Insurance brokers in London that AI assistants recommend

Name: AI assistant recommendations: Insurance brokers in London, November 2026
Creator: AIGROW
License: https://creativecommons.org/licenses/by/4.0/

Howden is named most, in 58% of 36 answers.

The ranking

AI Recommendation Rate

1Howden58%
95%: 42 to 73%
ChatGPT
83%
Claude
50%
Gemini
42%
Questions
4 of 4
Avg. position
1.6
Named in answers to
- Who is the best insurance broker in London?, from ChatGPT, Claude and Gemini
- I need insurance for my small business in London. Which broker would you recommend?, from ChatGPT
- Which insurance agency in London can find me cheaper home and car insurance?, from ChatGPT
- Which independent insurance broker in London would you recommend to a family?, from ChatGPT, Claude and Gemini
Also written Howden Insurance Brokers, Howden Insurance
Is this your business?
2A-Plan Insurance33%
95%: 20 to 50%
ChatGPT
67%
Claude
33%
Gemini
0%
Questions
3 of 4
Avg. position
2.4
Named in answers to
- Who is the best insurance broker in London?, from ChatGPT and Claude
- Which insurance agency in London can find me cheaper home and car insurance?, from ChatGPT
- Which independent insurance broker in London would you recommend to a family?, from ChatGPT and Claude
Is this your business?
3Simply Business25%
95%: 14 to 41%
ChatGPT
25%
Claude
25%
Gemini
25%
Questions
1 of 4
Avg. position
1.6
Named in answers to
- I need insurance for my small business in London. Which broker would you recommend?, from ChatGPT, Claude and Gemini
Is this your business?
4Hiscox25%
95%: 14 to 41%
ChatGPT
25%
Claude
25%
Gemini
25%
Questions
1 of 4
Avg. position
1.8
Named in answers to
- I need insurance for my small business in London. Which broker would you recommend?, from ChatGPT, Claude and Gemini
Is this your business?
5Gallagher25%
95%: 14 to 41%
ChatGPT
17%
Claude
33%
Gemini
25%
Questions
2 of 4
Avg. position
4.1
Named in answers to
- Who is the best insurance broker in London?, from ChatGPT, Claude and Gemini
- I need insurance for my small business in London. Which broker would you recommend?, from ChatGPT and Claude
Also written Arthur J. Gallagher
Is this your business?
6Compare the Market17%
95%: 8 to 32%
ChatGPT
0%
Claude
25%
Gemini
25%
Questions
1 of 4
Avg. position
1
Named in answers to
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude and Gemini
Is this your business?
7MoneySuperMarket17%
95%: 8 to 32%
ChatGPT
0%
Claude
25%
Gemini
25%
Questions
1 of 4
Avg. position
2.3
Named in answers to
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude and Gemini
Is this your business?
8Towergate Insurance17%
95%: 8 to 32%
ChatGPT
8%
Claude
8%
Gemini
33%
Questions
3 of 4
Avg. position
4
Named in answers to
- Who is the best insurance broker in London?, from Gemini
- I need insurance for my small business in London. Which broker would you recommend?, from ChatGPT, Claude and Gemini
- Which independent insurance broker in London would you recommend to a family?, from Gemini
Is this your business?
9Alan Boswell Group14%
95%: 6 to 29%
ChatGPT
17%
Claude
0%
Gemini
25%
Questions
1 of 4
Avg. position
1.8
Named in answers to
- Which independent insurance broker in London would you recommend to a family?, from ChatGPT and Gemini
Is this your business?
10Confused.com14%
95%: 6 to 29%
ChatGPT
0%
Claude
25%
Gemini
17%
Questions
1 of 4
Avg. position
2.6
Named in answers to
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude and Gemini
Is this your business?
11Marsh14%
95%: 6 to 29%
ChatGPT
25%
Claude
8%
Gemini
8%
Questions
1 of 4
Avg. position
2.6
Named in answers to
- Who is the best insurance broker in London?, from ChatGPT, Claude and Gemini
Also written Marsh Ltd, Marsh UK
Is this your business?
12Aon14%
95%: 6 to 29%
ChatGPT
17%
Claude
25%
Gemini
0%
Questions
1 of 4
Avg. position
3
Named in answers to
- Who is the best insurance broker in London?, from ChatGPT and Claude
Also written Aon UK
Is this your business?
13GoCompare14%
95%: 6 to 29%
ChatGPT
0%
Claude
