Home Insurance,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about home insurance — and record exactly which brands they put forward. Right now, More Than owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
More Than is the default answer.
Named in 22% of home insurance answers, typically in position 1.2. Aviva follows at 13%, Direct Line at 8%.
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 | More Than | 22% | 1.2 | 0% | — |
| 2 | Aviva | 13% | 2.1 | 30% | 40% |
| 3 | Direct Line | 8% | 2.2 | 3% | — |
| 4 | Budget Insurance | 8% | 3.6 | 0% | — |
| 5 | Chubb | 5% | 1.0 | 10% | 100% |
| 6 | Cover4Insurance | 5% | 1.0 | 10% | 43% |
| 7 | Admiral | 5% | 2.0 | 13% | 50% |
| 8 | LV= | 5% | 2.3 | 0% | 0% |
| 9 | John Lewis Insurance | 5% | 2.7 | 0% | — |
| 10 | Urban Jungle | 3% | 2.0 | 0% | — |
| 11 | Endsleigh | 2% | 2.0 | 0% | — |
| 12 | NFU Mutual | 2% | 2.0 | 3% | 50% |
| 13 | Protect Your Bubble | 2% | 2.0 | 0% | — |
| 14 | Arma Karma | 2% | 3.0 | 0% | — |
| 15 | Santander | 2% | 4.0 | 3% | 100% |
More Than 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 home insurance, Chubb leads affinity at 122 against Thistle at 81, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full home insurance desire edition →
The referees of home insurance.
The independent sources AI models cite when answering home insurance questions — the places a brand needs to be seen, reviewed and ranked.
Chubb 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? Chubb converts 100% of reads; Aviva just 40%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | More Than | 22% | 1.2 | 0% | — |
| 2 | Aviva | 13% | 2.1 | 30% | 40% |
| 3 | Direct Line | 8% | 2.2 | 3% | — |
| 4 | Budget Insurance | 8% | 3.6 | 0% | — |
| 5 | Chubb | 5% | 1.0 | 10% | 100% |
| 6 | Cover4Insurance | 5% | 1.0 | 10% | 43% |
| 7 | Admiral | 5% | 2.0 | 13% | 50% |
| 8 | LV= | 5% | 2.3 | 0% | 0% |
| 9 | John Lewis Insurance | 5% | 2.7 | 0% | — |
| 10 | Urban Jungle | 3% | 2.0 | 0% | — |
| 11 | Endsleigh | 2% | 2.0 | 0% | — |
| 12 | NFU Mutual | 2% | 2.0 | 3% | 50% |
| 13 | Protect Your Bubble | 2% | 2.0 | 0% | — |
| 14 | Arma Karma | 2% | 3.0 | 0% | — |
| 15 | Santander | 2% | 4.0 | 3% | 100% |
The models do not agree on who leads.
Ask about home insurance and the brand you are shown depends on the assistant: Claude → Budget Insurance, Gemini → More Than, 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 | 10% | 30% | 25% | 20pp |
| Budget Insurance | 15% | 10% | 0% | 15pp |
| Aviva | 10% | 10% | 20% | 10pp |
| LV= | 5% | 10% | 0% | 10pp |
| John Lewis Insurance | 0% | 10% | 5% | 10pp |
| Admiral | 0% | 10% | 5% | 10pp |
| Chubb | 0% | 5% | 10% | 10pp |
| Direct Line | 10% | 10% | 5% | 5pp |
| Arma Karma | 5% | 0% | 0% | 5pp |
| Protect Your Bubble | 5% | 0% | 0% | 5pp |
Editorial carry home insurance.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; Product pages convert best — 96% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 169 | 41 | 80% |
| How-to guides | 97 | 19 | 84% |
| Product pages | 55 | 2 | 96% |
| Comparisons | 34 | 3 | 92% |
| Other | 18 | 11 | 62% |
| faq | 12 | 5 | 71% |
| Documentation | 10 | 21 | 32% |
| glossary | 6 | 8 | 43% |
Structured data is what separates cited from ignored.
Of the home insurance pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 27 percentage points; cites its sources pages fare 52pp 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 | 459 | 83% | 100 | 56% | +27pp |
| Specifications | 25 | 92% | 534 | 78% | +14pp |
| Named author | 246 | 80% | 313 | 77% | +3pp |
| Answer up front | 310 | 78% | 249 | 79% | -1pp |
| Updated this year | 248 | 74% | 311 | 82% | -8pp |
| Comparison table | 158 | 69% | 401 | 82% | -13pp |
| Hard statistics | 140 | 66% | 419 | 82% | -17pp |
| Cites its sources | 51 | 31% | 508 | 83% | -52pp |
Santander 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. Post Office is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Santander | 58 | 33% | 3 |
| Post Office | 50 | 0% | 3 |
| Budget Insurance | 43 | 0% | 110 |
| Admiral | 43 | 6% | 128 |
| Ageas | 35 | 33% | 12 |
| Allianz | 34 | 0% | 11 |
| Urban Jungle | 31 | 0% | 6 |
| More Than | 26 | 0% | 52 |
| LV= | 25 | 0% | 40 |
| Protect Your Bubble | 25 | 0% | 3 |
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 home 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 Wed, 02 Sep 2026 08:14:32 GMT.