The UK insurer AI leaderboard
When UK consumers ask ChatGPT, Claude or Gemini for insurance, which brands get named, and recommended? The GEO Score blends visibility, sentiment, accuracy and recommendation rate into a single 0-100 index, refreshed quarterly across motor, home, travel and pet cover. Full methodology.
Top 12 of 12 insurers · Updated 2026-05-11
- #156556399220
Score 56 · Vis 55 · Sen 63 · Acc 99 · Rec 22
- #253536298170
Score 53 · Vis 53 · Sen 62 · Acc 98 · Rec 17
- #34846619970
Score 48 · Vis 46 · Sen 61 · Acc 99 · Rec 7
- #447456210040
Score 47 · Vis 45 · Sen 62 · Acc 100 · Rec 4
- #540265810021
Score 40 · Vis 26 · Sen 58 · Acc 100 · Rec 2
- #63924589621
Score 39 · Vis 24 · Sen 58 · Acc 96 · Rec 2
- #739147010020
Score 39 · Vis 14 · Sen 70 · Acc 100 · Rec 2
- #835135610010
Score 35 · Vis 13 · Sen 56 · Acc 100 · Rec 1
- #93245210002
Score 32 · Vis 4 · Sen 52 · Acc 100 · Rec 0
- #10315598511
Score 31 · Vis 5 · Sen 59 · Acc 85 · Rec 1
- #113015010000
Zurich(opens in a new tab)Limited dataScore 30 · Vis 1 · Sen 50 · Acc 100 · Rec 0
- #12242565812
Score 24 · Vis 2 · Sen 56 · Acc 58 · Rec 1
Showing the top 20 insurers by GEO score.
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- Your GEO score across motor, home, travel and pet, plus where you’d rank vs the published top 20.
- Visibility, sentiment, accuracy and recommendation rate broken down by prompt type.
- The actual prompts that name your brand, and the ones that don’t, across ChatGPT, Claude and Gemini.
- Quarter-over-quarter trajectory, plus the three biggest opportunities to climb the leaderboard.
How the GEO Score is built
We measure how UK insurers show up when consumers ask AI assistants for insurance. Each quarter we run a fixed battery of prompts across ChatGPT, Claude and Gemini, mirroring the real questions shoppers type ("best car insurance for young drivers", "cheapest pet insurance for a puppy", etc.) and the follow-ups they ask next.
Every response is parsed for brand mentions. Each mention is classified on four dimensions: whether the brand appeared at all (visibility), whether the surrounding sentiment was positive, neutral or negative (sentiment), whether the claims the model made about the brand were factually correct against public FCA and provider data (accuracy), and whether the brand was explicitly recommended as a top pick (recommendation).
Each dimension is normalised to a 0-100 scale and weighted into a single composite GEO Score. Rankings are refreshed quarterly. Scores are not sponsored and insurers cannot pay to be listed or re-ranked.
What is a GEO Score?+
A GEO (Generative Engine Optimization) Score measures how well a brand performs when consumers ask AI assistants for recommendations. It combines visibility, sentiment, factual accuracy of claims, and recommendation rate into a single 0-100 number per insurance line.
Which AI engines are measured?+
The current index covers ChatGPT (GPT-4 class), Claude and Gemini. Perplexity is on the roadmap once UK consumer usage of agentic search crosses our inclusion threshold; we add engines as the evidence supports it.
How often are scores refreshed?+
Quarterly. LLM behaviour shifts with every model release, so fresh measurement matters more here than in traditional SEO.
Can an insurer pay to improve its ranking?+
No. Rankings are editorial. Insurers working with Malcolm will likely improve their rankings by virtue of optimised visibility and product availability, but the results presented here are always organic.
Is AI sending customers to you, or past you?
Book a 20-minute call and we'll walk you through exactly how your brand is showing up in LLM answers today: the prompts that name you, the ones that don't, and what it takes to be quotable by AI agents tomorrow.