Which insurers AI recommends in the United Kingdom

We asked ChatGPT and Google AI Mode the 200 questions people in the United Kingdom ask about insurance, 400 answers in all. Aviva, AXA, and LV= are the insurers AI names most.

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INSURANCE AI VISIBILITY STUDY · UNITED KINGDOM

Who AI recommends among insurers.

Edition 1 · October 16, 2026

Every figure on this page comes from answers given on one day, to the same questions, asked in English on each engine.

200buyer questions
400AI answers analysed
2AI engines
22insurers tracked

Short answer: Aviva is the insurer AI recommends most in the United Kingdom: ChatGPT and Google AI Mode name it in 38% of answers to 200 insurance questions. Next come AXA (20%) and LV= (16%).

The full report is free with a work email: every question with the insurers each engine named, the sites AI cites and the data as CSV and PDF. Open the full report.

KEY FINDINGS

What AI tells people in the United Kingdom.

  1. Aviva is the insurer AI names most: it appears in 38% of answers.
  2. Aviva, AXA, and LV= together take 37% of all insurer mentions.
  3. Aviva is also the insurer AI names first most often, in 12% of answers.
  4. Every engine names Aviva most often.
  5. In questions about health insurance, Bupa leads with 78%.
TOP 10

The insurers AI names most often.

Visibility is the share of answers that name the brand, averaged over every question and engine. Share of voice is the brand’s share of all mentions.

01Avivashare of voice 19%38%
02AXAshare of voice 10%20%
03LV=share of voice 8.1%16%
04Vitalityshare of voice 6.5%13%
05Admiralshare of voice 6.1%12%
06Legal & Generalshare of voice 6.1%12%
07Bupashare of voice 5.8%12%
08NFU Mutualshare of voice 5.4%11%
09Direct Lineshare of voice 5.3%11%
10Sagashare of voice 4.1%8.3%
BY ENGINE

Each engine has its own favourites.

ChatGPT
  1. Aviva37%
  2. AXA19%
  3. LV=15%
  4. Legal & General12%
  5. Bupa12%
Google AI Mode
  1. Aviva39%
  2. AXA21%
  3. LV=18%
  4. Vitality16%
  5. Admiral16%

Loading the full report…

QUESTIONS

Frequently asked questions.

Which insurer does AI recommend most in the United Kingdom?

Aviva is the insurer AI recommends most in the United Kingdom: ChatGPT and Google AI Mode name it in 38% of answers to 200 insurance questions. Next come AXA (20%) and LV= (16%).

Which insurer does AI name first most often in the United Kingdom?

Aviva is named first in 12% of answers, more often than any other insurer.

Do ChatGPT and Google AI Mode recommend the same insurers?

Not always. The insurer each engine names most: Aviva on ChatGPT (37%) and Aviva on Google AI Mode (39%).

How was this study made?

We asked ChatGPT and Google AI Mode the same 200 questions people in the United Kingdom ask about insurance, in English, on October 16, 2026: 400 answers in all. An insurer counts when the answer names it; every question has the same weight on every engine.

Where can I get the full report?

Free with a work email at https://reaudit.io/rankings/studies/insurance/united-kingdom#full-report: every question with the insurers each engine named, the sites AI cites and the data as CSV and PDF.

How can an insurer appear more often in AI answers?

AI engines name the insurers that the pages they read and cite name: your own pages, comparison sites, news and official sources. Answer buyers’ questions clearly on your site, be present on the sites AI cites in your market, and track the questions that matter on every engine.

METHOD

How this study was made.

Period
October 16, 2026
Questions
200 questions in 8 topics, written the way people in the United Kingdom search
Engines
ChatGPT, Google AI Mode
Answers
400
Counting
A brand counts when the answer names it. Every question has the same weight on every engine; repeated runs of a question are averaged. Comparison sites, brokers and public bodies are measured too, but ranked separately from insurers.
  • Car & Motorbike Insurance · 25
  • Home Insurance · 25
  • Health Insurance · 25
  • Life Insurance, Protection & Pensions · 25
  • Business Insurance · 25
  • Travel, Pet & Other Cover · 25
  • Comparing Insurers · 25
  • Claims & Customer Service · 25
  • Which car insurer is cheapest for a 17-year-old new driver?Car & Motorbike Insurance
  • Which home insurance is best for a first-time buyer?Home Insurance
  • Which private health insurance is best value in the UK?Health Insurance
  • Which life insurance company is the cheapest for a non-smoker in their 30s?Life Insurance, Protection & Pensions
  • Which insurer is best for public liability insurance for a sole trader?Business Insurance
  • Best annual multi-trip travel insurance for a familyTravel, Pet & Other Cover
  • What is the best insurance company in the UK overall?Comparing Insurers
  • Which insurer pays out claims the fastest?Claims & Customer Service

How to cite: Reaudit, Insurance AI Visibility Study — United Kingdom, edition 1 (October 16, 2026). https://reaudit.io/rankings/studies/insurance/united-kingdom

YOUR BRAND

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OTHER MARKETS

Read the study for another country.