The UK insurer AI leaderboard
When UK consumers ask ChatGPT, Claude or Gemini for insurance, which brands get named, and recommended? The GEO Score blends visibility, sentiment, accuracy and recommendation rate into a single 0-100 index, refreshed quarterly across motor, home, travel and pet cover. Full methodology.
Top 10 of 10 insurers · Updated 2026-05-20
- #152446498220
Score 52 · Vis 44 · Sen 64 · Acc 98 · Rec 22
- #2461063100336
Saga(opens in a new tab)Limited dataScore 46 · Vis 10 · Sen 63 · Acc 100 · Rec 33
- #344286810071
Score 44 · Vis 28 · Sen 68 · Acc 100 · Rec 7
- #443265998122
Score 43 · Vis 26 · Sen 59 · Acc 98 · Rec 12
- #5432165100130
Score 43 · Vis 21 · Sen 65 · Acc 100 · Rec 13
- #6421267100151
Score 42 · Vis 12 · Sen 67 · Acc 100 · Rec 15
- #74133569264
Score 41 · Vis 33 · Sen 56 · Acc 92 · Rec 6
- #834136767102
Score 34 · Vis 13 · Sen 67 · Acc 67 · Rec 10
- #933144410000
Score 33 · Vis 14 · Sen 44 · Acc 100 · Rec 0
- #103345710000
Tesco Bank(opens in a new tab)Limited dataScore 33 · Vis 4 · Sen 57 · Acc 100 · Rec 0
Showing the top 20 insurers by GEO score.
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- Your GEO score across motor, home, travel and pet, plus where you’d rank vs the published top 20.
- Visibility, sentiment, accuracy and recommendation rate broken down by prompt type.
- The actual prompts that name your brand, and the ones that don’t, across ChatGPT, Claude and Gemini.
- Quarter-over-quarter trajectory, plus the three biggest opportunities to climb the leaderboard.
Best insurance by category, according to AI
Deep-dive pages for each line, the AI verdict on the brands consumers ask about most.
How the GEO Score is built
We measure how UK insurers show up when consumers ask AI assistants for insurance. Each quarter we run a fixed battery of prompts across ChatGPT, Claude and Gemini, mirroring the real questions shoppers type ("best car insurance for young drivers", "cheapest pet insurance for a puppy", etc.) and the follow-ups they ask next.
Every response is parsed for brand mentions. Each mention is classified on four dimensions: whether the brand appeared at all (visibility), whether the surrounding sentiment was positive, neutral or negative (sentiment), whether the claims the model made about the brand were factually correct against public FCA and provider data (accuracy), and whether the brand was explicitly recommended as a top pick (recommendation).
Each dimension is normalised to a 0-100 scale and weighted into a single composite GEO Score. Rankings are refreshed quarterly. Scores are not sponsored and insurers cannot pay to be listed or re-ranked.
What is a GEO Score?+
A GEO (Generative Engine Optimization) Score measures how well a brand performs when consumers ask AI assistants for recommendations. It combines visibility, sentiment, factual accuracy of claims, and recommendation rate into a single 0-100 number per insurance line.
Which AI engines are measured?+
The current index covers ChatGPT (GPT-4 class), Claude and Gemini. Perplexity is on the roadmap once UK consumer usage of agentic search crosses our inclusion threshold; we add engines as the evidence supports it.
How often are scores refreshed?+
Quarterly. LLM behaviour shifts with every model release, so fresh measurement matters more here than in traditional SEO.
Can an insurer pay to improve its ranking?+
No. Rankings are editorial. Insurers working with Malcolm will likely improve their rankings by virtue of optimised visibility and product availability, but the results presented here are always organic.
Is AI sending customers to you, or past you?
Book a 20-minute call and we'll walk you through exactly how your brand is showing up in LLM answers today: the prompts that name you, the ones that don't, and what it takes to be quotable by AI agents tomorrow.