

    Underwritten by The National Farmers Union Mutual Insurance Society Limited. Insurer details

    Score 42 · Vis 12 · Sen 67 · Acc 100 · Rec 15

    1
  7. #7

    Aviva

    Insurer

    Underwritten by Aviva Insurance Limited. Insurer details

    Score 41 · Vis 33 · Sen 56 · Acc 92 · Rec 6

    4
  8. #8

    Churchill

    Insurer

    Underwritten by U K Insurance Limited. Insurer details

    Score 34 · Vis 13 · Sen 67 · Acc 67 · Rec 10

    2
  9. #9

    AXA

    Insurer

    Underwritten by AXA Insurance UK plc. Insurer details

    Score 33 · Vis 14 · Sen 44 · Acc 100 · Rec 0

  10. #10

    Tesco Bank

    IntermediaryLimited data

    Underwritten by Tesco Underwriting Limited. Insurer details

    Score 33 · Vis 4 · Sen 57 · Acc 100 · Rec 0

Showing the top 20 brands by AI Visibility Score. The Index ranks consumer brands, not insurers. The company each contract of insurance is made with is named on every row.

AI Visibility Scores are derived from live AI assistant outputs, which vary by prompt, session and model version, so they are a directional signal of AI visibility rather than a guarantee of how any single query will respond. The Index is editorial and unsponsored. This is not financial advice; always confirm policy terms directly with the insurer.

Direct Line and Churchill are both underwritten by U K Insurance Limited and are ranked here as separate consumer brands, not as separate insurers.

Who underwrites each brandHow the Index is governedFull methodology
Browse by line

AI visibility by insurance line

The same measurement, broken down for each line of cover.

Car insuranceHow UK car insurance brands show up when consumers ask AI assistants about cover.Home insuranceVisibility, sentiment and accuracy across LLM answers about home insurance brands.Travel insuranceWhich travel insurance brands AI engines name for trip cover, medical and cancellations.Pet insuranceHow pet insurance brands appear when LLMs are asked about cover for dogs, cats and exotics.
Methodology

How the AI Visibility Score is built

We measure how UK insurance brands show up when consumers ask AI assistants about insurance. Each quarter we run a fixed battery of prompts across ChatGPT, Claude and Gemini, mirroring the real questions shoppers type ("best car insurance for young drivers", "cheapest pet insurance for a puppy", etc.) and the follow-ups they ask next.

Every response is parsed for brand mentions. Each mention is classified on four dimensions: whether the brand appeared at all (visibility), whether the surrounding sentiment was positive, neutral or negative (sentiment), whether the claims the model made about the brand were factually correct against public FCA and provider data (accuracy), and whether the brand was presented as a top pick (recommendation).

Each dimension is normalised to a 0-100 scale and weighted into a single composite AI Visibility Score. The Index is refreshed quarterly. Every dimension describes the content of an AI answer. None of them measures price, cover, claims service, financial strength or value for money.

The Index ranks consumer brands, not insurers. Many of the brands listed are intermediaries rather than the company the insurance contract is made with, and some are underwritten by a panel of carriers whose composition varies by policy. The underwriting carrier for each brand is published alongside it.

What is an AI Visibility Score?+

A 0-100 measure of how a brand appears when consumers ask AI assistants about insurance. It combines visibility, sentiment, factual accuracy of the model's claims, and how often the model presents the brand as a top pick, per insurance line. A high score means the brand is well represented in AI answers. It does not mean the insurance is better.

What does the Index not measure?+

Price, cover, policy terms, claims service, complaint rates, financial strength and value for money. None of these are inputs. Nothing in the Index should be read as a recommendation to buy, or as a comparison of the insurance products themselves.

Which AI engines are measured?+

The current Index covers ChatGPT (GPT-4 class), Claude and Gemini. Perplexity is on the roadmap once UK consumer usage of agentic search crosses our inclusion threshold; we add engines as the evidence supports it.

How often are scores refreshed?+

Quarterly. LLM behaviour shifts with every model release, so fresh measurement matters more here than in traditional SEO.

Why is a brand ranked in a line it does not sell products in?+

Because the Index records which brands AI assistants name when asked about a line, not which brands offer products in it. Where a model names a specialist brand outside its actual market, that mention is still measured. Read a position as a fact about AI behaviour rather than as a statement about the brand's product range.

Can a brand pay to improve its position?+

No. Nothing on this page can be purchased. Scores are measured independently from public AI outputs, and Marrow's commercial relationships with any insurer have no bearing on how that insurer is scored.