Insurance brokerages: AI search visibility ranking (2026)
How AI search engines rank insurance brokerages 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. Insurance brokerages helping businesses and individuals place coverage, manage renewals, assess risk, and coordinate benefits and property-casualty programs. 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 AI engines like ChatGPT, Claude, and Perplexity answer questions about insurance brokerages, USI comes up most often, appearing in 75% of AI-generated responses across the engines tracked here. Marsh and Aon round out the top three, with all three names surfacing consistently when buyers ask for recommendations, comparisons, or market leaders in the brokerage space.
The rankings reflect which sources AI engines trust most when forming answers. The top cited domains include businessinsurance.com, insurancejournal.com, and usnews.com, alongside alliant.com and marketdataforecast.com. These are a mix of trade publications and general consumer review outlets. Brands that earn consistent coverage in those publications, whether through news, rankings, or editorial mentions, tend to rank higher in AI visibility regardless of direct citations.
For a buyer using this page, the practical takeaway is to look beyond brand size and check whether a brokerage has recent third-party coverage in trade and review outlets. AI engines weight topical authority heavily, so a broker with strong recent presence in industry publications may be better positioned in a specific niche (like cyber or employee benefits) than a large generalist firm with older or thinner coverage in that subcategory.
At a glance
What we observed in this categoryauto-generated
USI leads the insurance brokerages category with a visibility score of 75%, more than double the 37.5% shared by second-ranked Marsh and third-ranked Aon. The category average visibility sits at just 10%, making USI's score seven and a half times the norm. This gap is significant because it suggests Google AI Mode has strongly anchored on USI as a representative brand when generating responses about this category, while the majority of the 20 tracked brands receive no visibility at all.
Alliant Insurance Services presents the clearest divergence between visibility and citation in this dataset. Alliant holds only 12.5% visibility, well below USI and Marsh, yet records a 50% citation rate, the highest in the category. By contrast, USI has 75% visibility but 0% citations, and Aon matches USI's zero citation rate despite equal visibility to Marsh. This pattern indicates Google AI Mode names some brands frequently in responses but pulls sourced evidence from Alliant's own domain, alliant.com, which appears first in the top cited sources list.
Every brand in the top 10 records Google AI Mode as its top engine, confirming this audit reflects a single-engine snapshot. The cited sources list is dominated by trade and comparison publications including businessinsurance.com, insurancejournal.com, myshortlister.com, and usnews.com, alongside market research platforms such as marketdataforecast.com and gminsights.com. Lockton, Brown and Brown, and Hub International each score 0% on both visibility and citation despite being well-known brokerages, suggesting AI responses in this category are structured around a narrow set of named players.
Movers & shakers since last refresh
Biggest visibility risers
-
USI 0% → 75% · rank #0 → #1+75pp
-
Marsh 0% → 38% · rank #0 → #2+38pp
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Aon 0% → 38% · rank #0 → #3+38pp
The ranking
| # | Brand | Visibility | Citation | Top engine |
|---|---|---|---|---|
| 1 |
usi.com
|
75% | 0% | Google AI Mode |
USI leads with 75% visibility, seven and a half times the 10% category average, but records 0% citations, meaning AI mentions it without sourcing its domain. |
||||
| 2 |
marsh.com
|
38% | 12% | Google AI Mode |
Marsh ties Aon on 37.5% visibility but stands apart as the only top-three brand with a non-zero citation rate of 12.5%, making it the most balanced performer in the top tier. |
||||
| 3 |
aon.com
|
38% | 0% | Google AI Mode |
Aon matches Marsh's 37.5% visibility but posts 0% citations, placing it in the same named-but-not-sourced position as the category leader USI. |
||||
| 4 |
alliant.com
|
12% | 50% | Google AI Mode |
Alliant holds just 12.5% visibility but a 50% citation rate, the highest in the category, driven by its domain appearing first in the top cited sources list. |
||||
| 5 |
wtwco.com
|
25% | 0% | Google AI Mode |
Willis Towers Watson records 25% visibility and 0% citations, placing it above the category average on mentions but earning no sourced references from Google AI Mode. |
||||
| 6 |
ajg.com
|
12% | 0% | Google AI Mode |
| 7 |
marshmma.com
|
0% | 12% | Google AI Mode |
| 8 |
lockton.com
|
0% | 0% | Google AI Mode |
| 9 |
bbrown.com
|
0% | 0% | Google AI Mode |
| 10 |
hubinternational.com
|
0% | 0% | Google AI Mode |
| 11 |
nfp.com
|
0% | 0% | Google AI Mode |
| 12 |
assuredpartners.com
|
0% | 0% | Google AI Mode |
| 13 |
acrisure.com
|
0% | 0% | Google AI Mode |
| 14 |
howdengroup.com
|
0% | 0% | Google AI Mode |
| 15 |
bmsgroup.com
|
0% | 0% | Google AI Mode |
| 16 |
aleragroup.com
|
0% | 0% | Google AI Mode |
| 17 |
amwins.com
|
0% | 0% | Google AI Mode |
| 18 |
hylant.com
|
0% | 0% | Google AI Mode |
| 19 |
baldwin.com
|
0% | 0% | Google AI Mode |
| 20 |
mcgriff.com
|
0% | 0% | Google AI Mode |
Sources AI engines trust in this category
Across the 8 buyer-intent queries we ran on insurance brokerages, 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 insurance brokerages 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 insurance brokerages AI visibility
Who leads AI visibility in the insurance brokerages category?
USI leads with 75% visibility, far ahead of second-placed Marsh and Aon, which both sit at 37.5%. The category average is only 10%.
Which insurance brokerage is cited most often by Google AI Mode?
Alliant Insurance Services has the highest citation rate at 50%, with its domain alliant.com listed first among top cited sources, despite its relatively low 12.5% visibility score.
What sources does Google AI Mode anchor on for insurance brokerage research?
The cited sources include trade publications such as businessinsurance.com and insurancejournal.com, comparison platforms like myshortlister.com and usnews.com, and market research sites including marketdataforecast.com and gminsights.com.
Are any major brokerages invisible in Google AI Mode responses?
Yes, Lockton, Brown and Brown, and Hub International all record 0% on both visibility and citation despite being prominent industry names in the 20-brand tracked set.
Is there a disconnect between how often a brand is named and how often it is cited as a source?
USI and Aon are both named frequently (75% and 37.5% visibility respectively) but receive 0% citations, while Alliant is named far less but cited in half of all responses where citations appear.
Which search engine drives AI visibility for insurance brokerages in this audit?
Google AI Mode is the top engine for every brand in the top 10, making this dataset a single-engine snapshot with no cross-engine comparison available.