AI visibility for insurance brokers and insurers is whether an assistant names you when someone asks a question like “best <type> insurance for a small business in <country>”. It is decided by whether the engine can read your site and whether you are in the pages it retrieves — both are checkable, and the first is fixable from inside the site.
Four shapes of question decide AI visibility in insurance brokers and insurers: best-for, alternatives-to, cheapest, and for-a-situation. The lines below are the kind an assistant hears every day; replace the brackets with your market.
An assistant answering those questions retrieves pages and names the companies in them. For insurance brokers and insurers the pages it retrieves are usually:
A site that is not in those sources is not in the answer, however well it reads. A site that cannot be read is not in them either — and that part is checkable.
Insurance brokers and insurers sites are most often built on Next.js, WordPress, Cloudflare Workers. The checks they fail most are the ones that come with that:
What the agent does here: runs the 23 checks on your pages, switches on the fixes it can apply from inside the site — AI crawlers allowed in robots.txt, Organization schema in every page, a sitemap, /llms.txt — writes the answer-first opening and the search description for your approval, and counts every AI visit page by page so you see which questions already bring an engine to you.
Questions of four shapes: best-for, alternatives-to, cheapest and for-a-situation. For insurance brokers and insurers that means lines like “best
Comparison sites; Trustpilot and Google reviews; regulator registers; industry press. Being in those sources matters as much as the site itself.
no cdn or bot filter blocks ai crawlers — bot management that challenges AI crawlers. structured data matches the visible text — policy facts in schema that differ from the visible policy summary. pages open with the answer — product pages that open with reassurance rather than what is covered, for whom, from what price.
Allow verified AI crawlers by IP range. Open each product page with what is covered, who it is for and the starting price. Generate the schema from the visible policy summary.
The free page check runs the 23 checks on your public pages — the ones above, measured on yours.