Pet 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 9 of 9 brands · Updated 2026-05-20
- #165597199451
ManyPets
IntermediaryCarrier details incompleteUnderwritten by a panel of 2 carriers: Wakam SA, SCOR UK Company Limited. Insurer details
Score 65 · Vis 59 · Sen 71 · Acc 99 · Rec 45
- #262607299341
Petplan
IntermediaryCarrier details incompleteUnderwritten by Allianz Insurance plc. Insurer details
Score 62 · Vis 60 · Sen 72 · Acc 99 · Rec 34
- #353507199130
Agria
IntermediaryCarrier details incompleteUnderwritten by a panel of 2 carriers: Agria Försäkring, the UK branch of Försäkringsaktiebolaget Agria (publ), Ecclesiastical Insurance Office plc. Insurer details
Score 53 · Vis 50 · Sen 71 · Acc 99 · Rec 13
- #44926799510
Co-op
IntermediaryCarrier details incompleteLimited dataUnderwritten by West Bay Insurance Plc. Insurer details
Score 49 · Vis 2 · Sen 67 · Acc 99 · Rec 51
- #545326194150
Animal Friends
IntermediaryUnderwritten by Pinnacle Insurance Limited. Insurer details
Score 45 · Vis 32 · Sen 61 · Acc 94 · Rec 15
- #636106385120
Direct Line
InsurerUnderwritten by U K Insurance Limited. Insurer details
Score 36 · Vis 10 · Sen 63 · Acc 85 · Rec 12
- #833115010000
Tesco Bank
IntermediaryUnderwritten by Tesco Underwriting Limited. Insurer details
Score 33 · Vis 11 · Sen 50 · Acc 100 · Rec 0
- #93005010004
Aviva
InsurerLimited dataUnderwritten by Aviva Insurance Limited. Insurer details
Score 30 · Vis 0 · Sen 50 · Acc 100 · Rec 0
- #10255506700
Admiral
IntermediaryCarrier details incompleteLimited dataUnderwritten by Underwriting carrier not established for this line. Insurer details
Score 25 · Vis 5 · Sen 50 · Acc 67 · 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.
When pet owners ask ChatGPT, Claude or Gemini about pet insurance, the answer names particular brands. This page measures which ones, how often, and how accurately the models describe them.
Pet cover has its own vocabulary that AI assistants handle with varying success: lifetime versus time-limited and maximum-benefit policies, per-condition limits, and the breed- and age-based exclusions that decide what is actually payable. Brands whose public product information makes these distinctions clear tend to be named more often and described more accurately.
A high position below means a brand is well represented in AI answers about pet cover. It does not mean the insurance is better, cheaper or more suitable for your animal.
How the pet insurance Index is measured
Each quarter we put real pet 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 pet insurance measurement draws on 33 questions, each put to 3 AI assistants (ChatGPT, Claude, Gemini) 20 times, for 1,655 answers analysed across 9 brands.
Example questions we asked
- Which UK pet insurer pays vet bills fastest?
- Best lifetime pet insurance for a dog with a chronic illness?
- Petplan vs ManyPets for a young dog?
- Best pet insurance for an older cat?
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 pet insurance brands
Pet is the line where the gap between being mentioned and being presented as a top pick is widest: AI assistants name a handful of big brands constantly but reserve explicit top-pick language for products whose lifetime-cover terms are clearly documented. Breed- and age-based exclusions are the most common accuracy stumble.
Pet insurance: common questions
Does a high score mean the pet 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 understand lifetime versus time-limited cover?+
The better ones do when asked specifically, but many blur the distinction. Brands with clear public information on lifetime and time-limited cover are described more accurately, which lifts their accuracy score.
Does the Index cover dogs, cats and exotic pets?+
The prompt battery includes cover for dogs, cats and exotics. Visibility can differ by animal, and the table reflects how brands show up across those queries.
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.