Life Insurance,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about life insurance — and record exactly which brands they put forward. Right now, Aviva owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Aviva is the default answer.
Named in 25% of life insurance answers, typically in position 2.1. Vitality follows at 18%, Legal & General at 15%.
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 | Aviva | 25% | 2.1 | 0% | — |
| 2 | Vitality | 18% | 2.9 | 13% | 29% |
| 3 | Legal & General | 15% | 3.1 | 22% | 24% |
| 4 | Royal London | 15% | 3.8 | 8% | 29% |
| 5 | Zurich | 13% | 4.1 | 3% | 100% |
| 6 | Scottish Widows | 8% | 2.8 | 2% | — |
| 7 | LV= | 7% | 2.3 | 3% | — |
| 8 | AXA | 5% | 1.7 | 0% | — |
| 9 | The Exeter | 5% | 4.0 | 0% | 0% |
| 10 | Post Office | 2% | 1.0 | 17% | 75% |
| 11 | Aegon | 2% | 4.0 | 0% | — |
| 12 | Shepherds Friendly | 2% | 5.0 | 3% | — |
| 13 | SunLife | 0% | — | 3% | 0% |
| 14 | Your brand | 0% | — | 25% | 25% |
The referees of life insurance.
The independent sources AI models cite when answering life insurance questions — the places a brand needs to be seen, reviewed and ranked.
Post Office converts reads into citations. SunLife doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Post Office converts 75% of reads; SunLife just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Aviva | 25% | 2.1 | 0% | — |
| 2 | Vitality | 18% | 2.9 | 13% | 29% |
| 3 | Legal & General | 15% | 3.1 | 22% | 24% |
| 4 | Royal London | 15% | 3.8 | 8% | 29% |
| 5 | Zurich | 13% | 4.1 | 3% | 100% |
| 6 | Scottish Widows | 8% | 2.8 | 2% | — |
| 7 | LV= | 7% | 2.3 | 3% | — |
| 8 | AXA | 5% | 1.7 | 0% | — |
| 9 | The Exeter | 5% | 4.0 | 0% | 0% |
| 10 | Post Office | 2% | 1.0 | 17% | 75% |
| 11 | Aegon | 2% | 4.0 | 0% | — |
| 12 | Shepherds Friendly | 2% | 5.0 | 3% | — |
| 13 | SunLife | 0% | — | 3% | 0% |
| 14 | Your brand | 0% | — | 25% | 25% |
The models do not agree on who leads.
Ask about life insurance and the brand you are shown depends on the assistant: Claude → Royal London, Gemini → Aviva, ChatGPT → Aviva. 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 |
|---|---|---|---|---|
| Aviva | 15% | 35% | 25% | 20pp |
| Royal London | 20% | 15% | 10% | 10pp |
| Vitality | 15% | 25% | 15% | 10pp |
| Legal & General | 15% | 10% | 20% | 10pp |
| The Exeter | 5% | 10% | 0% | 10pp |
| AXA | 5% | 10% | 0% | 10pp |
| Zurich | 15% | 10% | 15% | 5pp |
| Scottish Widows | 10% | 10% | 5% | 5pp |
| Shepherds Friendly | 5% | 0% | 0% | 5pp |
| LV= | 5% | 10% | 5% | 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 13:17:33 GMT.