AI Share of Voice Rankings
Averaged across all 3 queries. Sentiment reflects the most positive framing seen per provider across queries.
| # | Brand | Avg AI SoV | Gemini | Claude | ChatGPT | Perplexity |
|---|---|---|---|---|---|---|
| 1 | Aviva | 100% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 2 | Direct Line | 83% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 3 | LV= | 83% | ✓Recommended | ✓Recommended | ✓Recommended | ·Mentioned |
| 4 | MoneySuperMarket | 67% | ·Mentioned | ✓Recommended | ✓Recommended | ✓Recommended |
| 5 | AXA | 58% | ✓Recommended | ✓Recommended | —Not mentioned | ✓Recommended |
| 6 | Admiral | 50% | ✓Recommended | ✓Recommended | ✓Recommended | ·Mentioned |
| 7 | Compare the Market | 50% | ·Mentioned | ✓Recommended | ✓Recommended | —Not mentioned |
| 8 | Churchill | 17% | —Not mentioned | —Not mentioned | ✓Recommended | ·Mentioned |
✓Recommended·Mentioned⚠With caveats—Not mentioned
Queries asked to each AI model
We sent these exact questions to Gemini, Claude, ChatGPT, Perplexity — no brand context included, so responses are unbiased.
- 1“What are the best home insurance providers in the UK?”
- 2“Which home insurance company should I choose in the UK?”
- 3“Who offers the best buildings and contents insurance in the UK?”
Per-provider breakdown
How each AI model ranked brands individually.
Gemini
Recommended
AvivaDirect LineLV=AXAAdmiral
Mentioned
MoneySuperMarketCompare the Market
Claude
Recommended
AvivaDirect LineLV=MoneySuperMarketAXAAdmiralCompare the Market
ChatGPT
Recommended
AvivaDirect LineLV=MoneySuperMarketAdmiralCompare the MarketChurchill
Perplexity
Recommended
AvivaDirect LineMoneySuperMarketAXA
Mentioned
LV=AdmiralChurchill
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All months
July 2026