Insurance
Search
Power Rankings.
The UK’s most complete ranking of insurance brands on non-branded organic search. The generic, no-loyalty, highest-CPC demand, where the battle for customers is won or lost.
Branded searches excluded: "Aviva", "GoCompare" etc. are not counted
Brands Tracked
149+
Across 13+ categories
Total PPC Value / Mo
£7.9m
Non-branded commercial demand
AI Overview Categories
15
Google AI Overviews firing
Categories Covered
13
Seed data · full 52 available
Where do you rank?
Enter your domain. See your non-branded traffic, commercial value, and authority, then unlock your ChatGPT & Perplexity citation positions.
Brand League Table
Top 20 brands · all categories combined · non-branded search only
| # | Brand | DR | Traffic / mo | Insurance value / mo | AI cites | Score | |
|---|---|---|---|---|---|---|---|
| 1st | Compare the Market Comparison | 78 | 874k | £4.0m | 10 | 100 | keywords ▼ |
| 2nd | MoneySuperMarket Comparison | 78 | 467k | £2.0m | 8 | 54.6 | keywords ▼ |
| 3rd | Aviva★★★ Direct | 78 | 351k | £1.9m | 5 | 45.8 | keywords ▼ |
| 4th | GoCompare Comparison | 77 | 373k | £1.5m | 6 | 42 | keywords ▼ |
| 5th | Hastings Direct★★★ Direct | 57 | 215k | £672k | 3 | 20.5 | keywords ▼ |
| 6th | Admiral★★ Direct | 70 | 196k | £658k | 3 | 19.7 | keywords ▼ |
| 7th | Legal & General★★ Direct | 76 | 84k | £876k | 2 | 18.1 | keywords ▼ |
| 8th | LV=★★ Direct | 71 | 159k | £609k | 2 | 16.6 | keywords ▼ |
| 9th | AXA★★ Direct | 74 | 79k | £784k | 2 | 16.6 | keywords ▼ |
| 10th | AXA Health★★ Direct | 71 | 76k | £694k | 0 | 13.1 | keywords ▼ |
| 11th | Post Office★ Direct | 80 | 173k | £426k | 0 | 12.4 | keywords ▼ |
| 12th | 1st Central★ Direct | 34 | 127k | £433k | 0 | 10.9 | keywords ▼ |
| 13th | Direct Line for Business★ Direct | 56 | 49k | £470k | 2 | 10.8 | keywords ▼ |
| 14th | Animal Friends★ Specialist | 59 | 78k | £356k | 0 | 8.1 | keywords ▼ |
| 15th | Simply Business★ Direct | 78 | 37k | £377k | 1 | 8 | keywords ▼ |
| 16th | Elephant★ Direct | 29 | 83k | £281k | 0 | 7.1 | keywords ▼ |
| 17th | Uswitch Comparison | 79 | 41k | £212k | 2 | 6.6 | keywords ▼ |
| 18th | Allianz★ Direct | 71 | 62k | £207k | 1 | 6.2 | keywords ▼ |
| 19th | Petplan★ Specialist | 71 | 55k | £286k | 0 | 6.2 | keywords ▼ |
| 20th | Marmalade★ Specialist | 65 | 61k | £132k | 2 | 6.1 | keywords ▼ |
Where does your brand appear in ChatGPT, Perplexity & Gemini?
Your Google rankings are above. Your AI search citations are a completely different picture. Most insurers are not tracking them. The brands building this now will be significantly harder to displace in 12 months.
- +Which commercial insurance prompts cite your brand
- +Your citation share vs. named competitors
- +Where the citation gap is fastest to close
- +A prioritised LLM visibility action plan
Free AI search scorecard + ChatGPT citation report.
Data: Ahrefs UK, June 2026 · 13 categories shown, full 52-category dataset available on request · tomrileyseo.co.uk