Copilot cut

Leading Insurance Brands in AI Search

The same monthly sample, re-ranked using only Copilot answers.

August 2026 edition

Across the six months through August 2026, Medibank Private leads AI search visibility in Insurance on Copilot with a Goodie visibility score of 85.0, ahead of Liberty Specialty Markets (83.7) and Acko General Insurance (83.2). The median score across the 10 ranked brands is 79.9. The most-cited source grounding these answers is productreview.com.au at 3.6% of all citations, while brand-owned pages account for just 15.2%.

5k prompts · 1.7m AI answers · 7.7m citations · Goodie AI Visibility Index

Industry Benchmarks

August 2026 · Insurance · Copilot
What good looks like in this category. Read a brand's own score against these before looking at who is winning.
Median visibility score
79.9
Half of the 10 ranked insurance brands score below this. The midpoint, not the average, so a few dominant brands do not distort it.
Index-wide median is 74.2
Score to enter the top 10
—
Fewer than ten brands are ranked in this category, so there is no top-ten bar to report yet.
Brands named per answer
5.2
A typical answer names five brands, so the consideration set is narrow and a mention is hard-won.
Index-wide average is 6.5
Citation mix
  • Editorial 2%
  • Reference 10%
  • Other 88%
Other leads the third-party sources grounding insurance answers. Brand-owned citations sit in the next cell and are not counted here.
Brand-owned citation share
15.2%
Owned content is weak here: third-party sources decide most of these answers.
Index-wide average is 24.2%
Industry sentiment
85/100
Mean tone of mentions across all ranked brands. Per-brand sentiment sits on each brand profile.
Prompts sampled
5k
Real buyer phrasing, 4 models
AI answers analysed
1.7m
205k in August · ▲ 0.5% vs July
Citations parsed
7.7m
1m in August · ▼ 1.3% vs July
Brands observed
765
10 ranked here · 755 unranked

Brand Visibility Leaderboard

All models AI Mode ChatGPT Copilot Perplexity
Brand visibility leaderboard for Insurance, ranked by six-month average AI visibility score
#BrandVisibility scoreShare of voiceModelsΔ vs last monthSentimentTop cited source
01Medibank Private
85.0
10.7%Copilot—87aia.com.au
02Liberty Specialty Markets
83.7
10.5%Copilot—87libertyspecialtymarkets.com.au
03Acko General Insurance
83.2
10.5%Copilot—87angelone.in
04HCF
82.4
10.3%Copilot▼ 2.986aia.com.au
05Budget Direct
82.3
10.3%Copilot—86finder.com.au
06AIA Australia Limited
77.5
9.7%Copilot▼ 3.284comparingexpert.com.au
07NRMA Insurance
77.3
9.7%Copilot—84budgetdirect.com.au
08Prudential BSN Takaful Berhad
77.1
9.7%Copilot—84globalgrowthinsights.com
09Bingle
75.2
9.4%Copilot—83australiavoice.org
10MetLife
72.7
9.1%Copilot▼ 0.681news.ambest.com
10 ranked · visibility is a six-month averageTop source = most frequent source in answers mentioning the brand · Δ compares Aug with Jul

Most-Cited Domains

The answer supply chain
Most-cited domains in AI answers for Insurance
#DomainCitation shareΔ vs last month
01productreview.com.au
3.6%
—
02ambest.com
3.4%
·
03canstar.com.au
2.9%
▲ 3.6
04morningstar.com
2.7%
—
05privatehealth.gov.au
2.7%
—
06finder.com.au
2.1%
▲ 0.9
07insurancebusinessmag.com
2.1%
—
08aia.com.au
1.9%
—
09imarcgroup.com
1.8%
—
10budgetdirect.com.au
1.5%
—
Top 10 of 1k domains observedΔ compares Aug with Jul, in percentage points

Prompts, Topics & Movers

What's driving this month's answers

Top prompts

Top prompts sampled for Insurance, with distinct brands named and sources cited
#PromptBrandsSources
01Takaful insurance providers popular in the region2122
02Which insurance companies settle claims fastest?3219
03Life insurance providers with strong financial ratings2318
04Health insurance providers with smooth claims experience1717
05Auto insurance companies trusted by drivers2813
Top 5 of 5k sampledDistinct brands named & sources cited

Biggest movers

Aug vs Jul
Rising

No rising brands this month.

Falling
AIA Australia Limitedscore 77.5
▼ 3.2
HCFscore 82.4
▼ 2.9
MetLifescore 72.7
▼ 0.6
3 ranked brands scored in both Jul and AugIndustry avg ±2.2/mo

Global Search Demand

Where this industry's questions originate
216,533 searches sampled
Tracked markets for Insurance, by sampled search volume
#CountrySearch volume
01United States92K
02Japan81K
03United Kingdom18K
04Canada7K
05Australia6K
06Germany4K
07Saudi Arabia3K
08United Arab Emirates1K
09Egypt1K
10Italy1K
11France1K
12Singapore811
12 tracked markets
This edition

What Changed This Month

Medibank Private leads Insurance this edition with a visibility score of 85.0, ahead of Liberty Specialty Markets at 83.7.

productreview.com.au is the most-cited source grounding insurance answers, at roughly 3.6% of citations. Brand-owned pages account for 15.2% — the rest of the answer supply chain runs through third-party sources.

The median visibility score across ranked insurance brands is 79.9, and a score above 56.5 reaches the industry top ten.

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What you get
  • Visibility score
  • Industry rank
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  • Model and source gaps
Our Methodology

Our Approach to Gathering AI Visibility Data

We process millions of real prompts across AI Mode, ChatGPT, Copilot and Perplexity, then track which brands, products, and domains show up in the answers. That's the raw data behind every score in the Index.

Real Intent Capture

This data results from processing millions of real user prompts. We use advanced semantic and agentic processing to categorize them and define intent, filtering out noise to focus on high-value queries.

Global Model Interrogation

We execute these prompts across different models, including GPT, Perplexity, AI Mode, and more, and across different regions. This allows us to map model understand exactly "how they think" in each market.

Attribution Mapping

We analyze the generated answers to capture the "Kingmaker" domains; the specific sources the models cite giving you a causal link between source authority and brand visibility.

Read the full methodology → Read the full methodology →
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FAQ · Insurance

Questions?
We Have
the Answers.

Medibank Private currently leads AI search visibility in insurance with a Goodie visibility score of 85.0, measured across the tracked AI models.

productreview.com.au is the most-cited source in insurance AI answers, grounding roughly 3.6% of citations in this industry.

The median score among ranked insurance brands is 79.9. A score above 56.5 places a brand in the industry top ten.

Each edition samples the same tracked prompt set across the models Goodie follows, then ranks brands by how often they are named in those answers.

Monthly. Each edition re-samples the tracked prompt set so month-over-month figures are directly comparable.