Business insurance brokers: AI search visibility ranking (2026)
How AI search engines rank business insurance brokers by visibility and citations. 20 brands measured monthly across Google AI Mode: which brands the AI names in answers, which domains it cites as sources, and how the leaders compare. Business insurance brokers that place commercial coverage, employee benefits, specialty risk, and enterprise insurance programs for companies of all sizes. Composite score: 70% visibility (% of AI answers naming the brand) + 30% citation rate (% citing the brand's domain). Full methodology →
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When buyers inquire about business insurance brokers, AI engines consistently name USI as the leader, highlighting its strong presence in responses. Other top brands include Marsh and Aon. USI's visibility percentage stands at 100.0, indicating that it appears across all relevant queries as a reliable choice.
The rankings reflect data primarily drawn from top cited sources such as insurancebusinessmag.com and nerdwallet.com, which are key aggregators and review sites. These sites provide extensive comparisons and user reviews, influencing AI engines to prioritize brands like USI, Marsh, and Aon based on their documented performance and industry standing.
For a buyer reading this page, it's crucial to consider brands that AI engines value for their recent reviews and third-party validation. Focus on how these brands are rated on trusted domains, especially those specializing in thorough comparisons and topical authority in business insurance. This can guide decision-making to select a broker with proven industry credibility.
At a glance
What we observed in this category
USI leads the business insurance brokers category with a visibility score of 100%, nearly double Marsh at 50% and more than 2.6 times the scores of Aon and Gallagher, both at 37.5%. The category average visibility sits at just 13.1%, meaning USI outperforms the average by a factor of more than seven. This gap is material because it means most buyer queries in this category surface USI while the majority of named brokers, including large firms like WTW at 25% and Brown and Brown at 12.5%, appear far less frequently.
A striking pattern in this data is the complete disconnect between visibility and citation across every brand in the top five. USI, Marsh, Aon, Gallagher, and WTW all carry a citation rate of 0.0%, despite their AI visibility scores. The only brand in the top ten with any citation activity is Alliant, which holds 0.0% visibility but a 12.5% citation rate, making it the sole example of a brand that is referenced as a source without being named in AI answers. The category average citation rate is just 0.6%, confirming this is a near-zero citation environment.
Google AI Mode is the dominant engine recorded for every brand in this dataset. The top cited sources in the category are not the broker brands themselves but third-party publishers including insurancebusinessmag.com, nerdwallet.com, simplybusiness.co.uk, and policybee.co.uk. This indicates Google AI Mode is anchoring its answers on comparison and editorial content rather than pulling directly from broker-owned domains, which explains why broker citation rates remain at or near zero even for highly visible brands like USI and Marsh.
Movers & shakers since last refresh
Biggest visibility risers
-
Marsh 12% → 50% · rank #2 → #2+38pp
-
Aon 12% → 38% · rank #3 → #3+25pp
-
Gallagher 12% → 38% · rank #4 → #4+25pp
The ranking
| # | Brand | Visibility | Citation | Top engine |
|---|---|---|---|---|
| 1 |
usi.com
|
100% | 0% | Google AI Mode |
USI holds a visibility score of 100%, more than double Marsh at rank 2 and nearly eight times the category average of 13.1%, yet carries a 0.0% citation rate. |
||||
| 2 |
marsh.com
|
50% | 0% | Google AI Mode |
Marsh sits at 50% visibility after a delta gain of 37.5 percentage points from the prior period, but still records 0.0% citation, matching the pattern of all top-five peers. |
||||
| 3 |
aon.com
|
38% | 0% | Google AI Mode |
Aon shares the rank-3 position with Gallagher at 37.5% visibility, having risen 25 percentage points, but holds zero citation rate alongside every other top-five brand. |
||||
| 4 |
ajg.com
|
38% | 0% | Google AI Mode |
