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 →
Refreshed Jun 17, 2026Download this ranking as a PDF
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At a glance
What we observed in this categoryauto-generated
USI dominates this category with a visibility score of 100%, against a category average of just 6.9%. The next closest brands, Marsh, Aon, and Gallagher, each sit at 12.5% visibility, making the gap between first and second place enormous in practical terms. Fifteen of the twenty tracked brands, including Acrisure, NFP, and Howden, register zero visibility. This concentration means a single brand is absorbing almost all AI-generated exposure in the category.
A striking pattern in this data is that visibility and citation are completely decoupled. USI achieves 100% visibility yet records 0% citation, and the same is true for every other brand in the category. No brand is being linked or sourced directly by the AI. This means brands are named in AI responses but not trusted as reference sources, a distinction that matters for buyers assessing credibility and for analysts measuring genuine AI authority.
The top cited sources in this category are not the broker brands themselves. The AI anchors on third-party review and media sites including thehartford.com, usnews.com, nerdwallet.com, forbes.com, and m.yelp.com, alongside specialist outlets like reinsurancene.ws. This suggests Google AI Mode is drawing its factual grounding from editorial and aggregator content rather than broker-owned domains, even when it names broker brands prominently in its responses.
Movers & shakers since last refresh
Biggest visibility risers
-
USI 0% → 100% · rank #0 → #1+100pp
-
Marsh 0% → 12% · rank #0 → #2+12pp
-
Aon 0% → 12% · rank #0 → #3+12pp
The ranking
| # | Brand | Visibility | Citation | Top engine |
|---|---|---|---|---|
| 1 |
usi.com
|
100% | 0% | Google AI Mode |
USI holds a 100% visibility score, more than eight times the category average of 6.9%, yet records zero citation, meaning it is named but never sourced by Google AI Mode. |
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| 2 |
marsh.com
|
12% | 0% | Google AI Mode |
Marsh sits at 12.5% visibility and a composite score of 8.8, matching Aon and Gallagher exactly, with no citation separating any of these three peers. |
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| 3 |
aon.com
|
12% | 0% | Google AI Mode |
Aon shares an identical 12.5% visibility and 8.8 composite score with Marsh and Gallagher, offering no differentiation from those two rivals in current AI output. |
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| 4 |
ajg.com
|
12% | 0% | Google AI Mode |
Gallagher records 12.5% visibility and a composite score of 8.8, statistically indistinguishable from Marsh and Aon, with zero citation across all tracked queries. |
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| 5 |
alliant.com
|
0% | 0% | Google AI Mode |
Alliant scores zero across visibility, citation, and composite metrics, placing it among fifteen brands with no measurable presence in Google AI Mode responses for this category. |
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| 6 |
acrisure.com
|
0% | 0% | Google AI Mode |
| 7 |
assuredpartners.com
|
0% | 0% | Google AI Mode |
| 8 |
nfp.com
|
0% | 0% | Google AI Mode |
| 9 |
bmsgroup.com
|
0% | 0% | Google AI Mode |
| 10 |
howdengroupholdings.com
|
0% | 0% | Google AI Mode |
| 11 |
pibgroup.co.uk
|
0% | 0% | Google AI Mode |
| 12 |
mcgriff.com
|
0% | 0% | Google AI Mode |
| 13 |
amwins.com
|
0% | 0% | Google AI Mode |
| 14 |
holmesmurphy.com
|
0% | 0% | Google AI Mode |
| 15 |
woodruffsawyer.com
|
0% | 0% | Google AI Mode |
| 16 |
risk-strategies.com
|
0% | 0% | Google AI Mode |
| 17 |
wtwco.com
|
0% | 0% | Google AI Mode |
| 18 |
lockton.com
|
0% | 0% | Google AI Mode |
| 19 |
hubinternational.com
|
0% | 0% | Google AI Mode |
| 20 |
bbrown.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.
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.
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.
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.
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%, compared to the category average of 6.9%. The next ranked brands, Marsh, Aon, and Gallagher, each score only 12.5%.
Which brands have zero visibility in Google AI Mode for this category?
Sixteen of the twenty tracked brands, including Alliant, Acrisure, NFP, BMS Group, and Howden, currently record 0% visibility in Google AI Mode responses.
What sources does Google AI Mode cite most for business insurance broker research?
The top cited sources are third-party and editorial sites including thehartford.com, usnews.com, nerdwallet.com, forbes.com, and reinsurancene.ws. No broker brand domain appears in the cited sources list.
Is any business insurance broker brand being cited as a source by Google AI Mode?
No. Every brand in the category records a citation rate of 0%, meaning the AI names brokers in responses but does not link to or source their owned domains.
How concentrated is AI visibility in this category?
It is highly concentrated. USI alone accounts for the dominant share of visibility at 100%, while three brands share 12.5% each and the remaining sixteen brands have none.
Were any brands newly gaining visibility in this audit period?
Yes. USI gained 100 percentage points of visibility and Marsh and Aon each gained 12.5 percentage points, all moving from zero in the previous period. No brands recorded visibility declines.