Pensions,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about pensions — 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 12% of pensions answers, typically in position 2.4. Legal & General follows at 10%, Fidelity International 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 | Aviva | 12% | 2.4 | 15% | 14% |
| 2 | Legal & General | 10% | 2.7 | 3% | 0% |
| 3 | Fidelity International | 8% | 2.4 | 12% | 50% |
| 4 | Vanguard | 8% | 2.6 | 3% | 50% |
| 5 | AJ Bell | 5% | 2.3 | 3% | 8% |
| 6 | Hargreaves Lansdown | 5% | 2.7 | 12% | 17% |
| 7 | Interactive Investor | 5% | 3.3 | 12% | 75% |
| 8 | Standard Life | 5% | 3.3 | 0% | — |
| 9 | Scottish Widows | 5% | 4.3 | 3% | 100% |
| 10 | NEST | 3% | 1.0 | 2% | — |
| 11 | Aegon | 3% | 2.5 | 3% | 0% |
| 12 | Peoples Pension | 3% | 2.5 | 0% | — |
| 13 | Royal London | 3% | 4.0 | 5% | 40% |
| 14 | Master Trust | 2% | 2.0 | 0% | — |
| 15 | PensionBee | 2% | 6.0 | 15% | 75% |
The referees of pensions.
The independent sources AI models cite when answering pensions questions — the places a brand needs to be seen, reviewed and ranked.
Interactive Investor converts reads into citations. AJ Bell doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Interactive Investor converts 75% of reads; AJ Bell just 8%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Aviva | 12% | 2.4 | 15% | 14% |
| 2 | Legal & General | 10% | 2.7 | 3% | 0% |
| 3 | Fidelity International | 8% | 2.4 | 12% | 50% |
| 4 | Vanguard | 8% | 2.6 | 3% | 50% |
| 5 | AJ Bell | 5% | 2.3 | 3% | 8% |
| 6 | Hargreaves Lansdown | 5% | 2.7 | 12% | 17% |
| 7 | Interactive Investor | 5% | 3.3 | 12% | 75% |
| 8 | Standard Life | 5% | 3.3 | 0% | — |
| 9 | Scottish Widows | 5% | 4.3 | 3% | 100% |
| 10 | NEST | 3% | 1.0 | 2% | — |
| 11 | Aegon | 3% | 2.5 | 3% | 0% |
| 12 | Peoples Pension | 3% | 2.5 | 0% | — |
| 13 | Royal London | 3% | 4.0 | 5% | 40% |
| 14 | Master Trust | 2% | 2.0 | 0% | — |
| 15 | PensionBee | 2% | 6.0 | 15% | 75% |
Three models. Three different answers.
Ask about pensions and the brand you are shown depends on the assistant: Claude → Vanguard, Gemini → Aviva, ChatGPT → Interactive Investor. Their top-five lists share just 10% 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% | 25% | 0% | 25pp |
| Legal & General | 10% | 20% | 0% | 20pp |
| Standard Life | 10% | 5% | 0% | 10pp |
| Aegon | 10% | 0% | 0% | 10pp |
| Scottish Widows | 5% | 10% | 0% | 10pp |
| Royal London | 0% | 10% | 0% | 10pp |
| Vanguard | 10% | 10% | 5% | 5pp |
| Fidelity International | 10% | 10% | 5% | 5pp |
| Peoples Pension | 5% | 5% | 0% | 5pp |
| NEST | 5% | 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 13:32:32 GMT.