People are starting to ask ChatGPT, Gemini, Perplexity or Claude which insurer to use, rather than scrolling through ten links. If the answer names a competitor, or just sends them to a price comparison site, the quote goes elsewhere.
Talk through how AI answers could recommend you, not a rival
Book a call- 30 minutes
- No obligation
- With a senior strategist
Is AI Search right for your business?
This service is built for
- Insurers, brokers and MGAs that sell direct and already invest in SEO or PPC
- Marketing leads who want to know what AI assistants tell customers about their cover
- Businesses with a quote journey or sales team ready for the customers who follow
Probably not the right first step
- Businesses early in their marketing, with no SEO or PPC programme in place yet
- Brands not yet competing on page one for their core products
- Businesses outside insurance
Our AI Search programme makes your products, policy details and expertise easy for an assistant to find, read and repeat, so that when someone asks which insurer to use for their van, their rental property or their building business, yours reads as a clear, trustworthy answer. Three things make it worth doing now. AI answers now sit above the ten links on many searches, so a customer can be handed a shortlist before they see a single result. An assistant can answer an insurance question by pointing straight to price comparison sites, which hands the sale, and its fee, to an aggregator. And the SEO you have already paid for does not, on its own, decide whether an assistant names you.
Assistants work from what they can read. Clear product pages, plain-English cover and exclusion details, policy information they can parse, a claims process explained in steps, and independent reviews are the raw material. When that material is thin, buried in PDFs or contradicted elsewhere, there is less for an assistant to cite, and the answer is more likely to name someone else.
If you are still early, a basic SEO or PPC programme is often a better first step. This work builds on product pages that already compete, and if yours do not yet, we will say so plainly rather than steer you into work you are not ready for. If you already compete on page one and want to stay visible as search changes, this is for you.
Either way, the call is the place to start: 30 minutes with a senior strategist on how customers find you today, where quotes are being lost and what we would do first.
How our AI Search programme works
AI visibility audit
We benchmark where you appear today when a customer asks ChatGPT, Gemini, Perplexity or Claude about the cover you sell, the trades or needs you insure and your brand by name, and who is recommended instead: competitors, direct brands or price comparison sites.
We write the questions with you, in the words your customers use, such as which insurer to use for public liability as a builder, or the best pet insurance for an older dog. Every answer is recorded side by side with the brands and sites it names, so the starting point is a record rather than an impression. A senior strategist reviews it, and every later check puts the same questions to the same four assistants.
Answer-first product content
We rewrite and restructure your key product and trade pages so each one answers the question a customer actually asks in its first lines, in plain English: who the cover is for, what it includes, what it excludes and how to claim.
You see which pages we are changing and why before any of it goes live, and every page goes to your compliance team written to the FCA's financial promotion rules and Consumer Duty, ready for sign-off. Progress is measured page by page, against the questions that named a competitor, an aggregator or nobody, so you can watch that list shorten rather than take a word count on trust.
Structured product and policy information
We make the facts an assistant needs easy to find and cite: structured data for your business, products and reviews, clear web versions of your key policy details and Insurance Product Information Documents, and a claims page that explains the process in plain steps.
Much of what sets a policy apart sits in PDFs, which are harder to read and quote than a clear web page. We fix that alongside the technical basics: duplicate pages, pages reachable at more than one address, and product pages that nothing links to. We work with your developers, and each fix is checked against a fresh crawl, so it only counts once the site itself shows it.
Authority signals
We strengthen the evidence of your expertise beyond your own website: reviews on Trustpilot or Feefo, coverage in insurance trade press, mentions from trade bodies and the industries you insure, and named underwriters, claims and product experts on your own pages.
We start with the gaps that are easiest to close: review profiles that are out of date, experts with no page of their own, and products that nobody outside your site describes. Progress is measured by the same test the audit used: whether the assistants name you when they are asked the same customer questions again.
Monitoring and improvement
We put the same customer questions to the assistants again on a schedule, track where you are named and which quotes follow, and adjust the plan towards what is producing policies.
You see the before and after in the same format as the audit, question by question, with the brands and sites named each time. The update is weekly and written for your leadership team: what we did, why, and what it produced in quotes and policies rather than mentions. Visits from AI assistants are read from your own Analytics, because a mention that never becomes a quote is not an outcome we count.
Outcomes you can expect
Our goal is simple: more quotes and policies from AI-driven search. Every outcome below is tied to something you can check for yourself: what the four assistants answer, which quotes arrive, and how both have moved when the same questions are asked again.
More mentions of your brand in AI answers for the cover you sell.
You can check this yourself. We record what each of the four assistants says today, question by question, and put the same questions again on a schedule, so the before and after sit side by side in the same format.
Better-fit quotes, because your pages answer the exact questions customers ask.
Each page answers one customer question in plain English, so the people who arrive have already read what the cover includes. Your own Analytics shows which pages they came through and which quotes followed, and that is the measure we work to.
Fewer answers that send your customers straight to a price comparison site.
Where an assistant points to aggregators today, we build the pages and evidence that give it a direct answer to cite instead. The monitoring shows how often the answer changes, on the same questions, over time.
Protection for your existing SEO investment as more searches start with an AI answer.
The same pages, structure and evidence that earn a place on page one are what this work builds on, so nothing you have paid for is thrown away, and you can see organic search and AI answers move side by side.
Written to the FCA's financial promotion rules and Consumer Duty from the first draft, ready for your compliance sign-off.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesQuestions insurers ask about AI Search
How do you know whether an assistant names us today?
We ask. We put the questions your customers ask to ChatGPT, Gemini, Perplexity and Claude, record who each one names, and show you the answers side by side. That record is the baseline.
Is AI search replacing SEO?
No, it sits alongside it. Ranking on Google and being named by an assistant are different results, but most of the work helps both: clear product pages, good structure and visible expertise.
Why do assistants send people to price comparison sites?
Nobody outside the AI companies knows exactly how an assistant chooses. What we can control is whether your products, policy details and reviews are clear enough to cite, and we measure what changes.
How long until an assistant recommends us?
Nobody can promise a date, and we do not. It depends on where you start and how far behind the named brands you are. We put the same questions on a schedule, so you see what moves.
How does this fit with our compliance process?
Every page is written to the FCA's financial promotion rules and Consumer Duty from the first draft and goes to your compliance team for sign-off. Plain-English cover details also help customers understand what they buy.