25%
Gemini
17%
Questions
1 of 4
Avg. position
3.8
Named in answers to
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude and Gemini
Also written Go.Compare
Is this your business?
14Lycetts14%
95%: 6 to 29%
ChatGPT
0%
Claude
42%
Gemini
0%
Questions
2 of 4
Avg. position
4.4
Named in answers to
- Who is the best insurance broker in London?, from Claude
- Which independent insurance broker in London would you recommend to a family?, from Claude
Is this your business?
15Aston Lark11%
95%: 4 to 25%
ChatGPT
0%
Claude
8%
Gemini
25%
Questions
1 of 4
Avg. position
1.8
Named in answers to
- Which independent insurance broker in London would you recommend to a family?, from Claude and Gemini
Is this your business?
16Adrian Flux11%
95%: 4 to 25%
ChatGPT
33%
Claude
0%
Gemini
0%
Questions
2 of 4
Avg. position
3
Named in answers to
- Which insurance agency in London can find me cheaper home and car insurance?, from ChatGPT
- Which independent insurance broker in London would you recommend to a family?, from ChatGPT
Is this your business?
17Superscript11%
95%: 4 to 25%
ChatGPT
8%
Claude
25%
Gemini
0%
Questions
1 of 4
Avg. position
3.3
Named in answers to
- I need insurance for my small business in London. Which broker would you recommend?, from ChatGPT and Claude
Is this your business?
18Marsh Commercial8%
95%: 3 to 22%
ChatGPT
0%
Claude
0%
Gemini
25%
Questions
2 of 4
Avg. position
2.3
Named in answers to
- Who is the best insurance broker in London?, from Gemini
- I need insurance for my small business in London. Which broker would you recommend?, from Gemini
Is this your business?
19Lockton8%
95%: 3 to 22%
ChatGPT
8%
Claude
8%
Gemini
8%
Questions
1 of 4
Avg. position
4
Named in answers to
- Who is the best insurance broker in London?, from ChatGPT, Claude and Gemini
Also written Lockton Companies LLP
Is this your business?
20AXA8%
95%: 3 to 22%
ChatGPT
0%
Claude
25%
Gemini
0%
Questions
1 of 4
Avg. position
4.3
Named in answers to
- I need insurance for my small business in London. Which broker would you recommend?, from Claude
Also written AXA UK, AXA UK Business Insurance
Is this your business?
21Markel Direct8%
95%: 3 to 22%
ChatGPT
0%
Claude
25%
Gemini
0%
Questions
1 of 4
Avg. position
5.3
Named in answers to
- I need insurance for my small business in London. Which broker would you recommend?, from Claude
Is this your business?
22Aviva8%
95%: 3 to 22%
ChatGPT
0%
Claude
25%
Gemini
0%
Questions
1 of 4
Avg. position
5.7
Named in answers to
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude
Is this your business?
23Direct Line8%
95%: 3 to 22%
ChatGPT
0%
Claude
25%
Gemini
0%
Questions
2 of 4
Avg. position
5.7
Named in answers to
- I need insurance for my small business in London. Which broker would you recommend?, from Claude
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude
Also written Direct Line for Business
Is this your business?
24Brown & Brown8%
95%: 3 to 22%
ChatGPT
0%
Claude
25%
Gemini
0%
Questions
1 of 4
Avg. position
6
Named in answers to
- Who is the best insurance broker in London?, from Claude
Also written Brown & Brown Europe
Is this your business?
25Marsh McLennan6%
95%: 2 to 18%
ChatGPT
0%
Claude
17%
Gemini
0%
Questions
1 of 4
Avg. position
2
Named in answers to
- Who is the best insurance broker in London?, from Claude
Is this your business?
26Admiral6%
95%: 2 to 18%
ChatGPT
0%
Claude
17%
Gemini
0%
Questions
1 of 4
Avg. position
6
Named in answers to
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude
Is this your business?
27Policy Expert6%
95%: 2 to 18%
ChatGPT
0%
Claude
17%
Gemini
0%
Questions
2 of 4
Avg. position
6.5
Named in answers to
- Who is the best insurance broker in London?, from Claude
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude
Is this your business?
28LV=6%
95%: 2 to 18%
ChatGPT
0%
Claude
17%
Gemini
0%
Questions
1 of 4
Avg. position
8
Named in answers to
- Which insurance agency in London can find me cheaper home and car insurance?, from Claude
Is this your business?

