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

Home 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 14 of 14 brands · Updated 2026-05-20

  1. #1

    NFU Mutual

    Insurer

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

    Score 52 · Vis 26 · Sen 75 · Acc 100 · Rec 31

    3
  2. #2

    LV=

    Insurer

    Underwritten by Liverpool Victoria Insurance Company Limited. Insurer details

    Score 48 · Vis 23 · Sen 74 · Acc 96 · Rec 23

    1
  3. #3

    Aviva

    Insurer

    Underwritten by Aviva Insurance Limited. Insurer details

    Score 46 · Vis 32 · Sen 62 · Acc 98 · Rec 14

    2
  4. #4

    AXA

    Insurer

    Underwritten by AXA Insurance UK plc. Insurer details

    Score 41 · Vis 28 · Sen 63 · Acc 100 · Rec 1

    3
  5. #5

    Tesco Bank

    Intermediary

    Underwritten by Tesco Underwriting Limited. Insurer details

    Score 41 · Vis 7 · Sen 72 · Acc 100 · Rec 16

    6
  6. #6

    Hiscox

    InsurerCarrier details incompleteLimited data

    Underwritten by Hiscox Insurance Company Ltd. Insurer details

    Score 40 · Vis 26 · Sen 62 · Acc 100 · Rec 0

  7. #7

    Direct Line

    Insurer

    Underwritten by U K Insurance Limited. Insurer details

    Score 39 · Vis 23 · Sen 56 · Acc 91 · Rec 10

    5
  8. #8

    Admiral

    IntermediaryCarrier details incomplete

    Underwritten by Admiral Insurance (Gibraltar) Limited. Insurer details

    Score 38 · Vis 17 · Sen 63 · Acc 100 · Rec 1

    3
  9. #9

    Churchill

    InsurerLimited data

    Underwritten by U K Insurance Limited. Insurer details

    Score 37 · Vis 5 · Sen 75 · Acc 100 · Rec 0

    1
  10. #10

    Zurich

    InsurerCarrier details incompleteLimited data

    Underwritten by Zurich Insurance Company Ltd. Insurer details

    Score 36 · Vis 7 · Sen 68 · Acc 100 · Rec 0

    1
  11. #11

    Hastings Direct

    IntermediaryCarrier details incompleteLimited data

    Underwritten by Underwriting carrier not established for this line. Insurer details

    Score 35 · Vis 1 · Sen 75 · Acc 100 · Rec 0

    1
  12. #12

    Allianz Assistance

    IntermediaryCarrier details incompleteLimited data

    Underwritten by Underwriting carrier not established for this line. Insurer details

    Score 35 · Vis 0 · Sen 75 · Acc 100 · Rec 0

  13. #13

    Saga

    IntermediaryLimited data

    Underwritten by Ageas Insurance Limited. Insurer details

    Score 33 · Vis 6 · Sen 58 · Acc 100 · Rec 0

    7
  14. #14

    Agria

    IntermediaryCarrier details incompleteLimited data

    Underwritten by Underwriting carrier not established for this line. Insurer details

    Score 10 · Vis 0 · Sen 50 · Acc 0 · 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 governedThe full Index across all four lines

When someone asks an AI assistant about home insurance, the answer names particular brands and rarely distinguishes between buildings and contents cover. This page measures which brands get named, how favourably, and how accurately the models describe them.

Home insurance questions carry specifics that trip up AI: buildings versus contents, accidental damage, subsidence, and flood risk, where Flood Re changes the picture for high-risk properties. Brands whose public product information addresses these clearly tend to be named more often and described more accurately.

A high position below means a brand is well represented in AI answers about home cover. It does not mean the insurance is better, cheaper or more suitable for you.

Methodology

How the home insurance Index is measured

Each quarter we put real home 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 home insurance measurement draws on 82 questions, each put to 3 AI assistants (ChatGPT, Claude, Gemini) 20 times, for 3,823 answers analysed across 14 brands.

Example questions we asked

  • Which UK home insurer pays out fastest on escape-of-water claims?
  • Best buildings and contents cover for a flood-risk property?
  • Cheapest home insurance for a new-build in the UK?
  • Which insurer is best for subsidence claims?

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.

What AI sees

How AI answers describe home insurance brands

For home cover, AI engines lean on a mix of brand familiarity and editorial roundups, which favours large composite brands. The biggest accuracy gaps appear around niche risks such as subsidence and flood: models sometimes generalise cover that varies significantly by property, so brands with precise, public policy wording score better on the accuracy dimension.

FAQ

Home insurance: common questions

Does a high score mean the home 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.

Do AI assistants distinguish buildings from contents cover?+

Not always. Generic prompts often get a blended answer. When a prompt specifies buildings, contents or combined cover, better-documented brands surface more reliably and are described more accurately.

Does the Index consider flood or subsidence risk?+

Only in so far as AI answers do. We score how factually correct each model's claims are against public data, so brands with clear cover terms for high-risk properties tend to score higher on the accuracy dimension. That is a statement about the AI answer, not about whether the cover is adequate.

Can a brand pay to rank higher?+

No. No brand pays to be listed, removed or re-ranked. Marrow sells infrastructure to insurers and may have a commercial relationship with brands appearing in the Index; see the governance page.

Other lines

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