The UK insurer AI leaderboard
When UK consumers ask ChatGPT, Claude, Gemini or Perplexity 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.
22 insurers · Updated 2026-04-01
- #189948887880
- #283828681840
- #382848578820
- #478689080740
- #578807876780
- #676787674750
- #775807273730
Direct Line(opens in a new tab)PetTravelHome & ContentsMotorScore 75 · Vis 80 · Sen 72 · Acc 73 · Rec 73
- #874708076720
- #974708276700
- #1073787173720
- #1172777070700
- #1271756870710
- #1369746867680
- #1468726666680
- #1566657066640
- #1665617164620
- #1762606562600
- #1860635957610
- #1960635959600
- #2058566258580
- #2154565254540
- #2252545052520
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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, Gemini and Perplexity — 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, Gemini and Perplexity. We add engines as they cross a UK consumer-adoption threshold.
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 get better downstream outcomes because AI agents route quote requests through a validated, FCA-compliant pipeline — but this has no effect on the measurement itself.
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.