Insurance questions put AI assistants in the seat of a broker: which policy to choose, what a contract really covers, how to cancel it, where to complain. To answer, the models combine price comparison sites, supervisory authorities, public health and consumer portals, insurers’ own guides and customer reviews. Visibility in this industry therefore depends on two things at once: being trusted and being easy to compare.
yago.be
TrustpilotBiggest movers in October 2026
Fewer than 1'000 answers in September 2026 or October 2026 here: a month-over-month change would not be reliable, so none is shown.
Most cited domains in AI answers, Insurance
None of the 10 most cited domains in Insurance (yago.be, fsma.be, axa.be...) appears among the 50 most cited domains of the whole panel.
How to read it: each bar is a domain; its length is its number of citations per 100 answers over the selected period and filters.
Domains ranked by citations per 100 answers, all periods combined.
| Rank | Rank change | Domain | Citations | per 100 answers | Share of citations | 12 months |
|---|---|---|---|---|---|---|
| 1 | No comparison | yago.be | 385 | 12.42 | 3.02% | 24.06 in Oct 2026. |
| 2 | No comparison |  fsma.be | 183 | 5.90 | 1.43% | 11.44 in Oct 2026. |
| 3 | No comparison | axa.be | 169 | 5.45 | 1.32% | 10.56 in Oct 2026. |
| 4 | No comparison | dap.be | 154 | 4.97 | 1.21% | 9.62 in Oct 2026. |
| 5 | No comparison |  bupa.co.uk | 147 | 4.74 | 1.15% | Trend: 8.76 in Aug 2026, 2.88 in Oct 2026, high 9.17. |
| 6 | No comparison | van-ingelgem.be | 145 | 4.68 | 1.14% | 9.06 in Oct 2026. |
| 7 | No comparison | claver-insurance.be | 140 | 4.52 | 1.10% | 8.75 in Oct 2026. |
| 8 | No comparison |  finma.ch | 131 | 4.23 | 1.03% | Trend: 5.33 in Jul 2026, 5.17 in Sep 2026, high 15.24. |
| 9 | No comparison |  bag.admin.ch | 125 | 4.03 | 0.98% | Trend: 3.73 in Jul 2026, 3.75 in Oct 2026, high 8.50. |
| 10 | No comparison |  lelynx.fr | 110 | 3.55 | 0.86% | 29.33 in Jul 2026. |
| 11 | No comparison | soyermamet.be | 107 | 3.45 | 0.84% | 6.69 in Oct 2026. |
| 12 | No comparison |  groupemutuel.ch | 94 | 3.03 | 0.74% | Trend: 6.33 in Sep 2026, 3.50 in Oct 2026, high 6.33. |
| 13 | No comparison |  comparis.ch | 91 | 2.94 | 0.71% | Trend: 4.53 in Jul 2026, 4.67 in Sep 2026, high 8.76. |
| 14 | No comparison |  wecovr.com | 91 | 2.94 | 0.71% | Trend: 2.67 in Aug 2026, 3.06 in Oct 2026, high 4.67. |
| 15 | No comparison |  callmepower.be | 87 | 2.81 | 0.68% | 5.44 in Oct 2026. |
| 16 | No comparison | switchr.be | 85 | 2.74 | 0.67% | 5.31 in Oct 2026. |
| 17 | No comparison | ag.be | 84 | 2.71 | 0.66% | 5.25 in Oct 2026. |
| 18 | No comparison |  aviva.co.uk | 84 | 2.71 | 0.66% | Trend: 6.29 in Aug 2026, 8.50 in Sep 2026, high 8.50. |
| 19 | No comparison |  bnpparibasfortis.be | 83 | 2.68 | 0.65% | 5.19 in Oct 2026. |
| 20 | No comparison |  lesfurets.com | 81 | 2.61 | 0.63% | 21.60 in Jul 2026. |
Rankings are rebuilt from monthly rankings: the counts at the end of a list can be minimums. Industry: the business of the analyzed website, classified by Sorank. Data since July 2026. Rank change: rank in the October 2026 monthly list against September 2026 (new: absent from the September 2026 list). A dash: fewer than 1'000 answers in one of the two months in this scope, or absent from the October 2026 list. 12 months: monthly rate per 100 answers; gaps when the domain is out of the monthly list, hollow points for months under 1'000 answers.
