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 17% of home insurance answers, typically in position 1.2. Aviva follows at 17%, Budget Insurance 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 | More Than | 17% | 1.2 | 0% | — |
| 2 | Aviva | 17% | 1.4 | 33% | 22% |
| 3 | Budget Insurance | 13% | 1.4 | 0% | — |
| 4 | Direct Line | 10% | 2.3 | 0% | — |
| 5 | NFU Mutual | 3% | 1.5 | 4% | 50% |
| 6 | Admiral | 3% | 2.5 | 17% | 50% |
| 7 | LV= | 3% | 2.5 | 0% | — |
| 8 | John Lewis Insurance | 3% | 3.0 | 0% | — |
| 9 | Tesco Bank | 3% | 3.0 | 0% | — |
| 10 | Hastings Direct | 2% | 4.0 | 4% | — |
| 11 | Ageas | 0% | — | 8% | — |
| 12 | Allianz | 0% | — | 0% | — |
| 13 | AXA | 0% | — | 13% | 0% |
| 14 | Co-op Insurance | 0% | — | 4% | — |
| 15 | Legal & General | 0% | — | 4% | — |
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.
Aviva 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? Aviva converts 22% of reads; AXA just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | More Than | 17% | 1.2 | 0% | — |
| 2 | Aviva | 17% | 1.4 | 33% | 22% |
| 3 | Budget Insurance | 13% | 1.4 | 0% | — |
| 4 | Direct Line | 10% | 2.3 | 0% | — |
| 5 | NFU Mutual | 3% | 1.5 | 4% | 50% |
| 6 | Admiral | 3% | 2.5 | 17% | 50% |
| 7 | LV= | 3% | 2.5 | 0% | — |
| 8 | John Lewis Insurance | 3% | 3.0 | 0% | — |
| 9 | Tesco Bank | 3% | 3.0 | 0% | — |
| 10 | Hastings Direct | 2% | 4.0 | 4% | — |
| 11 | Ageas | 0% | — | 8% | — |
| 12 | Allianz | 0% | — | 0% | — |
| 13 | AXA | 0% | — | 13% | 0% |
| 14 | Co-op Insurance | 0% | — | 4% | — |
| 15 | Legal & General | 0% | — | 4% | — |
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 → Aviva, ChatGPT → Budget Insurance. Their top-five lists share just 38% 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 | 5% | 25% | 20% | 20pp |
| More Than | 5% | 25% | 20% | 20pp |
| Budget Insurance | 10% | 10% | 20% | 10pp |
| Direct Line | 5% | 10% | 15% | 10pp |
| John Lewis Insurance | 0% | 10% | 0% | 10pp |
| Admiral | 0% | 10% | 0% | 10pp |
| LV= | 5% | 5% | 0% | 5pp |
| Tesco Bank | 0% | 5% | 5% | 5pp |
| NFU Mutual | 0% | 5% | 5% | 5pp |
| Hastings Direct | 0% | 5% | 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 13:29:29 GMT.