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 33% of health insurance answers, typically in position 1.4. Aviva follows at 28%, AXA at 25%.
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 | 33% | 1.4 | 0% | — |
| 2 | Aviva | 28% | 2.8 | 5% | 0% |
| 3 | AXA | 25% | 2.2 | 15% | 18% |
| 4 | Vitality | 23% | 3.5 | 23% | 17% |
| 5 | WPA | 10% | 4.0 | 13% | 38% |
| 6 | The Exeter | 10% | 4.8 | 0% | — |
| 7 | MediCash | 3% | 4.0 | 0% | — |
| 8 | Benenden Health | 2% | 1.0 | 0% | — |
| 9 | Saga | 2% | 7.0 | 0% | — |
| 10 | Freedom Healthinsurance | 2% | 8.0 | 5% | 100% |
| 11 | Simplyhealth | 2% | 8.0 | 0% | — |
| 12 | Allianz Care | 0% | — | 3% | 50% |
| 13 | Your brand | 0% | — | 36% | 18% |
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.
WPA 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? WPA converts 38% of reads; Aviva just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Bupa | 33% | 1.4 | 0% | — |
| 2 | Aviva | 28% | 2.8 | 5% | 0% |
| 3 | AXA | 25% | 2.2 | 15% | 18% |
| 4 | Vitality | 23% | 3.5 | 23% | 17% |
| 5 | WPA | 10% | 4.0 | 13% | 38% |
| 6 | The Exeter | 10% | 4.8 | 0% | — |
| 7 | MediCash | 3% | 4.0 | 0% | — |
| 8 | Benenden Health | 2% | 1.0 | 0% | — |
| 9 | Saga | 2% | 7.0 | 0% | — |
| 10 | Freedom Healthinsurance | 2% | 8.0 | 5% | 100% |
| 11 | Simplyhealth | 2% | 8.0 | 0% | — |
| 12 | Allianz Care | 0% | — | 3% | 50% |
| 13 | Your brand | 0% | — | 36% | 18% |
The models do not agree on who leads.
Ask about health insurance and the brand you are shown depends on the assistant: Claude → Bupa, Gemini → Aviva, ChatGPT → Bupa. Their top-five lists share just 43% 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 |
|---|---|---|---|---|
| Aviva | 10% | 65% | 10% | 55pp |
| Bupa | 10% | 60% | 30% | 50pp |
| Vitality | 5% | 55% | 10% | 50pp |
| AXA | 5% | 50% | 20% | 45pp |
| The Exeter | 5% | 20% | 5% | 15pp |
| WPA | 5% | 15% | 10% | 10pp |
| MediCash | 0% | 10% | 0% | 10pp |
| Saga | 5% | 0% | 0% | 5pp |
| Freedom Healthinsurance | 5% | 0% | 0% | 5pp |
| Benenden Health | 5% | 0% | 0% | 5pp |
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 Tue, 01 Sep 2026 13:24:11 GMT.