Car Insurance,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about car insurance — and record exactly which brands they put forward. Right now, Admiral owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Admiral is the default answer.
Named in 23% of car insurance answers, typically in position 2.6. More Than follows at 18%, Aviva at 17%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Admiral | 23% | 2.6 | 15% | 25% |
| 2 | More Than | 18% | 2.3 | 0% | — |
| 3 | Aviva | 17% | 2.3 | 0% | — |
| 4 | Hastings Direct | 13% | 3.8 | 6% | 0% |
| 5 | RAC | 12% | 3.7 | 17% | 33% |
| 6 | Direct Line | 10% | 3.7 | 2% | 0% |
| 7 | LV= | 8% | 4.2 | 0% | 0% |
| 8 | AXA | 7% | 3.3 | 6% | 33% |
| 9 | NFU Mutual | 7% | 6.3 | 0% | — |
| 10 | Marmalade | 5% | 2.0 | 4% | — |
| 11 | Tempcover | 5% | 2.0 | 6% | 0% |
| 12 | Dayinsure | 5% | 2.7 | 6% | 0% |
| 13 | GoShorty | 5% | 4.3 | 4% | 33% |
| 14 | AA | 3% | 1.5 | 4% | 0% |
| 15 | Zego | 3% | 3.5 | 13% | 60% |
The referees of car insurance.
The independent sources AI models cite when answering car insurance questions — the places a brand needs to be seen, reviewed and ranked.
Zego converts reads into citations. Dayinsure doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Zego converts 60% of reads; Dayinsure just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Admiral | 23% | 2.6 | 15% | 25% |
| 2 | More Than | 18% | 2.3 | 0% | — |
| 3 | Aviva | 17% | 2.3 | 0% | — |
| 4 | Hastings Direct | 13% | 3.8 | 6% | 0% |
| 5 | RAC | 12% | 3.7 | 17% | 33% |
| 6 | Direct Line | 10% | 3.7 | 2% | 0% |
| 7 | LV= | 8% | 4.2 | 0% | 0% |
| 8 | AXA | 7% | 3.3 | 6% | 33% |
| 9 | NFU Mutual | 7% | 6.3 | 0% | — |
| 10 | Marmalade | 5% | 2.0 | 4% | — |
| 11 | Tempcover | 5% | 2.0 | 6% | 0% |
| 12 | Dayinsure | 5% | 2.7 | 6% | 0% |
| 13 | GoShorty | 5% | 4.3 | 4% | 33% |
| 14 | AA | 3% | 1.5 | 4% | 0% |
| 15 | Zego | 3% | 3.5 | 13% | 60% |
The models do not agree on who leads.
Ask about car insurance and the brand you are shown depends on the assistant: Claude → Admiral, Gemini → Admiral, ChatGPT → More Than. Their top-five lists share just 25% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| More Than | 5% | 20% | 30% | 25pp |
| Admiral | 25% | 30% | 15% | 15pp |
| Aviva | 15% | 25% | 10% | 15pp |
| Direct Line | 10% | 5% | 15% | 10pp |
| NFU Mutual | 10% | 0% | 10% | 10pp |
| Tempcover | 0% | 10% | 5% | 10pp |
| Dayinsure | 0% | 10% | 5% | 10pp |
| AA | 0% | 10% | 0% | 10pp |
| Hastings Direct | 15% | 15% | 10% | 5pp |
| LV= | 10% | 5% | 10% | 5pp |
Editorial carry car insurance.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; Comparisons convert best — 90% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 94 | 21 | 82% |
| How-to guides | 52 | 6 | 90% |
| Product pages | 21 | 3 | 88% |
| Comparisons | 19 | 2 | 90% |
| Other | 8 | 21 | 28% |
| Documentation | 3 | 9 | 25% |
Structured data is what separates cited from ignored.
Of the car insurance pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 10 percentage points; hard statistics pages fare 26pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 41 | 85% | 539 | 75% | +10pp |
| Answer up front | 166 | 83% | 414 | 73% | +9pp |
| Named author | 240 | 81% | 340 | 73% | +8pp |
| Comparison table | 182 | 78% | 398 | 75% | +3pp |
| Updated this year | 222 | 69% | 358 | 80% | -11pp |
| Cites its sources | 29 | 55% | 551 | 77% | -22pp |
| Hard statistics | 177 | 58% | 403 | 84% | -26pp |
Budget Insurance builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Set against how often those pages are actually cited.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Budget Insurance | 31 | 100% | 4 |
| Admiral | 30 | 100% | 16 |
| AXA | 23 | 100% | 6 |
| Zego | 22 | 100% | 12 |
| Dayinsure | 21 | 100% | 6 |
| RAC | 19 | 86% | 14 |
| Hastings Direct | 19 | 100% | 4 |
| Tempcover | 9 | 75% | 8 |
| Aviva | 9 | 100% | 10 |
| Marmalade | 3 | 100% | 4 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions car insurance pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Mon, 31 Aug 2026 10:16:11 GMT.