Who does AI recommend for Car insurance in the UK?
88 AI answers to 22 customer questions in ChatGPT, Gemini, Google AI Mode and AI Overviews.
First measurement · 9 Nov 2026 · weekly from 16 Nov
MoneySuperMarket and Admiral are tied at the top.
The ranking
- 1MoneySuperMarket51%
- 2Admiraltied49%
- 3LV=tied40%
- 4Avivatied39%
- 5Compare the Markettied37%
- 6Hastings Directtied34%
- 7Confused.comtied34%
- 8Direct Linetied31%
- 9GoComparetied24%
- 10Sagatied22%
- 11Churchilltied20%
- 12AXAtied9%
- 13esuretied7%
- 14By Milestied5%
- 15Tesco Banktied3%
Dot = measured share, bar = 95% range. Effective sample: n = 45.
Every AI has its own favourite
Same questions, four AIs: how often each one names the brands. Highlighted: each AI's favourite.
| Brand | ChatGPT | Gemini | AI Mode | AI Overviews |
|---|---|---|---|---|
| MoneySuperMarket | 50% | 45% | 55% | 55% |
| Admiral | 41% | 50% | 55% | 45% |
| LV= | 32% | 41% | 36% | 45% |
| Aviva | 50% | 23% | 36% | 41% |
| Compare the Market | 41% | 41% | 36% | 27% |
| Hastings Direct | 32% | 27% | 45% | 36% |
| Confused.com | 45% | 36% | 27% | 27% |
| Direct Line | 32% | 32% | 36% | 27% |
| GoCompare | 32% | 9% | 27% | 27% |
| Saga | 32% | 18% | 23% | 14% |
| Churchill | 23% | 5% | 32% | 18% |
| AXA | 14% | 5% | 9% | 9% |
| esure | 14% | 5% | 9% | 5% |
| By Miles | 5% | 5% | 5% | 5% |
| Tesco Bank | – | – | 9% | 5% |
Each AI gives about a quarter of the answers: differences below roughly 20 points may be chance.
All 22 questions and who AI names
Search a question or pick a brand: where is it named, where is it missing?
22 of 22 questions
Who is the best car insurance provider in the UK?
- Aviva4/4
- Direct Line4/4
- LV=4/4
- Saga4/4
- Admiral3/4
- Compare the Market3/4
- Confused.com3/4
- MoneySuperMarket3/4
- Churchill2/4
- Hastings Direct2/4
- AXA1/4
Which car insurance is cheapest for a family car?
- Admiral4/4
- Compare the Market4/4
- Hastings Direct4/4
- MoneySuperMarket4/4
- Aviva3/4
- LV=3/4
- Confused.com2/4
- Direct Line2/4
- GoCompare2/4
- Churchill1/4
- Tesco Bank1/4
Which comparison site finds the cheapest car insurance?
- Compare the Market4/4
- MoneySuperMarket4/4
- Confused.com3/4
- GoCompare3/4
- Direct Line2/4
- Churchill1/4
Is it cheaper to buy car insurance directly or through a comparison site?
- Direct Line4/4
- Compare the Market3/4
- MoneySuperMarket3/4
- GoCompare2/4
- Aviva1/4
- Confused.com1/4
- Saga1/4
Which insurer is best for comprehensive car cover?
- Aviva4/4
- LV=4/4
- MoneySuperMarket3/4
- Admiral2/4
- Compare the Market2/4
- Confused.com2/4
- Saga2/4
- Direct Line1/4
- GoCompare1/4
- Tesco Bank1/4
Which car insurer has the best claims service?
- LV=4/4
- Aviva3/4
- Saga3/4
- AXA1/4
- Direct Line1/4
- esure1/4
Which insurers offer multi-car discounts?
- Admiral4/4
- Aviva4/4
- Direct Line4/4
- LV=4/4
- Churchill3/4
- Hastings Direct3/4
- AXA2/4
- esure2/4
- MoneySuperMarket1/4
Which car insurance is best value in the UK?
- Admiral4/4
- Aviva4/4
- Confused.com4/4
- MoneySuperMarket4/4
- Compare the Market3/4
- Direct Line3/4
- LV=3/4
- Saga3/4
- GoCompare2/4
- Churchill1/4
- Hastings Direct1/4
Number = answers naming the brand out of all answers to this question. There are few per question: a direction, not a ranking.
The pages AI cites most
- moneysupermarket.comin 35 of 88 answers
- which.co.ukin 33 of 88 answers
- moneysavingexpert.comin 27 of 88 answers
- gocompare.comin 23 of 88 answers
- confused.comin 17 of 88 answers
- comparethemarket.comin 16 of 88 answers
- uswitch.comin 13 of 88 answers
- reddit.comin 12 of 88 answers
Share of answers with sources that cite the page.
A real answer
Which car insurance is cheapest for a family car?
Named, in this order:
1. Admiral 2. Direct Line 3. Aviva 4. LV= 5. Hastings Direct 6. Compare the Market 7. Confused.com 8. MoneySuperMarket
Who is the best car insurance provider in the UK?
Named, in this order:
1. Aviva 2. LV= 3. Admiral 4. Hastings Direct 5. Churchill 6. Compare the Market 7. Confused.com 8. Saga
Who is the best car insurance provider in the UK?
Named, in this order:
1. Aviva 2. Saga 3. LV= 4. Direct Line 5. AXA 6. Churchill 7. MoneySuperMarket 8. Compare the Market
Who is the best car insurance provider in the UK?
Named, in this order:
1. LV= 2. Aviva 3. Saga 4. Admiral 5. Direct Line 6. Hastings Direct 7. MoneySuperMarket 8. Confused.com
How strong is the leader in other industries?
Share of answers naming each industry's leader.
- CRM softwareHubSpot99%
- Mobile plansThree89%
- Accounting & taxQuickBooks79%
- EnergyOctopus Energy76%
- NeobanksStarling Bank69%
- Online brokersTrading 21261%
- Fashion onlineASOS58%
- E-bikesSpecialized53%
- Car insuranceMoneySuperMarket51%
- Travel bookingBooking.com29%
Is your brand in it, or missing?
Measure what AI says about you: 50 questions of your own, four engines, free for good.
Data wrong or a brand missing? Write to us: hello@kennt.aiHow we measure
Per industry, 50 questions the way customers ask them, without brand names. Each question goes to ChatGPT, Gemini, Google AI Mode and AI Overviews every three days, logged out, from the country measured, in its language.
Visibility = share of answers that name a brand. Answers to the same question are related; the 95% range accounts for that.
"Tied" means two brands' ranges overlap, so the difference may be chance. We only show a change from last week when the ranges don't overlap.
Full methodology