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AI Visibility Index · September 2026

Insurance brokers in Edinburgh that AI assistants recommend

We asked ChatGPT and Claude the four questions a buyer asks when looking for insurance brokers in Edinburgh, three times each, in English, and counted who they named. These are the businesses named in two or more of the 24 answers.

Check whether AI names youSee the ranking

Names are printed as the assistants wrote them. We have not checked that any of them is good, open, or real.

Insurance brokers · Edinburgh
42%of answers named Henderson Insurance Brokers
Answers
24
Businesses named
40
Named only once
25
Named by 2+ assistants
10 of 15
Named again on a rerun
22%

Edition September 2026. Download the data

Asked for insurance brokers in Edinburgh, ChatGPT and Claude most often named Henderson Insurance Brokers (42% of answers), Bruce Stevenson Insurance Brokers (25%) and Bruce Stevenson Risk Management (17%). Across 24 answers they named 40 different businesses, 25 of them only once. Each of four buyer questions was asked three times, in English, in September 2026.

The ranking

Share is the fraction of the 24 answers that named a business. The range under it is a 95% confidence interval: where two ranges overlap, the gap between those businesses could be chance.

Insurance brokers in Edinburgh named by AI assistants, September 2026
#BusinessShareChatGPTClaudeQuestionsAvg. position
1Henderson Insurance Brokers42%95%: 25 to 61%42%42%4 of 41.4
2Bruce Stevenson Insurance BrokersAlso written Bruce Stevenson Insurance Brokers Ltd25%95%: 12 to 45%8%42%3 of 41.7
3Bruce Stevenson Risk Management17%95%: 7 to 36%17%17%3 of 41.8
4Swinton Insurance Edinburgh17%95%: 7 to 36%17%17%1 of 42.3
5BlueRock Insurance BrokersAlso written Blue Rock Insurance Brokers17%95%: 7 to 36%8%25%2 of 42.5
6Howden Insurance Brokers13%95%: 4 to 31%17%8%3 of 43.3
7Mactavish8%95%: 2 to 26%17%0%1 of 41
8Murray & Muir Insurance Brokers8%95%: 2 to 26%17%0%1 of 41
9H&R Insurance Services LtdAlso written H&R Insurance Services8%95%: 2 to 26%8%8%1 of 41.5
10NFU Mutual Edinburgh8%95%: 2 to 26%8%8%1 of 41.5
11A-Plan Insurance Edinburgh8%95%: 2 to 26%0%17%1 of 42
12Henderson Loggie Insurance Brokers8%95%: 2 to 26%17%0%1 of 42
13Aston Lark Edinburgh8%95%: 2 to 26%8%8%2 of 42.5
14Marsh Commercial8%95%: 2 to 26%17%0%2 of 43
15Miller Insurance Services LLP8%95%: 2 to 26%8%8%1 of 43

Each assistant column is the share of that assistant's own answers. Questions counts how many of the four produced the name at least once; position is where it came in the answer's list, 1 being first. 25 more names came up in a single answer and are counted above but not listed.

What each assistant said

The same questions, the same number of times, and often different names. Each column is one assistant's top five from the ranking above, with the share of its own answers that named them.

#ChatGPTClaude
1Henderson Insurance Brokers42%Henderson Insurance Brokers42%
2Bruce Stevenson Risk Management17%Bruce Stevenson Insurance Brokers42%
3Swinton Insurance Edinburgh17%BlueRock Insurance Brokers25%
4Howden Insurance Brokers17%Bruce Stevenson Risk Management17%
5Mactavish17%Swinton Insurance Edinburgh17%

Named here? Put it on your site

Every business in the ranking was named in two or more answers. The badge says that and nothing more: no position, because the ranges above do not support one. It links back to this page, so anyone can check.

Correct or remove a listing
Named by AI assistants: Insurance brokers in Edinburgh, AIGROW AI Visibility Index, September 2026
<a href="https://aigrow.gg/index/insurance-brokers/edinburgh"><img src="https://aigrow.gg/badges/index/2026-09/insurance-brokers/edinburgh.svg" width="312" height="100" alt="Named by AI assistants: Insurance brokers in Edinburgh, AIGROW AI Visibility Index, September 2026"></a>

The questions

Asked word for word, three times each, to every assistant through its API. The prompt is the one the free scan uses. No web search, no location and no chat history, so every answer starts from the same place.

  1. 1Who is the best insurance broker in Edinburgh?
  2. 2I need insurance for my small business in Edinburgh. Which broker would you recommend?
  3. 3Which insurance agency in Edinburgh can find me cheaper home and car insurance?
  4. 4Which independent insurance broker in Edinburgh would you recommend to a family?

How to read this page

The full method
What it measures
Which names these models produce when asked cold, from what they learned in training. It is not a review, a rating or our recommendation, and a business missing here may simply be one the models were never shown.
Why the ranges matter
24 answers is a sample. Asked again next month, most shares will move by a few points; the ranges say how far they could move by chance alone.
One business, several spellings
Branches, legal suffixes and spellings of one business are merged, and the other spellings are printed under its name. Names that might be two businesses are kept apart.
A name is wrong
If a business here is closed, misnamed or yours and you want it removed, tell us. We correct or remove it when the page is next published.

Elsewhere in the Index

Insurance brokers elsewhere
BirminghamBristolGlasgowLeedsLondonManchester
Also in Edinburgh
DentistsLawyersAccountantsPlumbersGymsReal estate agencies

Is your business on this list?

The free scan asks the same assistants the questions your customers ask, scores whether they name you, and lists who they name instead.

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Edition September 2026 · data under CC BY 4.0