# 65 Insurance AI Search Visibility Statistics (2026)

> When a lender, a landlord or a client sets the rule, ChatGPT and Google AI Mode answer insurance questions from the rule itself: the regulator, the lender's guide, an insurer's page on what is required. Cover people choose is answered from best-of rankings, and each route needs its own owner.

By Vlad Shvets, Partner @ Qvery · Published 2026-09-04 · Updated 2026-11-09 · 11 min read
Canonical: https://qvery.ai/blog/insurance-products-ai-engine-visibility/

Your service team spends a good part of its week on rules other people wrote. A lender wants evidence of insurance, the insurer's proof that the home is covered, before the closing. A landlord wants to be listed on a renter's policy as an interested party, told by the insurer if the cover lapses, before handing over the keys. A client contract asks for a certificate showing a million dollars of liability cover.

Buyers take the same rules to an assistant now: in a Geneva Association survey of insurance customers in six countries, **68%** had used generative AI assistants when buying insurance,[^1] to research products, compare cover and make sense of policy terms.

- **68%** of insurance customers in six countries had used AI assistants when buying insurance[^1]
- **30%** of people surveyed in the EU would trust AI agents' insurance recommendations[^2]
- **46%** of US consumers would let AI generate an insurance quote[^3]

Source: Geneva Association (2025); EIOPA, citing a Eurobarometer survey (2026); Insurity (2026)

In early September we asked ChatGPT and Google AI Mode, Google's chat-style search answers, about cover somebody else requires and about cover people choose for themselves.

When a lender, landlord, or client sets the rule, answers draw on regulators, lenders, and insurers explaining the requirement. When buyers choose cover for themselves, answers favor best-of rankings and product pages.

An insurer that sells both has two routes into these answers, with two owners.

These citations do not prove why an insurer was named or whether anyone bought. The groups contain different products, so the requirement alone cannot explain the split. Motor is excluded: [car insurance answers follow the driver](https://qvery.ai/blog/car-insurance-ai-visibility/).

> 💡 **Highlights** 
> - **54.62%** of answers about required cover cited a page on the requirement itself: what the lender, landlord, client or law demands. For cover people choose: none.
> - **52.85%** of answers about chosen cover cited a best-of ranking or comparison, against 31.09% for required cover. Forbes Advisor led at 25.20%, NerdWallet at 21.14%.
> - ChatGPT cited a government body or regulator in **61.38%** of its insurance answers; Google AI Mode in 8.25%, leaning on brokers, publishers and lenders' pages instead.
> - NerdWallet is the only site in the ten most cited for both kinds of cover.
> - **68%** of insurance customers surveyed in six countries had used AI assistants when buying insurance.[^1]

## Insurance Buyers Use Assistants to Get Oriented, Not to Sign

In the EU, **59%** of people in a Eurobarometer survey cited by the European Insurance and Occupational Pensions Authority (EIOPA) expressed reservations about recommendations from AI agents when choosing insurance or a pension product, and 30% said they would trust them.[^2]

- **64%** of the generative AI use cases European insurers reported are still at proof of concept or experimentation[^2]
- **83%** are assisted or semi-autonomous, with human input and control kept[^2]
- **9%** are agentic, deciding and acting with minimal or no human intervention[^2]

Source: EIOPA: Generative AI Market Survey (2026)

In the US, Insurity, an insurance software company, found in its own February survey that **84%** of consumers use AI tools at least occasionally, and the same line between help and decisions: 46% would let AI generate a quote, while 22% would let it file a claim and 16% would let it cancel or renew a policy.[^3]

**US Consumers Will Let AI Quote, but Not Decide** (% of US consumers surveyed)

46% would let AI generate a quote, and comfort falls to 22% for filing a claim and 16% for cancelling or renewing a policy.

| Label | Value |
|---|---:|
| Generate a quote | 46% |
| Track claim status | 39% |
| Update personal information | 38% |
| File a claim | 22% |
| Cancel or renew a policy | 16% |