Most cited platforms in AI answers, Insurance
Trustpilot is the platform AI cites most in Insurance (1.78 per 100 answers), though less than across all sectors over the same months (1.87).
How to read it: each bar is one of the tracked platforms; its length is its number of citations per 100 answers over the selected period.
| Rank | Rank change | Platform | per 100 answers | 12 months |
|---|---|---|---|---|
| 1 | No comparison | Trustpilot | 1.78 | Trend: 4.53 in Jul 2026, 1.19 in Oct 2026, high 4.53. |
| 2 | No comparison |  YouTube | 0.32 | Trend: 2.40 in Jul 2026, 0.00 in Oct 2026, high 2.40. |
| 3 | No comparison |  Microsoft | 0.13 | Trend: 0.00 in Jul 2026, 0.06 in Oct 2026, high 0.38. |
| 4 | No comparison |  Wikipedia | 0.13 | Trend: 0.53 in Jul 2026, 0.12 in Oct 2026, high 0.53. |
| 5 | No comparison |  Apple | 0.09 | Trend: 0.00 in Jul 2026, 0.06 in Oct 2026, high 0.33. |
| 6 | No comparison |  Facebook | 0.07 | Trend: 0.27 in Jul 2026, 0.00 in Oct 2026, high 0.27. |
| 7 | No comparison |  LinkedIn | 0.03 | Trend: 0.00 in Jul 2026, 0.00 in Oct 2026, high 0.17. |
| 8 | No comparison |  Indeed | 0.03 | Trend: 0.27 in Jul 2026, 0.00 in Oct 2026, high 0.27. |
| 9 | No comparison |  Reddit | 0.03 | Trend: 0.27 in Jul 2026, 0.00 in Oct 2026, high 0.27. |
| 10 | No comparison |  Yelp | 0.03 | Trend: 0.00 in Jul 2026, 0.06 in Oct 2026, high 0.06. |
Rank change: rank among the platforms cited in October 2026 against September 2026 (new: not cited in September 2026). A dash: fewer than 1'000 answers in one of the two months in this scope, or not cited in October 2026. 12 months: monthly rate per 100 answers, hollow points for months under 1'000 answers.
AI models compared
AI assistants do not agree on the first source in Insurance: ChatGPT cites bag.admin.ch first; Gemini cites yago.be first; Perplexity cites lelynx.fr first.
How to read it: left, how the citations split between the five models; right, each model's citations per 100 answers over time.
First source of each AI model in Insurance
| Model | First source | per 100 answers | Second source |
|---|---|---|---|
 ChatGPT | bag.admin.ch | 13.11 | fsma.be |
 Gemini | yago.be | 15.00 | comparis.ch |
 Perplexity | lelynx.fr | 6.86 |  lecomparateurassurance.com |
 Claude | yago.be | 22.00 | soyermamet.be |
Which insurance questions do people ask AI?
The Insurance category groups insurers, mutual societies, brokers, comparison services and insurtechs. Questions about them follow the life of a contract, from the first quote to the claim.
- Before buying: “best private health insurance for a family”, “cheapest car insurance for a young driver”, “do I need income protection as a freelancer”.
- Understanding the cover: “does home insurance cover water damage”, “what is excluded from travel insurance”, “how does basic health insurance work in Switzerland”.
- Switching or cancelling: “how to cancel my car insurance”, “can I change health insurer in the middle of the year”.
- Disputes: “my insurer refuses to pay my claim, what can I do”, “how to contact the insurance ombudsman”.
Price and comparison questions dominate the first stage. The later stages call for rules, procedures and complaint channels, which is where official sources take over.
Comparison sites, regulators and reviews: who gets cited
Insurance is an industry where comparison sites carry real weight in AI answers. Services such as Comparis in Switzerland or LesFurets and LeLynx in France lay out offers in a format a model can summarise quickly, so they are a frequent answer to “which insurer is the cheapest”.
Official and independent sources then frame the answer:
- Supervisory authorities (FINMA, the FCA, the ACPR in France) for the status of an insurer or a broker.
