AEO Rankings · Finance

AEO for insurance brokerages: AI search visibility ranking

By monitoraeo Last updated August 04, 2026 Refreshed every 90 days

How AI search engines rank insurance brokerages by visibility and citations. 20 brands measured quarterly 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 →

11%

Avg visibility across category

Avg citation rate

20/20

Brands successfully audited

X LinkedIn

When buyers turn to AI engines to find the right insurance brokerage, USI consistently emerges as the leader, showing up in 87.5% of relevant AI-driven inquiries. Other prominent names that frequently appear are Marsh and Aon, suggesting strong industry recognition and customer interest in these brands.

The rankings reflect data pulled from frequently cited sources such as nerdwallet.com and brokersbloc.com. These platforms serve as aggregators and review sites, offering comprehensive insights that AIs rely on to evaluate brand performance. As a result, they significantly impact which brokerages are favored in AI responses.

For a buyer evaluating options, consider the emphasis AI engines place on recent reviews and third-party validation. These factors are crucial for ensuring that a brokerage has a solid reputation and topical authority in your specific area of need, making them important criteria when selecting from the ranked list.

At a glance

Category leader USI 88% visibility · named in 7 of 8 AI answers

Most cited brand Alliant Insurance Services 50% citation rate · the AI's most-trusted source brand in insurance brokerages

Top cited domain nerdwallet.com Referenced by AI across the insurance brokerages query set — the highest-leverage PR target in this category

Visibility spread 88pp Gap between top and bottom of the ranking · 14 brands at 0% (invisible to the AI)

What we observed in this category

USI dominates this category with a visibility score of 87.5%, more than double the combined visibility of second-ranked Marsh (37.5%) and third-ranked Aon (37.5%). The category average sits at just 10.6%, meaning USI outperforms the average by over eight times. Marsh and Aon share an identical composite score of 26.2, suggesting Google AI Mode treats them as near-equivalent presences. Six of the top ten brands, including Lockton, Brown and Brown, and Hub International, record zero visibility, indicating a sharp concentration of AI presence among a small cluster.

The most striking divergence between visibility and citation belongs to Alliant Insurance Services. Alliant ranks fourth by visibility at just 12.5%, yet it carries a citation rate of 50%, the only brand in the dataset with any citation share at all. Every other top brand records 0% citation despite some holding substantial visibility scores. This means USI, Marsh, and Aon are named frequently in AI responses but their own domains are not being linked, while Alliant is cited as a trusted source even though it appears far less often in answers.

Google AI Mode is the top engine for every brand in the dataset, confirming this category's AI visibility is almost entirely a single-engine story. The top cited sources include nerdwallet.com, insurancejournal.com, insurancebusinessmag.com, and alliant.com, showing that third-party editorial and comparison sites anchor the AI's sourcing more than brand-owned domains. Marshberry.com and brokersbloc.com also appear, reflecting niche industry publications. The near-total absence of brand domains in citations suggests AI Mode is synthesising from intermediary sources rather than pulling directly from brokerage websites.

Movers & shakers since last refresh

Biggest visibility risers

USI 75% → 88% · rank #1 → #1
+12pp
Arthur J. Gallagher 12% → 25% · rank #6 → #5
+12pp

Biggest visibility fallers

Willis Towers Watson 25% → 12% · rank #5 → #6
-12pp

The AEO ranking

#	Brand	Visibility	Citation	Top engine
1	USI usi.com	88%	0%	Google AI Mode
USI leads with 87.5% visibility, more than twice the next closest rivals and over eight times the 10.6% category average, yet records zero citations.
2	Marsh marsh.com	38%	0%	Google AI Mode
Marsh sits at 37.5% visibility and a composite score of 26.2, tied exactly with Aon and recording zero citations despite being a globally recognised broker.
3	Aon aon.com	38%	0%	Google AI Mode
Aon matches Marsh precisely at 37.5% visibility and a 26.2 composite score, with zero citations, placing it joint second but indistinguishable from Marsh in AI responses.
4	Alliant Insurance Services alliant.com	12%	50%	Google AI Mode
Alliant holds the sole citation share in the dataset at 50%, despite only 12.5% visibility, making it the only brand Google AI Mode actively links as a source.
5	Arthur J. Gallagher ajg.com	25%	0%	Google AI Mode
Arthur J. Gallagher doubled its visibility from 12.5% to 25% in the latest period, rising one rank to fifth, but still records zero citations.
6	Willis Towers Watson wtwco.com	12%	0%	Google AI Mode
7	Marsh McLennan Agency marshmma.com	0%	0%	Google AI Mode
8	Lockton lockton.com	0%	0%	Google AI Mode
9	Brown & Brown bbrown.com	0%	0%	Google AI Mode
10	Hub International hubinternational.com	0%	0%	Google AI Mode
11	NFP nfp.com	0%	0%	Google AI Mode
12	AssuredPartners assuredpartners.com	0%	0%	Google AI Mode
13	Acrisure acrisure.com	0%	0%	Google AI Mode
14	Howden howdengroup.com	0%	0%	Google AI Mode
15	BMS Group bmsgroup.com	0%	0%	Google AI Mode
16	Alera Group aleragroup.com	0%	0%	Google AI Mode
17	AmWINS amwins.com	0%	0%	Google AI Mode
18	Hylant hylant.com	0%	0%	Google AI Mode
19	The Baldwin Group baldwin.com	0%	0%	Google AI Mode
20	McGriff 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.

nerdwallet.combrokersbloc.comalliant.cominsurancejournal.cominsurancebusinessmag.cominsurtechdigital.commployeradvisor.commarshberry.com

How to read this AEO 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 →

AEO 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 90 days and refresh this page automatically. How AI search ranking works →

Run an AEO audit on your own insurance brokerages brand

The brands above were curated from public market-leader lists. Want the same answer engine optimisation 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.

Audit your insurance brokerages brand → Browse all AEO rankings Methodology →

Frequently asked about AEO for insurance brokerages

Who leads AI visibility in insurance brokerages?

USI leads with 87.5% visibility and a composite score of 61.2, far ahead of second-placed Marsh and Aon, which both sit at 37.5% visibility.

Which insurance brokerage is cited most by Google AI Mode?

Alliant Insurance Services is the only brand in the top ten with any citation share, recording 50%, while every other brand including USI, Marsh, and Aon records 0% citations.

What sources does AI cite most for insurance brokerage research?

The top cited sources include nerdwallet.com, insurancejournal.com, insurancebusinessmag.com, brokersbloc.com, and alliant.com, with third-party editorial sites dominating over brand-owned domains.

How does the average brand perform on AI visibility in this category?

The category average visibility is just 10.6% and average citation rate is 2.5%, with six of the top ten brands recording zero visibility and zero citations.

Which brands are rising or falling in AI visibility for insurance brokerages?

USI and Arthur J. Gallagher both gained 12.5 percentage points in visibility, while Willis Towers Watson lost 12.5 points and fell from rank five to rank six.

Is AI visibility in insurance brokerages concentrated across multiple engines?

No, Google AI Mode is the top engine for every brand in the dataset, making this category almost entirely dependent on a single AI platform for discoverability.