How the Index is governed
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.
Marrow's position
Marrow is a trading name of Project Malcolm Limited. Marrow is not an insurer and is not a broker. Marrow is not authorised by the Financial Conduct Authority.
Marrow sells infrastructure to insurers. That is the commercial relationship that funds this work, and it is the reason this page exists: readers are entitled to know that the organisation publishing a measurement of insurance brands also sells services to some of them.
Nothing on the Index is advice, a personal recommendation, or an invitation to buy any insurance product. We do not arrange, quote or conclude insurance contracts, and the Index does not link to any ranked brand's own website.
How the Index is compiled
Each quarter a fixed battery of prompts is put to ChatGPT, Claude and Gemini. The prompts are written before the measurement runs and are not changed once a quarter has started. Each prompt is asked several times per model, because model output varies between identical requests.
Every response is parsed for brand mentions. Each mention is classified on visibility, sentiment, accuracy and whether the model presented the brand as a top pick. Those four dimensions are normalised to 0-100 and weighted into the composite AI Visibility Score.
The roster of brands is set by which brands the models actually name, not by who we would like to include. That is why brands appear in lines they do not sell products in: the Index records AI behaviour, including where that behaviour is wrong.
Where a brand asks us about its own position, we probe it with prompts that name it directly. Those self-referential prompts are excluded from the sentiment measurement, because a prompt that names a brand guarantees the brand is mentioned and would otherwise inflate its score.
Who can change it
Scores are computed by the measurement pipeline from stored model responses. There is no manual override on a score or a position, and no editorial step between the computation and publication.
Two things are editorial. The first is which brands are published: a brand is withheld where the company its insurance contract is made with cannot be established from that firm's own primary documents, because publishing an unverified legal entity name on a page like this is worse than publishing a visible gap. Withheld brands and the reason for each are listed on the underwriting page. The second is the prompt battery itself, which is revised between quarters and frozen during one.
A brand cannot pay to be listed, removed, re-ranked, or to have a note about it changed. There is no paid placement, no affiliate arrangement and no advertising on these pages.
If you believe something here is factually wrong, in particular an underwriting carrier or a regulatory detail, write to hello@onmarrow.com. Corrections to legal entity details are made on evidence from the firm's own documents, and are not conditional on any commercial relationship.
When a ranked brand is also a Marrow customer
Some of the brands in this Index are Marrow customers. That is the nature of selling infrastructure to insurers while also measuring how insurance brands appear in AI answers, and it is why this page exists.
It changes nothing about the numbers. Every brand is scored by the same pipeline, from the same prompt battery, against the same criteria, whether or not it is a customer. Scores are computed from stored model responses with no manual override on a score or a position, and no editorial step between the computation and publication. A commercial relationship cannot be used to add a brand, remove a brand, move a position, or change a note.
Commercial teams at Marrow do not see the Index before it is published and cannot request a change to it. Nobody at Marrow can offer a position, or the removal of one, as part of a commercial conversation.
One honest caveat. A brand that works with Marrow may improve its position over time, because that work is about making a brand accurately represented and retrievable by AI assistants. That is a real change in the thing being measured, not an adjustment to the measurement. The Index would record the same improvement for a brand that achieved it without us.
In short
- 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.