Open a row to see each assistant's share of its 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. 12 more names came up in a single answer and are counted above but not listed.

Insurance brokers in London: is this your field?

40different names in 36 answers, 12 of them only once. The assistants change their minds from one answer to the next.

Check whether AI names you

Is this your business?

Named on this list? Get the badge for your website and a free scan of who AI assistants recommend to your customers. Use the badge only for a business named here. It records this edition, without verifying ownership or promising future mentions.

AIGROW ScoreIs this your business? See your AIGROW ScoreHow the AIGROW Score is measured

No business can pay to appear in the Index, rise in it or be removed from it. How the Index stays neutral

AI Visibility Index · November 2026

Asked about insurance brokers in London, ChatGPT, Claude and Gemini named Howden most often, in 58% of answers (its AI Recommendation Rate), then A-Plan Insurance (33%) and Simply Business (25%). Across 36 answers they named 40 different businesses, 12 of them only once. Each of four buyer questions was asked three times, in English, in November 2026.

The AI Recommendation Rate is the fraction of the 36 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.

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

58% of answers named Howden

Answers: 36
Businesses named: 40
Named only once: 12
Named by 2+ assistants: 16 of 28
Named again on a rerun: 66%

Edition November 2026. Download the data

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.

#	ChatGPT	Claude	Gemini
1	Howden83%	Howden50%	Howden42%
2	A-Plan Insurance67%	Lycetts42%	Towergate Insurance33%
3	Adrian Flux33%	A-Plan Insurance33%	Simply Business25%
4	Simply Business25%	Gallagher33%	Hiscox25%
5	Hiscox25%	Simply Business25%	Gallagher25%

Questions about insurance brokers in London

How AI assistants recommend insurance brokers

ChatGPT, Claude and Gemini named Howden most often, in 58% of 36 answers, then A-Plan Insurance (33%) and Simply Business (25%). The names come from what the assistants answered to four buyer questions in November 2026; we have not checked that any of them is good, open or real.

On the first name, yes: each of them named Howden most often. 16 of the 28 listed businesses were named by two or more of them.

Each question was asked three times. Of the names an assistant gave for a question, 66% came back in two or more of those runs; the rest came up once. The 95% range beside each rate in the ranking shows how far it could move by chance.

Run the free checker: it asks ChatGPT, Claude, Gemini and Grok two of the Index questions for insurance brokers, with the category and the place already filled in, and shows every answer word for word. About 30 seconds, no sign-up. The page on how AI assistants recommend insurance brokers shows what an owner can work on. Nothing can guarantee that an assistant names you.

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

<a href="https://aigrow.gg/index/insurance-brokers/london"><img src="https://aigrow.gg/badges/index/2026-11/insurance-brokers/london.svg" width="312" height="100" alt="Named by AI assistants: Insurance brokers in London, AIGROW AI Visibility Index, November 2026"></a>

The questions

Asked word for word, three times each, to every assistant. 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.

1Who is the best insurance broker in London?
2I need insurance for my small business in London. Which broker would you recommend?
3Which insurance agency in London can find me cheaper home and car insurance?
4Which independent insurance broker in London 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: 36 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.

Where the assistants look

The sites read most often, with web search on, before the assistants answer about this category in the United Kingdom. From the AI Source Map: 8 answers.

See every site for this category