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.
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 2026-08-10
- #153466495252
Aviva
InsurerUnderwritten by Aviva Insurance Limited. Insurer details
Score 53 · Vis 46 · Sen 64 · Acc 95 · Rec 25
- #250327097241
NFU Mutual
InsurerUnderwritten by The National Farmers Union Mutual Insurance Society Limited. Insurer details
Score 50 · Vis 32 · Sen 70 · Acc 97 · Rec 24
- #343296091134
Direct Line
InsurerUnderwritten by U K Insurance Limited. Insurer details
Score 43 · Vis 29 · Sen 60 · Acc 91 · Rec 13
- #442226295132
LV=
InsurerUnderwritten by Liverpool Victoria Insurance Company Limited. Insurer details
Score 42 · Vis 22 · Sen 62 · Acc 95 · Rec 13
- #541236710031
Hiscox
InsurerCarrier details incompleteUnderwritten by Hiscox Insurance Company Ltd. Insurer details
Score 41 · Vis 23 · Sen 67 · Acc 100 · Rec 3
- #641116581291
Tesco Bank
IntermediaryUnderwritten by Tesco Underwriting Limited. Insurer details
Score 41 · Vis 11 · Sen 65 · Acc 81 · Rec 29
- #74025599563
AXA
InsurerUnderwritten by AXA Insurance UK plc. Insurer details
Score 40 · Vis 25 · Sen 59 · Acc 95 · Rec 6
- #83921579670
Admiral
IntermediaryCarrier details incompleteUnderwritten by Admiral Insurance (Gibraltar) Limited. Insurer details
Score 39 · Vis 21 · Sen 57 · Acc 96 · Rec 7
- #103536210073
Saga
IntermediaryUnderwritten by Ageas Insurance Limited. Insurer details
Score 35 · Vis 3 · Sen 62 · Acc 100 · Rec 7
- #11348579352
Churchill
InsurerUnderwritten by U K Insurance Limited. Insurer details
Score 34 · Vis 8 · Sen 57 · Acc 93 · Rec 5
- #123325810030
Post Office
IntermediaryCarrier details incompleteLimited dataUnderwritten by Underwriting carrier not established for this line. Insurer details
Score 33 · Vis 2 · Sen 58 · Acc 100 · Rec 3
- #13293498822
Hastings Direct
IntermediaryCarrier details incompleteUnderwritten by Underwriting carrier not established for this line. Insurer details
Score 29 · Vis 3 · Sen 49 · Acc 88 · Rec 2
- #1411250000
Co-op
IntermediaryCarrier details incompleteLimited dataUnderwritten by Underwriting carrier not established for this line. Insurer details
Score 11 · Vis 2 · Sen 50 · Acc 0 · Rec 0
- —395751009
Zurich
InsurerCarrier details incompleteUnrankedUnderwritten by Zurich Insurance Company Ltd. Insurer details
Score 39 · Vis 5 · Sen 75 · Acc 100 · Rec 9
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.
Rows marked “unranked” and shown with — instead of a position were measured, but on too few prompts in this line to place them against brands measured several times as often. Their scores are reported as measured.
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.
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.
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 51 questions, each put to 3 AI assistants (ChatGPT, Claude, Gemini) 10 times, for 1,530 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.
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.
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.