Share of US adults surveyed online in February 2026 who would be comfortable with AI doing each task in property and casualty insurance. Source: Insurity: 2026 AI in Insurance Report (2026)

Insurers have started treating the assistant as a place to sell. Aviva announced an app on ChatGPT in March that returns an initial quote for its Signature home insurance, with the purchase finished on Aviva's own site, for customers who use LLMs, the AI models behind assistants.[^4]

> We already compete strongly across all distribution channels, including direct, price comparison websites, brokers and partnerships, and this will now enable customers using LLMs to purchase from us.
>
> Owen Morris, CEO, Aviva UK Personal Lines

If buyers ask an assistant which insurer to call, your company needs to know whether it appears and how it is described.

## Required Cover Is Answered From the Rulebook

Ask which home insurance satisfies a mortgage lender, or which renters policy a landlord will accept, and the answer starts by explaining the requirement. Then it names insurers.

In **54.62%** of the answers about required cover, at least one cited page was about the requirement itself: what a lender, a landlord, a client or the law demands of the policy, or the document that proves you have it. In the answers about cover people choose, that share was 0.00%.

**Who sets the rule, and the pages the answers cited for it**

| Who sets the rule | What the answers cited | Whose pages |
|---|---|---|
| Mortgage lender | Why lenders require home cover, property rules, binders (temporary proof of cover) | CFPB, Fannie Mae, Freddie Mac, Progressive, Rocket Mortgage |
| Landlord | Whether a landlord can require renters cover, the landlord as interested party | Progressive, Travelers, Farmers, Allstate |
| Client contract | The cover a contract asks for, certificates of insurance | Hiscox, The Hartford, Next Insurance, Texas Department of Insurance |

Our research: insurance buying questions, mostly in the US, half about required cover and half about chosen cover; shares are of answers citing a source.

The rule-setters are cited directly. The Consumer Financial Protection Bureau appeared in **16.81%** of the answers about required cover, most often through its page explaining that "lenders generally require proof that you have homeowner's insurance."[^5] A government body, a regulator or a lender's own page appeared in **56.30%** of them.

Fannie Mae's and Freddie Mac's guides, written for lenders and servicers rather than buyers, were cited in **7.56%**. Fannie Mae's rule says the borrower "has the right to select the insurer of their choice," provided the insurance meets its requirements.[^6]

Insurers are cited too, often through the pages that explain the rule. Progressive appeared in **16.81%** of the answers about required cover, level with the CFPB, and half of those answers cited one of its requirement pages, most often the one on whether a landlord can require renters insurance.

**A Regulator and Insurers' Rule Pages Lead the Answers About Required Cover** (% of answers citing the site)

The CFPB and Progressive each sit under 16.81% of these answers and NerdWallet under 15.13%, with insurers' own sites filling the rest of the top.

| Label | Value |
|---|---:|
| CFPB (regulator) | 16.81% |
| Progressive (insurer) | 16.81% |
| NerdWallet (publisher) | 15.13% |
| The Hartford (insurer) | 8.40% |
| Travelers (insurer) | 8.40% |
| Hiscox (insurer) | 7.56% |
| Liberty Mutual (insurer) | 6.72% |
| Next Insurance (insurer) | 5.88% |
| State Farm (insurer) | 5.88% |
| Allstate (insurer) | 5.88% |
| MoneyGeek (publisher) | 5.88% |

ChatGPT and Google AI Mode, early September 2026. Share of answers about cover a lender, landlord or client requires that cited a source and cited the site; the eleven most cited, four of them tied at 5.88%. Source: Qvery research: insurance buying questions asked of ChatGPT and Google AI Mode, early September 2026

Hiscox appeared in 7.56%, more often than not through its page on the cover a client contract asks for. The Hartford and Travelers appeared in 8.40% each, with pages on certificates and landlords among the ones cited.

Of the required-cover answers that cited an insurer's own site, **37.5%** cited one of these requirement pages.

A requirement page is one route into the answer. Whether writing one gets you cited is something to measure, not assume.

