How AI assistants recommend insurance brokers
Someone who asks an AI assistant for an insurance broker often hears the largest global brokers first. Here is what the assistants answered in every city the AIGROW Index asked, and what a local broker can work on.
- Cities asked
- 88
- Names in the rankings
- 924
- Businesses named per city
- 39
- Names repeated on a rerun
- 44%
- Answers that name the leader
- 44%
The first two rows are counts; the rows under them are medians over the ranked pages. Every question was asked without a location or a chat history.
Asked for an insurance broker in 88 cities, ChatGPT, Claude and Gemini named about 39 brokers per city, and 50% of those names came up only once. Each assistant builds its list from what is published about a broker. What a broker controls is that public record: its cover, its clients and its listings.
What a customer asked, and who came first
One place of the 88, as an example: New York. Every place was asked the same questions in its own language, and its page in the Index has the full ranking.
- Who is the best insurance broker in New York?
- I need insurance for my small business in New York. Which broker would you recommend?
- Which insurance agency in New York can find me cheaper home and car insurance?
- Which independent insurance broker in New York would you recommend to a family?
- HUB Internationalnamed in 58% of the answers
- Brown & Brown Insurancenamed in 44% of the answers
- Marsh McLennan Agencynamed in 36% of the answers
The names that recur
46 different businesses came first across 88 rankings, and 155 names were listed in three places or more. These are the most frequent.
- Aon39 places
- Marsh30 places
- AXA22 places
- Gallagher22 places
- Allianz21 places
- Hiscox14 places
Counted by spelling: two businesses with the same name in different places count as one.
What an owner can work on
No one can promise a place in an assistant’s answer. What an owner controls is what is published about the business, and these are the parts the questions above point to.
Say who you insure
The questions come from a small business, a family and someone looking for cheaper home and car insurance. A page for each kind of client, with the cover you arrange, answers each question as it is asked.
Say that you are independent
One question asked for an independent broker. If you are one, say so plainly, with the insurers you work with, on your site and in every listing.
Registration that can be checked
Your registration as a broker, listed the same way on your site and in the public register, is a fact an assistant can repeat and a client can verify.
Every ranking for this trade
The AIGROW Index publishes the ranking of each place with every answer, and how it was measured.
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