Health Insurance,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about health insurance — and record exactly which brands they put forward. Right now, Bupa owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Bupa is the default answer.
Named in 43% of health insurance answers, typically in position 1.4. Aviva follows at 38%, AXA at 32%.
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 | Bupa | 43% | 1.4 | 38% | 36% |
| 2 | Aviva | 38% | 2.4 | 17% | 21% |
| 3 | AXA | 32% | 2.1 | 6% | 9% |
| 4 | Vitality | 25% | 3.4 | 19% | 25% |
| 5 | WPA | 12% | 5.1 | 3% | 22% |
| 6 | The Exeter | 7% | 5.5 | 2% | — |
| 7 | MediCash | 2% | 3.0 | 0% | — |
| 8 | Post Office | 2% | 3.0 | 2% | 0% |
| 9 | Saga | 2% | 3.0 | 3% | 0% |
| 10 | Allianz Care | 2% | 4.0 | 3% | 50% |
| 11 | BHSF | 2% | 4.0 | 0% | — |
| 12 | Cigna | 2% | 5.0 | 2% | 50% |
| 13 | Freedom Healthinsurance | 2% | 6.0 | 5% | 0% |
| 14 | Now Health International | 0% | — | 0% | — |
Vitality is the health insurance brand AI wants most.
Being named is visibility. Underneath it, asked to rate each brand directly, the AI assistants judge it three ways — how much it stands out, how much it belongs, and how much it is returned to. They put 23% of the 26 brands rated above indifference. Vitality leads the brands the answers name, at 75% of maximum Desire. On attraction, the most divided driver, Vitality indexes 143 against Chase Templeton at 80, on a category average of 100.
Each whorl lights one ring per index threshold cleared (84 / 92 / 100 / 108 / 116). Above indifference means Desire above two-thirds of its maximum. See the full health insurance desire edition →
Before it answers, it goes looking for Bupa.
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 87 searches in health insurance, Bupa is named in 38% 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 health insurance.
The independent sources AI models cite when answering health insurance questions — the places a brand needs to be seen, reviewed and ranked.
Allianz Care converts reads into citations. AXA doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Allianz Care converts 50% of reads; AXA just 9%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Bupa | 43% | 1.4 | 38% | 36% |
| 2 | Aviva | 38% | 2.4 | 17% | 21% |
| 3 | AXA | 32% | 2.1 | 6% | 9% |
| 4 | Vitality | 25% | 3.4 | 19% | 25% |
| 5 | WPA | 12% | 5.1 | 3% | 22% |
| 6 | The Exeter | 7% | 5.5 | 2% | — |
| 7 | MediCash | 2% | 3.0 | 0% | — |
| 8 | Post Office | 2% | 3.0 | 2% | 0% |
| 9 | Saga | 2% | 3.0 | 3% | 0% |
| 10 | Allianz Care | 2% | 4.0 | 3% | 50% |
| 11 | BHSF | 2% | 4.0 | 0% | — |
| 12 | Cigna | 2% | 5.0 | 2% | 50% |
| 13 | Freedom Healthinsurance | 2% | 6.0 | 5% | 0% |
| 14 | Now Health International | 0% | — | 0% | — |
Three models. Three different answers.
Ask about health insurance and the brand you are shown depends on the assistant: Claude → AXA, Gemini → Aviva, ChatGPT → Bupa. Their top-five lists share just 67% 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 |
|---|---|---|---|---|
| Vitality | 5% | 55% | 15% | 50pp |
| Bupa | 20% | 65% | 45% | 45pp |
| Aviva | 20% | 65% | 30% | 45pp |
| AXA | 25% | 50% | 20% | 30pp |
| The Exeter | 5% | 15% | 0% | 15pp |
| WPA | 5% | 15% | 15% | 10pp |
| BHSF | 0% | 5% | 0% | 5pp |
| MediCash | 0% | 5% | 0% | 5pp |
| Post Office | 0% | 5% | 0% | 5pp |
| Saga | 0% | 0% | 5% | 5pp |
Editorial carry health insurance.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; faq convert best — 100% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 189 | 20 | 90% |
| How-to guides | 133 | 4 | 97% |
| Comparisons | 48 | 2 | 96% |
| Product pages | 36 | 3 | 92% |
| faq | 16 | 0 | 100% |
| Other | 15 | 12 | 56% |
| pricing | 12 | 0 | 100% |
| Documentation | 11 | 4 | 73% |
Structured data is what separates cited from ignored.
Of the health insurance pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 28 percentage points; cites its sources pages fare 17pp 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 | 460 | 93% | 110 | 65% | +28pp |
| Named author | 312 | 92% | 258 | 81% | +11pp |
| Comparison table | 216 | 94% | 354 | 83% | +11pp |
| Answer up front | 326 | 92% | 244 | 82% | +10pp |
| Updated this year | 243 | 90% | 327 | 85% | +5pp |
| Hard statistics | 145 | 78% | 425 | 91% | -13pp |
| Cites its sources | 31 | 71% | 539 | 88% | -17pp |
Post Office 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. General & Medical is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Post Office | 35 | 40% | 5 |
| Vitality | 35 | 14% | 116 |
| WPA | 28 | 21% | 33 |
| Bupa | 28 | 17% | 143 |
| General & Medical | 27 | 0% | 7 |
| Saga | 26 | 20% | 10 |
| AXA | 25 | 6% | 130 |
| Allianz Care | 25 | 60% | 5 |
| Freedom Healthinsurance | 24 | 25% | 16 |
| Aviva | 23 | 7% | 144 |
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 health 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 Sat, 17 Oct 2026 13:03:51 GMT.