Car 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.
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
- #152446498220
Admiral
IntermediaryCarrier details incompleteUnderwritten 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
- #2461063100336
Saga
IntermediaryLimited dataUnderwritten by Ageas Insurance Limited. Insurer details
Score 46 · Vis 10 · Sen 63 · Acc 100 · Rec 33
- #344286810071
LV=
InsurerUnderwritten by Liverpool Victoria Insurance Company Limited. Insurer details
Score 44 · Vis 28 · Sen 68 · Acc 100 · Rec 7
- #443265998122
Direct Line
InsurerUnderwritten by U K Insurance Limited. Insurer details
Score 43 · Vis 26 · Sen 59 · Acc 98 · Rec 12
- #5432165100130
Hastings Direct
IntermediaryCarrier details incompleteUnderwritten by Advantage Insurance Company Limited. Insurer details
Score 43 · Vis 21 · Sen 65 · Acc 100 · Rec 13
- #6421267100151
NFU Mutual
InsurerUnderwritten by The National Farmers Union Mutual Insurance Society Limited. Insurer details
Score 42 · Vis 12 · Sen 67 · Acc 100 · Rec 15
- #74133569264
Aviva
InsurerUnderwritten by Aviva Insurance Limited. Insurer details
Score 41 · Vis 33 · Sen 56 · Acc 92 · Rec 6
- #834136767102
Churchill
InsurerUnderwritten by U K Insurance Limited. Insurer details
Score 34 · Vis 13 · Sen 67 · Acc 67 · Rec 10
- #933144410000
AXA
InsurerUnderwritten by AXA Insurance UK plc. Insurer details
Score 33 · Vis 14 · Sen 44 · Acc 100 · Rec 0
- #103345710000
Tesco Bank
IntermediaryLimited dataUnderwritten 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.
Ask ChatGPT, Claude or Gemini about car insurance and you will get a confident answer naming particular brands. This page measures which brands those are. It scores how often each UK car insurance brand is named in AI answers, how favourably it is described, and how accurately, refreshed each quarter.
Car insurance is the most AI-queried line we measure. Shoppers ask about cover for young and new drivers, black-box and telematics policies, multi-car and named-driver setups, and protecting a no-claims discount. Brands whose public product information lines up cleanly with those specific questions tend to be named more often and described more accurately.
A high position below means a brand is well represented in AI answers about car cover. It does not mean the insurance is better, cheaper or more suitable for you.
How the car insurance Index is measured
Each quarter we put real car insurance questions to leading AI assistants and read every answer. For each brand we score four things: whether it was named at all (visibility), how positive the language was (sentiment), whether the facts the model gave were correct (accuracy), and whether the model presented it as a top pick (recommendation). Those blend into a single 0-100 AI Visibility Score. All four describe the AI answer. None of them measures price, cover, claims service or value for money.
This quarter's car insurance measurement draws on 77 questions, each put to 3 AI assistants (ChatGPT, Claude, Gemini) 20 times, for 3,557 answers analysed across 10 brands.
Example questions we asked
- Which UK car insurer handles claims fastest?
- Best car insurance for a young or new driver?
- Admiral or Direct Line, which is better for car insurance?
- Cheapest fully comprehensive car insurance in the UK?
These are the questions consumers actually type, so the battery uses their wording. Asking an assistant for the “best” or “cheapest” product is how the measurement is taken. It is not a claim by Marrow that any answer is correct.
For the full scoring methodology across every line, see the AI Visibility Score methodology.
How AI answers describe car insurance brands
What stands out for motor is how often AI assistants name direct brands and well-known names over price-comparison sites, especially on follow-up questions about specific scenarios such as adding a young driver or insuring a modified car. Accuracy is where brands lose ground: when a model misstates a policy's telematics terms or excess, that drags the accuracy dimension down even where visibility is high.
Car insurance: common questions
Does a high score mean the car insurance is better?+
No. The AI Visibility Score measures how often and how favourably a brand appears in AI assistant answers. It measures nothing about price, cover, claims service, financial strength or value for money, and it is not a recommendation to buy any product.
What does the motor score actually measure?+
Four things, blended into one 0-100 number: whether the brand was named at all (visibility), how positive the surrounding language was (sentiment), whether the facts the model gave about the brand were correct (accuracy), and whether the model presented it as a top pick (recommendation). All four describe the AI answer, not the insurance.
Do AI assistants account for telematics or black-box policies?+
Increasingly, yes. Models surface telematics and young-driver products when a prompt mentions age or driving history. They often get the specific terms wrong, so brands with clear, public product information tend to be described more accurately.
Is this ranking sponsored?+
No. No brand pays to be listed, removed or re-ranked. Scores are measured from real AI responses across ChatGPT, Claude and Gemini. Marrow sells infrastructure to insurers and may have a commercial relationship with brands appearing in the Index; see the governance page.