AI Visibility Benchmark 2025: How U.S. Insurers Rank in ChatGPT and Perplexity
Generative AI is quietly becoming the new front page of search — and it’s already reshaping how Americans discover insurance brands.
As part of our ongoing AI Visibility Benchmark series, we expanded our dataset to analyze how the top U.S. general insurance companies appear inside AI-generated answers from ChatGPT and Perplexity.
The findings highlight a fast-emerging competitive frontier — where brand discoverability depends less on traditional SEO and more on how AI systems “see” and cite your brand.
🔍 Benchmark Scope
We analyzed 373 real-world insurance-related queries across two major LLM platforms:
ChatGPT (OpenAI)
Perplexity AI
Each query was designed to reflect how real consumers ask for insurance advice — ranging from informational prompts (“What are the top car insurance companies in the USA?”) to transactional ones (“Best home insurance provider for military families”).
We then tracked which brands were cited, linked, or referenced most frequently in AI-generated responses.
🧭 Methodology Summary
Queries Tested: 373
Platforms: ChatGPT, Perplexity
Period: October 2025
Metric: AI Visibility Score — based on brand citations, mentions, and unique linking pages across both platforms.
Scoring Model:
AI Visibility (40%)
Domain Synthesis Quality (20%)
Prediction Coverage (40%)
(See full methodology in the LLMClicks Benchmark Framework.)
🏆 Competitive Position — Who’s Winning in AI Visibility?
Across all tested queries, here’s how leading U.S. insurers ranked for AI visibility:
| Rank | Brand | AI Visibility Mentions |
|---|---|---|
| 🥇 | State Farm | 40% |
| 🥈 | Allstate | 40% |
| 🥉 | Progressive | 36% |
| 4️⃣ | USAA | 36% |
| 5️⃣ | Nationwide | 34% |
| 6️⃣ | GEICO | 15% |
State Farm emerged as the most cited and referenced insurer across AI platforms — appearing in nearly half of all tested AI-generated answers.
Allstate and Progressive followed closely, while GEICO showed relatively low AI visibility despite strong overall brand recall.
📈 GEICO Case Example: Executive Summary Snapshot
To illustrate the structure of our benchmark reports, here’s a summary from GEICO’s AI Visibility Report (28 Oct 2025):
AI Visibility Score: 15/100
Market Share (vs Top 5): 5.9%
Missed Opportunities: 289 queries
Links/Citations Found: 391 (43 unique pages)
Citation Quality: 100/100 (high authority sources such as NerdWallet and AutoInsurance.com)
Platform Performance:
ChatGPT — 44% visibility
Perplexity — 100% visibility (coverage consistency)
- Potential Revenue Opportunity: ~$57,800/month in missed query coverage
“AI visibility is no longer just about being searched — it’s about being referenced.”
— LLMClicks Research Team
🧠 Intent & Opportunity Breakdown
Across the dataset, 37% of GEICO’s AI visibility came from informational queries (e.g., learning and research).
However, there was almost 0% visibility in transactional queries — the type most closely linked to revenue opportunities.
With 289 high-priority missed queries, our model estimated a potential monthly revenue lift of $57,800 if those gaps were filled through optimized content and improved AI citation coverage.
⚙️ Priority Actions Identified
Our benchmark engine highlights specific high-impact actions for each brand:
1. Capture 289 Missed Queries
Competing brands are cited in places where GEICO is absent.
2. Optimize for Transactional Intents
Current AI visibility skews informational — low conversion potential.
3. Increase Overall AI Visibility Score
Current score: 15/100 — significant improvement room across GPT and Perplexity.
📊 Why AI Visibility Matters More Than Ever
Traditional SEO tells you how often users find you.
AI Visibility tells you whether AI systems even recognize you as part of the conversation.
In an era where consumers increasingly ask ChatGPT, “Who’s the best car insurer for me?” — the answer they see first may never involve a search engine.
AI-driven discoverability will soon determine:
Brand trust in conversational AI responses
Inclusion in AI-curated comparisons and recommendations
AI-driven click-through traffic via citation links
💡 Key Takeaway
The AI search era is no longer theoretical — it’s already influencing how consumers evaluate brands.
For U.S. insurers, AI visibility is emerging as the new competitive metric — one that predicts not just how well you rank, but whether you’re even part of the AI-generated conversation.
🔗 Explore the Full Benchmark
View the complete U.S. General Insurance AI Visibility Benchmark 2025 contact us on sales@llmclicks.ai
Or request your Private Brand Audit to see how your company ranks across ChatGPT, Perplexity, Claude, and Google SGE.
🧾 Disclaimer
The AI Visibility Benchmark reflects independent analysis by LLMClicks.ai based on AI-generated responses and publicly available data. It does not represent company performance, endorsements, or customer satisfaction metrics. All brand names and trademarks belong to their respective owners.