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 20% of car insurance answers, typically in position 2.7. Hastings Direct follows at 15%, More Than at 13%.
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 | 20% | 2.7 | 10% | 27% |
| 2 | Hastings Direct | 15% | 3.1 | 8% | 50% |
| 3 | More Than | 13% | 1.1 | 0% | — |
| 4 | Aviva | 13% | 2.3 | 7% | 17% |
| 5 | LV= | 10% | 3.2 | 5% | 20% |
| 6 | Budget Insurance | 8% | 2.0 | 3% | — |
| 7 | AA | 7% | 1.8 | 8% | 33% |
| 8 | Marmalade | 5% | 1.0 | 5% | — |
| 9 | AXA | 5% | 3.0 | 5% | 25% |
| 10 | RAC | 5% | 3.3 | 15% | 38% |
| 11 | Zego | 5% | 3.3 | 8% | 100% |
| 12 | Direct Line | 5% | 3.7 | 2% | — |
| 13 | Tempcover | 3% | 1.0 | 5% | 0% |
| 14 | Saga | 3% | 2.0 | 0% | — |
| 15 | Cuvva | 3% | 3.0 | 3% | 100% |
Admiral is named most. That is not the same as being wanted.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In car insurance, NFU Mutual leads attachment at 110 against Direct Line at 90, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full car insurance desire edition →
Before it answers, it goes looking for Marmalade.
An assistant does not answer from memory alone. It runs its own web searches first, and whoever it searches for is the shortlist it then chooses from. Across 73 searches in car insurance, Marmalade is named in 100% of the ones that name a brand at all. ChatGPT Web, Copilot do not report their searches, so these shares are measured against the ones that do.
These are the assistants' own searches, read from their answers — not what anyone typed into a search engine.
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.
RAC converts reads into citations. Aviva doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? RAC converts 38% of reads; Aviva just 17%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Admiral | 20% | 2.7 | 10% | 27% |
| 2 | Hastings Direct | 15% | 3.1 | 8% | 50% |
| 3 | More Than | 13% | 1.1 | 0% | — |
| 4 | Aviva | 13% | 2.3 | 7% | 17% |
| 5 | LV= | 10% | 3.2 | 5% | 20% |
| 6 | Budget Insurance | 8% | 2.0 | 3% | — |
| 7 | AA | 7% | 1.8 | 8% | 33% |
| 8 | Marmalade | 5% | 1.0 | 5% | — |
| 9 | AXA | 5% | 3.0 | 5% | 25% |
| 10 | RAC | 5% | 3.3 | 15% | 38% |
| 11 | Zego | 5% | 3.3 | 8% | 100% |
| 12 | Direct Line | 5% | 3.7 | 2% | — |
| 13 | Tempcover | 3% | 1.0 | 5% | 0% |
| 14 | Saga | 3% | 2.0 | 0% | — |
| 15 | Cuvva | 3% | 3.0 | 3% | 100% |
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 22% 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 |
|---|---|---|---|---|
| Budget Insurance | 15% | 10% | 0% | 15pp |
| AA | 0% | 15% | 5% | 15pp |
| Admiral | 20% | 25% | 15% | 10pp |
| Hastings Direct | 15% | 20% | 10% | 10pp |
| Aviva | 10% | 10% | 20% | 10pp |
| More Than | 10% | 10% | 20% | 10pp |
| Zego | 5% | 10% | 0% | 10pp |
| RAC | 0% | 10% | 5% | 10pp |
| Direct Line | 0% | 5% | 10% | 10pp |
| Saga | 5% | 0% | 5% | 5pp |
Editorial carry car insurance.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; Product pages convert best — 94% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 168 | 32 | 84% |
| How-to guides | 116 | 10 | 92% |
| Comparisons | 50 | 5 | 91% |
| Product pages | 48 | 3 | 94% |
| Other | 13 | 28 | 32% |
| Community threads | 9 | 9 | 50% |
| faq | 8 | 4 | 67% |
| Listicles | 8 | 2 | 80% |
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 14 percentage points; hard statistics pages fare 24pp 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 | 262 | 87% | 595 | 74% | +14pp |
| Answer up front | 339 | 85% | 518 | 73% | +12pp |
| Named author | 357 | 82% | 500 | 75% | +8pp |
| Comparison table | 274 | 79% | 583 | 77% | +2pp |
| Updated this year | 323 | 72% | 534 | 81% | -9pp |
| Cites its sources | 58 | 66% | 799 | 79% | -13pp |
| Hard statistics | 252 | 61% | 605 | 85% | -24pp |
Veygo 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. Veygo is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Veygo | 50 | 0% | 3 |
| GoShorty | 48 | 80% | 5 |
| Admiral | 40 | 21% | 118 |
| Budget Insurance | 33 | 100% | 6 |
| Cuvva | 31 | 75% | 4 |
| Dayinsure | 29 | 80% | 10 |
| RAC | 27 | 77% | 22 |
| Aviva | 25 | 13% | 114 |
| Zego | 24 | 100% | 18 |
| LV= | 23 | 3% | 100 |
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, 05 Oct 2026 06:36:34 GMT.