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 | LV= | 100% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 2 | Direct Line | 92% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 3 | Aviva | 92% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 4 | Admiral | 75% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 5 | Compare the Market | 58% | ·Mentioned | ·Mentioned | ·Mentioned | —Not mentioned |
| 6 | MoneySuperMarket | 58% | ⚠With caveats | ·Mentioned | ·Mentioned | —Not mentioned |
| 7 | AXA | 25% | —Not mentioned | —Not mentioned | ✓Recommended | ✓Recommended |
| 8 | Churchill | 25% | —Not mentioned | ✓Recommended | ✓Recommended | —Not 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
LV=Direct LineAvivaAdmiral
Mentioned
Compare the Market
Claude
Recommended
LV=Direct LineAvivaAdmiralChurchill
Mentioned
Compare the MarketMoneySuperMarket
ChatGPT
Recommended
LV=Direct LineAvivaAdmiralAXAChurchill
Mentioned
Compare the MarketMoneySuperMarket
Perplexity
Recommended
LV=Direct LineAvivaAdmiralAXA
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All months
September 2026