- Public and consumer portals: service-public.fr for cancellation rights, MoneyHelper in the United Kingdom, the federal Priminfo calculator for Swiss basic health insurance premiums, consumer associations such as UFC-Que Choisir.
- Ombudsman services, such as the Financial Ombudsman Service, for complaints.
- Trade bodies representing brokers or health insurers, for definitions and market practice.
Insurers’ own websites are cited too, mostly those of large groups and mostly for product pages and policy guides. Review platforms, Trustpilot in particular, feed the questions about claims handling and customer service.
What insurers and brokers should take from this
An insurer competes in AI answers on two fronts. On generic questions (“best health insurance”), it has to be present in the sources the model already trusts: comparison sites, consumer media, reviews. On specific questions (“does this policy cover dental implants”), its own documentation can be the best source available, provided it is public and readable.
Many insurers still keep their terms in PDF files and their prices behind a quote form. A model cannot quote what it cannot read: a page explaining in plain text what a policy covers, excludes and costs stands a much better chance of being cited than a brochure.
For an insurer, GEO (Generative Engine Optimization, i.e. making your offers and expertise visible in the answers of generative AI) also means showing who is accountable. Insurance is regulated because a wrong choice can leave someone without cover, and models prefer content that names the registered entity, its supervisor and, for intermediaries, the registration number.
GEO checklist for insurers and brokers
- Publish a plain-text summary of each policy: what is covered, what is excluded, waiting periods, deductibles and how to make a claim, with the full terms available below.
- Check that your offers are listed and current on the main comparison sites of each market; outdated data there ends up repeated in AI answers.
- Write one guide per life event (moving house, first car, birth, retirement, going freelance) explaining which cover is needed, and cite the official rules.
- Display your registration details: legal entity, supervisory authority, intermediary number where relevant, plus the complaint and ombudsman procedure.
- Ask policyholders for a review after a claim is settled, not only after purchase, and reply to negative reviews with facts rather than templates.
- Maintain a page on cancellation and switching that matches the current law in every country where you sell, with the date of the last check.
Related industries
Sectors sharing the most domains with Insurance among their 20 most cited, then sectors with a similar number of answers.
Frequently asked questions
Can I trust ChatGPT to compare insurance policies?
Use it to understand the options, not to sign. An AI assistant can explain types of cover and list the questions to ask, but its prices and conditions may be outdated or generic. Check the final terms with the insurer, with an official comparator where one exists (such as Priminfo for Swiss basic health insurance) or with a registered broker before choosing.
Why do AI answers about insurance often cite comparison sites?
Because comparison sites present many offers side by side in a structured way, which matches the shape of a question like “which insurer is cheapest for a young driver”. A model can summarise one comparison page faster than ten insurer websites. Regulators and consumer portals are then added to explain rules, rights and complaint options.
How does an insurer get recommended by AI assistants?
By being visible in the sources AI models consult and by publishing readable documentation. That means accurate listings on comparison sites, reviews on platforms such as Trustpilot, coverage in consumer media, and product pages that explain cover and exclusions in plain text. Clear regulatory information (entity, supervisor, registration number) adds the trust signals models look for in this sector.
Which websites do AI assistants cite for Insurance businesses?
yago.be (12.42 citations per 100 answers), fsma.be (5.90) and axa.be (5.45), across 3'100 answers from ChatGPT, Claude, Gemini, Grok and Perplexity about Insurance businesses since July 2026.
Which platforms do AI assistants cite in Insurance?
Trustpilot (1.78 citations per 100 answers), YouTube (0.32) and Microsoft (0.13).
Method and sources
498'158 answers from ChatGPT, Claude, Gemini, Grok and Perplexity, from August 2025 to October 2026, to the questions Sorank asks every week to follow its clients' visibility (87% of them in French). A citation is a source domain given in an answer; the rate is the number of citations per 100 answers. Data snapshot of 2 November 2026.
Full methodology · Raw data (JSON)
How to cite this page: Sorank Data, “Websites AI cites most in Insurance (October 2026)”, sorank.com/data, data snapshot of 2 November 2026.
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