How AI wants life insurance
Life Insurance is decided on affinity: Zurich indexes 110 there against AXA at 92, a 18-point spread. Vitality holds the strongest overall profile, indexing 105 against the category average: credible, not first choice. Across these 12 brands, attachment tracks being named most closely (rank correlation 0.85).
12 brands · 60 AI answers · 135 dimension scores · measured, never estimated
100 = the average brand in the same category.100 = the average brand across every category in the index.
Life Insurance
| # | Brand | Attraction | Affinity | Attachment | Summary | Named in |
|---|---|---|---|---|---|---|
| 1 | Vitality | 105113 | 107117 | 103110 | Credible, not first choiceAhead on all three | 17% |
| 2 | Zurich | 105113 | 110120 | 96103 | Noticed, not returned toCredible, not first choice | 12% |
| 3 | Royal London | 103110 | 98108 | 103110 | Average on all threeAhead on all three | 18% |
| 4 | Scottish Widows | 103110 | 101110 | 100107 | Average on all threeAhead on all three | 7% |
| 5 | British Friendly | 100107 | 105114 | 96103 | Credible, not first choiceCredible, not first choice | 3% |
| 6 | Legal & General | 97105 | 95103 | 103110 | Relied on, not excitingChosen, not loved | 20% |
| 7 | LV= | 100107 | 95103 | 103110 | Relied on, not excitingChosen, not loved | 13% |
| 8 | The Exeter | 97105 | 101110 | 101109 | Average on all threeAhead on all three | 5% |
| 9 | Cirencester Friendly | 101109 | 101110 | 9096 | Noticed, not returned toNoticed, not returned to | 2% |
| 10 | Bupa | 99106 | 97106 | 100107 | Average on all threeAhead on all three | 7% |
| 11 | Aviva | 95102 | 98108 | 104111 | Relied on, not excitingRelied on, not exciting | 30% |
| 12 | AXA | 96103 | 92101 | 100107 | Relied on, not excitingRelied on, not exciting | 7% |
Indexed against the average of the 12 indexed life insurance brands, so 100 is the category average and a brand is read against the rivals it actually competes with.Indexed against the average of every indexed brand in the whole index — 1,605 brands across 61 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 12 life insurance brands, measured across 60 AI answers in the latest weekly run.
Driver by driver
Where the category actually separates. A wide spread means assistants describe these brands very differently on that driver; a narrow one means it is table stakes.
Affinity
The widest field of the three: this is where the category separates.
Attachment
Real separation, but not the category’s defining contest.
Attraction
The tightest of the three: most brands land close together here.
Where each brand stands
Each brand's three indices, summed up in a line: which drivers it is ahead on, which it is behind on, and the one to build next. A brand that is noticed but not returned to has a different problem from one that is relied on but not exciting.
What assistants actually talk about
The sixteen dimensions underneath the drivers, scored 0–10 on how the answers describe each brand. Spread is the distance between the strongest and weakest brand: the widest are where a brand can still separate itself, the narrowest are the price of entry.
Where brands separate
| Dimension | Driver | Category avg | Strongest | Spread |
|---|---|---|---|---|
| Boldness & Creativity | Attraction | 6.8 | Vitality 8.0 | 2.0 |
| Lifestyle Fit & Identity | Affinity | 6.9 | Vitality 8.0 | 2.0 |
| Differentiation vs Sameness | Attraction | 7.3 | Vitality 8.3 | 1.8 |
| Leadership & Momentum | Attraction | 7.9 | Vitality 8.7 | 1.7 |
| Heritage & Authority | Attraction | 7.9 | Legal & General 8.7 | 1.7 |
Where everyone reads alike
| Dimension | Driver | Category avg | Strongest | Spread |
|---|---|---|---|---|
| Sustainability & Ethics | Affinity | 7.0 | Royal London 7.0 | 0.0 |
| Ease of Use & Onboarding | Attachment | 8.0 | Aviva 8.0 | 0.0 |
| Reliability & Consistency | Affinity | 8.2 | Zurich 8.7 | 0.7 |
| Trust & Credibility | Affinity | 8.2 | Royal London 8.7 | 0.7 |
| Quality & Performance | Attraction | 8.1 | Vitality 8.7 | 0.7 |
Does desire track being recommended?
Rank correlation between a brand's driver index and the share of answers naming it, across the 12 indexed brands in this category. A relationship inside one run's answers — descriptive, never causal, and easily moved by a single brand at this sample size.
Method & limitations
Every week, each category runs a fixed set of unbranded consumer prompts against ChatGPT, Claude and Gemini. A separate model reads the answers and scores every brand named in them across 16 perception dimensions, 0–10. Those dimensions are grouped into the three Drivers of Desire from the Havas Science of Desire framework, and each brand's driver score is indexed against the average brand in its own category — 100 is the category average, 115 is fifteen per cent above it. The Vs all categories switch re-indexes the same scores against the average of every indexed brand across every category, so boards can be read against each other; the ranking inside a category is the same either way. Each category's own average, indexed against the whole index, is its place in the category table. The summary beside each brand describes where it stands on the three drivers against whichever benchmark is showing: above 104 counts as ahead, below 96 as behind.
This measures how AI assistants describe brands in their answers. It is not a survey of people, and it is not an endorsement: the scores are a reading of machine-generated text at the time of the run, and relationships between drivers and how often a brand is named are correlational. A brand needs at least six scored dimensions in a run to be indexed, and a category needs at least four such brands to get a board. See the full methodology.
Read the category report
Which life insurance brands the models recommend, the sources they trust and how often a brand page is read but not cited: Life Insurance · The Category Report.
Other categories
Where next
This edition measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.