## Cover People Choose Gets Best-Of Lists and Product Pages

Life, pet, travel, dental and vision cover are usually bought because the buyer wants them, and the answers read differently. **52.85%** of the answers about chosen cover cited a best-of ranking, a publisher's list of the best insurers for a product, or a comparison, against 31.09% for required cover.

Forbes Advisor was cited in **25.20%** of those answers and NerdWallet in 21.14%, then the Wall Street Journal's Buy Side (9.76%), U.S. News (8.13%) and Money (7.32%). Insurers' own sites appeared in **58.54%**, mostly product pages: Humana's and Aetna's dental and vision plans, Trupanion and ASPCA Pet Health Insurance for pets.

**Forbes Advisor and NerdWallet Lead the Answers About Cover People Choose** (% of answers citing the site)

Forbes Advisor sits under 25.20% and NerdWallet under 21.14% of these answers, with insurers' product pages and public plan sites below them.

| Label | Value |
|---|---:|
| Forbes Advisor (publisher) | 25.20% |
| NerdWallet (publisher) | 21.14% |
| WSJ Buy Side (publisher) | 9.76% |
| NAIC (regulators) | 8.13% |
| Humana (insurer) | 8.13% |
| U.S. News (publisher) | 8.13% |
| Squaremouth (marketplace) | 7.32% |
| HealthCare.gov (government) | 7.32% |
| Trupanion (insurer) | 7.32% |
| Money (publisher) | 7.32% |

ChatGPT and Google AI Mode, early September 2026. Share of answers about chosen cover (life, pet, travel, dental, vision, disability, gadget) that cited a source and cited the site. Source: Qvery research: insurance buying questions asked of ChatGPT and Google AI Mode, early September 2026

NerdWallet is the only site on both charts. Pool the two and NerdWallet comes out on top, with Forbes second, a site cited in two of the 119 answers about required cover. A single list for "insurance" describes neither route.

**Required Cover Brings In Brokers and Lenders; Chosen Cover Brings In Publishers** (% of answers citing that kind of site)

Publishers appear in 58.54% of answers about chosen cover against 34.45% for required cover, while lenders' and landlord services' pages appear almost only for required cover.

| Label | Cover someone requires | Cover people choose |
|---|---:|---:|
| Government and regulators | 44.54% | 35.77% |
| Insurers' own sites | 47.06% | 58.54% |
| Review and comparison publishers | 34.45% | 58.54% |
| Brokers and comparison marketplaces | 31.93% | 20.33% |
| Lenders and landlord services | 21.01% | 0.81% |

ChatGPT and Google AI Mode, early September 2026. Share of answers that cited a source and cited at least one site of each kind; an answer can cite several kinds. Source: Qvery research: insurance buying questions asked of ChatGPT and Google AI Mode, early September 2026

The ranking route is about whether those pages list you for the line, what they say about your price, limits and exclusions, and which page of yours they link to.

Brokers are cited on both routes, more on the first: comparison marketplaces and brokers appeared in **31.93%** of the answers about required cover and **20.33%** about chosen cover, often through the same kind of requirement page, such as The Zebra's guide to lender requirements or Insureon's on contractual liability.

## ChatGPT Cites Regulators in 61.38% of Insurance Answers, Google AI Mode in 8.25%

The engine splits the answers too. Across both kinds of cover, ChatGPT cited a government body or regulator in **61.38%** of its answers; Google AI Mode did in 8.25%.

Google AI Mode leaned on the market instead: brokers and comparison marketplaces in **36.08%** of its answers against 19.31% on ChatGPT, review publishers in 55.67% against 40.69%, and lenders' and landlord services' pages in 17.53% against 6.21%. Reddit or Facebook appeared in 7.22% of Google AI Mode's answers and YouTube in 9.28%.

ChatGPT cited no Reddit thread and no YouTube video in any of its answers.

ChatGPT and Google AI Mode each cited a median of three different sites per answer, so the gap is in which sites, not how many.