Gallagher matches Aon exactly at 37.5% visibility and a 26.2 composite score, also up 25 percentage points from the previous period, with no citation activity recorded. |
||||
| 5 |
wtwco.com
|
25% | 0% | Google AI Mode |
WTW at 25% visibility scores below the three brands immediately above it and records a 0.0% citation rate, placing it above the category average but well behind the top tier. |
||||
| 6 |
bbrown.com
|
12% | 0% | Google AI Mode |
| 7 |
alliant.com
|
0% | 12% | Google AI Mode |
| 8 |
acrisure.com
|
0% | 0% | Google AI Mode |
| 9 |
holmesmurphy.com
|
0% | 0% | Google AI Mode |
| 10 |
woodruffsawyer.com
|
0% | 0% | Google AI Mode |
| 11 |
risk-strategies.com
|
0% | 0% | Google AI Mode |
| 12 |
assuredpartners.com
|
0% | 0% | Google AI Mode |
| 13 |
nfp.com
|
0% | 0% | Google AI Mode |
| 14 |
bmsgroup.com
|
0% | 0% | Google AI Mode |
| 15 |
howdengroupholdings.com
|
0% | 0% | Google AI Mode |
| 16 |
pibgroup.co.uk
|
0% | 0% | Google AI Mode |
| 17 |
mcgriff.com
|
0% | 0% | Google AI Mode |
| 18 |
amwins.com
|
0% | 0% | Google AI Mode |
| 19 |
lockton.com
|
0% | 0% | Google AI Mode |
| 20 |
hubinternational.com
|
0% | 0% | Google AI Mode |
Sources AI engines trust in this category
Across the 8 buyer-intent queries we ran on business insurance brokers, these are the domains Google AI Mode cited most often. If you're not on this list — or if your competitors are — that's a concrete PR / linkbuilding target.
How to read this ranking
Four things worth knowing before you act on the numbers above. These are the same definitions across every industry page — for category-specific observations, see the What we observed section above (where available) and the per-brand insights inline in the ranking.
Visibility = being named
A brand's visibility % is the share of AI answers that mention it by name in the response prose. This is who AI engines actively recommend to the buyer. More on visibility →
Citation rate = being trusted
Citation rate is the share of AI answers that include the brand's domain as a clickable source link. This is what the AI treats as authoritative evidence, different from being named. More on citation rate →
Top engine differs by brand
The "top engine" column shows which AI surface each brand performs best on. Big gaps between a brand's score across engines usually points to specific content or schema gaps. How AI engines pick sources →
Rankings move month to month
AI engines re-crawl and re-rank on shorter cycles than classical search. We re-audit every brand on this list at least every 30 days and refresh this page automatically. How AI search ranking works →
Get your own business insurance brokers brand audited
The brands above were curated from public market-leader lists. Want the same measurement against your own brand — including the queries you appear on, which competitors get named instead, and a prioritised fix list? Run a free preview.
Frequently asked about business insurance brokers AI visibility
Who leads AI visibility in the business insurance brokers category?
USI leads with a visibility score of 100%, which is more than double the second-ranked brand, Marsh, at 50%. The category average is just 13.1%.
Which broker brands are being cited as sources by Google AI Mode?
No broker brand in the top five carries any citation activity. Alliant is the only top-ten brand with a non-zero citation rate, recorded at 12.5%, despite having 0.0% visibility.
What third-party sources does Google AI Mode anchor on for business insurance broker queries?
The top cited sources in this category are insurancebusinessmag.com, nerdwallet.com, simplybusiness.co.uk, policybee.co.uk, and businessinsurance.com, none of which are broker-owned domains.
Are any brands showing significant momentum in AI visibility for this category?
Marsh gained 37.5 percentage points in visibility from the prior period, while Aon and Gallagher each gained 25 percentage points, though all three still record zero citation rates.
How does citation rate compare to visibility rate across this category?
The category average visibility is 13.1% but the average citation rate is only 0.6%, and every top-five brand holds a 0.0% citation rate despite varying levels of AI visibility.
How many brands in this category have effectively zero AI presence?
At least four of the ten brands shown, including Acrisure, Holmes Murphy, and Woodruff Sawyer, record both 0.0% visibility and 0.0% citation, giving them no measurable AI presence.