Life 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 11 of 11 brands · Updated 2026-08-10
- #159596497300
Legal & General
InsurerUnderwritten by Legal and General Assurance Society Limited. Insurer details
Score 59 · Vis 59 · Sen 64 · Acc 97 · Rec 30
- #257586597250
Aviva
InsurerUnderwritten by Aviva Life & Pensions UK Limited. Insurer details
Score 57 · Vis 58 · Sen 65 · Acc 97 · Rec 25
- #352516597150
Royal London
InsurerUnderwritten by The Royal London Mutual Insurance Society Limited. Insurer details
Score 52 · Vis 51 · Sen 65 · Acc 97 · Rec 15
- #44946649980
Vitality
InsurerUnderwritten by Vitality Life Limited. Insurer details
Score 49 · Vis 46 · Sen 64 · Acc 99 · Rec 8
- #54129599650
Zurich
InsurerUnderwritten by Zurich Assurance Ltd. Insurer details
Score 41 · Vis 29 · Sen 59 · Acc 96 · Rec 5
- #64024609940
LV=
InsurerUnderwritten by Liverpool Victoria Financial Services Limited. Insurer details
Score 40 · Vis 24 · Sen 60 · Acc 99 · Rec 4
- #73716569940
Scottish Widows
InsurerUnderwritten by Scottish Widows Limited. Insurer details
Score 37 · Vis 16 · Sen 56 · Acc 99 · Rec 4
- #8355629740
Guardian
IntermediaryUnderwritten by The Scottish Friendly Assurance Society Limited. Insurer details
Score 35 · Vis 5 · Sen 62 · Acc 97 · Rec 4
- #9344689700
Beagle Street
InsurerLimited dataUnderwritten by Family Assurance Friendly Society Limited. Insurer details
Score 34 · Vis 4 · Sen 68 · Acc 97 · Rec 0
- #103426610000
The Exeter
InsurerLimited dataUnderwritten by Exeter Friendly Society Limited. Insurer details
Score 34 · Vis 2 · Sen 66 · Acc 100 · Rec 0
- —61250100100
HSBC Life
InsurerUnrankedUnderwritten by Chesnara Life (UK) Ltd, formerly HSBC Life (UK) Limited. Insurer details
Score 61 · Vis 2 · Sen 50 · Acc 100 · Rec 100
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.
Ask ChatGPT, Claude or Gemini about life insurance and you will get a confident answer naming particular brands. This page measures which ones, how often, and how accurately the models describe them.
Life is the line where a wrong answer costs the most. Cover is medically underwritten, priced on age and health, and paid out years after it is bought, so a model that misstates what a policy pays, when it pays, or what disclosure is required is not making a trivial error. The Index measures pure protection only: term, decreasing or mortgage-linked term, critical illness, and over-50s guaranteed acceptance plans. Investment-linked whole-of-life policies and endowments are out of scope.
A high position below means a brand is well represented in AI answers about protection. It does not mean the cover is better, cheaper or more suitable for you, and nothing here is a recommendation to buy. Life cover is a decision worth taking advice on.
How the life insurance Index is measured
Each quarter we put real life 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 life insurance measurement draws on 42 questions, each put to 3 AI assistants (ChatGPT, Claude, Gemini) 10 times, for 1,260 answers analysed across 11 brands.
Example questions we asked
- Do I need life insurance if I have no children?
- Level term or decreasing term life insurance for a mortgage?
- Is critical illness cover worth adding to life insurance?
- Best over-50s life 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 life insurance brands
Life is where the accuracy dimension does the most work. Assistants are fluent on the difference between level and decreasing term and generally sound on over-50s plans, but they are markedly less reliable on medical underwriting: what has to be disclosed, how a pre-existing condition or smoking status affects a premium, and what happens to a claim if something was not disclosed. Brands whose public product information states those terms plainly are described more accurately, and accuracy is the dimension where a low score matters most on this line.
Life insurance: common questions
Does a high score mean the life cover 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, underwriting, claims record, financial strength or value for money, and it is not a recommendation to buy any policy.
Which life products does the Index measure?+
Pure protection only: level and decreasing term life, critical illness cover, and over-50s guaranteed acceptance plans. Investment-linked whole-of-life policies and endowments are excluded, because they are packaged investment products rather than pure protection and belong under a different regulatory framework from the one this page is published under.
Should I use this to choose life insurance?+
No. This page records how AI assistants talk about brands; it says nothing about which policy suits your health, dependants, mortgage or budget. Life cover is medically underwritten and priced individually, so the only reliable quote is one you obtain directly. Consider regulated advice before buying.
Are AI assistants accurate about medical underwriting?+
Less than on any other line we measure. Assistants handle policy structure well but are inconsistent on what must be disclosed and how conditions or smoking status affect a premium or a claim. Treat anything an assistant tells you about your own eligibility as unverified, and check it with the insurer.
Is this paid placement?+
No. No brand pays to appear, to be removed, or to improve its position. Marrow sells infrastructure to insurers and may have a commercial relationship with brands appearing in the Index; see the governance page.