**ChatGPT Reads Government Pages; Google AI Mode Reads Brokers, Publishers and Lenders** (% of answers citing that kind of site)

Government and regulators appear in 61.38% of ChatGPT's insurance answers and 8.25% of Google AI Mode's, while brokers, publishers, lenders, Reddit and YouTube appear more on Google AI Mode.

| Label | ChatGPT | Google AI Mode |
|---|---:|---:|
| Government and regulators | 61.38% | 8.25% |
| Insurers' own sites | 50.34% | 56.70% |
| Review publishers | 40.69% | 55.67% |
| Brokers and marketplaces | 19.31% | 36.08% |
| Lenders and landlord services | 6.21% | 17.53% |
| Reddit or Facebook | 0.00% | 7.22% |
| YouTube | 0.00% | 9.28% |

Both kinds of cover together, early September 2026. Share of each engine's answers that cited a source and cited at least one site of each kind; an answer can cite several kinds. Source: Qvery research: insurance buying questions asked of ChatGPT and Google AI Mode, early September 2026

ChatGPT's lean on regulators matches the [car insurance answers](https://qvery.ai/blog/car-insurance-ai-visibility/), where it cited a regulator's page in 64.86% of answers about a described driver.

Google's own documentation adds a third surface, its AI-written answers above or instead of the usual results: AI Mode and AI Overviews "may use different models and techniques, so the set of responses and links they show will vary."[^7] A buyer who asks ChatGPT is more likely to be pointed to the regulator; the same buyer on Google AI Mode, to a broker, a publisher or a lender's page.

Which of your pages each assistant cites, for each line you sell, changes with the question and the week. A single question typed into one assistant once settles neither.

GEO Agent: https://qvery.ai/geo-agent/

## Service and Compliance Own One Route, Marketing Owns the Other

The two routes run through different teams of an insurance company.

The requirement route belongs to the people who already answer the rule. Your service team handles the evidence-of-insurance requests, the certificates and the interested-party changes, so it supplies the wording; product confirms what each policy can carry; compliance approves; whoever runs the website publishes.

Together they keep one page per requirement, in the requester's own words, saying whether the policy meets it and how the buyer gets the proof.

The ranking route belongs to marketing, or whoever holds your relationships with the publishers. For each line: which rankings cite you, whether what they print about you matches this year's policy documents, and which page of yours they link to.

![Two panels: required cover is answered from the regulator, lender guides and insurers’ rule pages, kept by service and compliance; chosen cover from best-of lists, kept by marketing.](https://qvery.ai/blog/insurance-products-ai-engine-visibility/illustration-two-routes.webp)

*Read the last line of each panel: the two routes run through different teams of the same insurer.*

> Your service desk answers each requirement once per customer. A page answers it once for every buyer who asks an assistant.

> 📌 At Qvery, we help insurers answer each lender, landlord and client request once on a page instead of one email at a time and give those hours back, with custom AI agents that read your service inbox, find the requirements that keep coming back and draft the page that answers each one for your product and compliance people to approve. The AI agents read the service queue and your pages, no customer names or policy numbers appear in a draft, and nothing is published without two people.

So service, product and compliance keep the requirement route, and marketing keeps the ranking route. Each needs someone who reads what the answers cite for it.

Have Qvery Build the Pages That Answer Lender and Landlord Requests: https://calendly.com/qvery-vlad/30min

## Frequently asked questions



### Which websites do AI assistants cite when people ask about insurance?

It depends on the cover. In our September research, answers about cover a lender, landlord or client requires cited the requirement itself in 54.62% of cases (the CFPB, Fannie Mae's guide, insurers' pages on landlord and contract rules), while answers about cover people choose cited best-of rankings in 52.85%, led by Forbes Advisor (25.20%) and NerdWallet (21.14%).

### Do ChatGPT and Google AI Mode cite the same insurance sources?

No. ChatGPT cited a government body or regulator in 61.38% of its insurance answers and Google AI Mode in 8.25%. Google AI Mode cited brokers and comparison marketplaces (36.08% against 19.31%), lenders' pages, Reddit and YouTube more often.

### Should an insurer write pages about lender, landlord and contract requirements?

For required cover, those were the insurer pages the answers cited: 37.5% of the required-cover answers that cited an insurer's own site cited one of its requirement pages. Whether writing one gets an insurer cited is something to measure, not assume.

### Does being cited in an AI answer mean more policies sold?

Nobody can say that yet from citations alone, and we did not measure sales. What the surveys show is that buyers use assistants to research and compare, and many still check before they act: 59% of EU respondents in a Eurobarometer survey cited by EIOPA expressed reservations about AI agents' insurance recommendations.[^2]

### How many insurance buyers use AI assistants?

In the Geneva Association's survey of insurance customers in six countries, 68% had used generative AI assistants when buying insurance.[^1] In Insurity's US survey, 46% said they would let AI generate an insurance quote.[^3]

### Who at an insurer should own AI visibility?

Two owners. For required cover, your service team supplies the wording from evidence requests, certificates and interested-party changes; product checks what the policy can carry, compliance approves and the website owner publishes. Chosen cover such as pet or life belongs to marketing, or whoever manages publisher relationships: which rankings list the company, whether they match current policy documents, and where they link.

### Do AI answers cite the CFPB for home insurance?

For required cover, yes: the Consumer Financial Protection Bureau appeared in 16.81% of the answers about cover a lender, landlord or client requires, mostly through its page on why lenders require homeowner's insurance, and in none of the answers about cover people choose.

### Which publishers do AI answers cite for pet, life and travel insurance?

Forbes Advisor (25.20%) and NerdWallet (21.14%), then the Wall Street Journal's Buy Side (9.76%), U.S. News (8.13%) and Money (7.32%); insurers' own product pages appeared in 58.54% of those answers.

### Do insurers' own pages appear in answers about required cover?

Yes, often through the pages that explain the rule: Progressive appeared in 16.81% of those answers, level with the CFPB, and half of those cited one of its requirement pages; The Hartford and Travelers appeared in 8.40% each and Hiscox in 7.56%.

### Are European insurers already using generative AI?

Mostly in early form: in EIOPA's survey, 64% of the generative AI use cases insurers reported were at proof of concept or experimentation, 83% kept human input and control, and 9% were agentic.[^2]

### Would consumers let AI handle insurance tasks for them?

For routine steps more than decisions: in Insurity's February 2026 survey of US consumers, 46% would let AI generate a quote, while 22% would let it file a claim and 16% would let it cancel or renew a policy.[^3]

## Sources

[^1]: The Geneva Association, "Gen AI in the Insurance Customer Journey" (2025), https://www.genevaassociation.org/publication/digital-ai-transformation/gen-ai-insurance-customer-journey-0
[^2]: EIOPA, "Generative AI Market Survey: Outlook, Use Cases and Risk Management" (2026), https://www.eiopa.europa.eu/document/download/bec886e2-dea0-4bbe-9624-d5f23f85700a_en?filename=EIOPA-BoS-25-679-GenAI-Report.pdf
[^3]: Insurity, "Consumer Support for AI in P&C Insurance Nearly Doubles in 2026, Insurity Survey Finds" (2026), https://insurity.com/press-release/consumer-support-for-ai-in-p-c-insurance-nearly-doubles-in-2026-insurity-survey-finds
[^4]: Aviva, "Aviva launches insurance app on ChatGPT" (2026), https://www.aviva.com/newsroom/news-and-research-overview/news-releases/2026/03/aviva-launches-insurance-app-on-chatgpt/
[^5]: Consumer Financial Protection Bureau, "What is homeowner's insurance? Why is homeowner's insurance required?" (2024), https://www.consumerfinance.gov/ask-cfpb/what-is-homeowners-insurance-why-is-homeowners-insurance-required-en-162/
[^6]: Fannie Mae, "Selling Guide B7-3-01: General Property Insurance Requirements for All Property Types" (2022), https://selling-guide.fanniemae.com/sel/b7-3-01/general-property-insurance-requirements-all-property-types
[^7]: Google Search Central, "AI Features and Your Website" (2025), https://developers.google.com/search/docs/appearance/ai-features