Overall AI Visibility Score
A clear baseline showing how consistently your firm appears across the audited answers.
AI Visibility and Authority Building for Insurance Brokers
Make Your Firm the One AI Recommends
Your prospective clients are asking ChatGPT, Gemini and Perplexity who to use for professional liability (E&O), general liability, business owner's policy (BOP) cover, cyber insurance, commercial auto / fleet and complex high-net-worth risks.
TotalAuthority shows you whether your firm appears in those answers, which competitors are being recommended instead, and which sources are influencing the results. We then build the external authority, earned media, content and brand signals needed to improve your visibility.
See how your firm is mentioned, cited and compared across leading AI platforms.
Measured across ChatGPT, Gemini and Perplexity
Insurance Broker AI Visibility AuditLive
Overall AI Visibility
48/100
14/30 audited answers mentioned the firm
8 answers
cited the website
ChatGPT
41
4/10 mentions · 5/10 cited
Gemini
46
5/10 mentions · 3/10 cited
Perplexity
29
3/10 mentions · 1/10 cited
Top competitors recommended instead4 of 10 prompts
Ashworth Risk Solutions7× recommended
Pennant Commercial Brokers5× recommended
Caldwell & Hart Insurance4× recommended
Top sources influencing answers
Big IInsurance JournalTrustpilotGoogle reviewsPropertyCasualty360RedditLocal press
The Shift
Your next client may ask AI before they search Google
Businesses are increasingly using AI platforms to shortlist brokers, compare cover options and decide which firms appear credible. They are asking questions such as:
Who is the best insurance broker near me?
Which broker should I use for professional liability (E&O) in Chicago?
Where can I find a broker who handles commercial auto / fleet insurance?
Which insurance agent has the strongest reviews for cyber cover?
Who is a trusted broker for construction insurance?
Which firm specializes in high-net-worth home insurance?
AI can answer those questions without sending the user through a traditional list of search results. Your firm may have an excellent reputation, experienced brokers and long-standing insurer relationships behind it. That does not guarantee you will be included.
AI systems form their answers using the sources and signals they can find across the wider web. If your competitors are better represented across those sources, they may be recommended ahead of you.
The broker being recommended is not necessarily the best broker. It is often the broker with the clearest and strongest visible authority.
The Audit
Find out exactly where your firm stands
Our Multi-Model AI Visibility Audit tests the commercially valuable questions your clients are likely to ask. We don't simply search for your firm name. We test the product, service and local discovery prompts that could lead to a new insurance inquiry.
Example prompt categories we test
12 categories"Best insurance broker in your city"
"Best professional liability (E&O) broker"
"Best broker for general liability cover"
"Best business owner's policy (BOP) broker"
"Best cyber insurance broker"
"Best commercial auto / fleet insurance specialist"
"Best broker for construction insurance"
"Best high-net-worth home insurance broker"
"Best broker for contractor cover"
"Best directors and officers insurance specialist"
"Best firm for natural-language insurance queries"
"Top-rated insurance brokers near me"
Model-by-Model Results
Separate visibility scores for ChatGPT, Gemini and Perplexity.
Mention and Citation Tracking
We identify whether your firm appeared, whether your website was cited, whether you were actively recommended, and whether your positioning was accurately understood.
Prompt Visibility Map
A simple view showing the products and searches where your firm is mentioned, not mentioned, recommended or cited.
Competitor Intelligence
See who AI recommends instead
A missing recommendation is only part of the picture. The more useful question is which competitors appear instead, how frequently they are recommended, and why AI associates them more strongly with a product or location.
Our audit identifies
- Competitors appearing across multiple AI models
- Firms repeatedly recommended for priority insurance products
- Competitors associated with particular services
- The prompts where your firm is absent
- The websites supporting competitor recommendations
- The firms gaining visibility despite having weaker real-world credentials
This gives you a practical competitive view based on AI-generated recommendations, rather than assumptions about who your online competitors are.
Recurring competitors
| Competitor | AI Models | Prompts | Frequency |
|---|---|---|---|
| Ashworth Risk Solutions | 3 | 7 | 21× |
| Pennant Commercial Brokers | 2 | 5 | 13× |
| Caldwell & Hart Insurance | 3 | 4 | 10× |
| Redway Risk Partners | 1 | 3 | 6× |
| Thornbury & Lowe | 2 | 2 | 5× |
Source Landscape
Discover which sources are influencing AI
Improving AI visibility is not only a website project. AI platforms may rely on broker directories, trade press, comparison sites, business forums, review platforms, listicles, Reddit discussions, broker profiles, product comparison pages, competitor websites, social profiles and your own service and location pages.
Our source analysis identifies which websites appear most frequently across the answers being generated in your market. This allows us to see where your brand is already represented, where competitors have an advantage, and where new authority needs to be created.
Your website tells AI what you say about yourself.
Third-party sources help validate whether that claim should be trusted.
Top recurring sources
The websites appearing most frequently across audited answers.
- Independent Insurance Agents & Brokers of America (the Big I)86%
- Insurance Journal72%
- PropertyCasualty36058%
- Trustpilot38%
Used across multiple AI models
Sources relied upon by more than one platform.
- Insurance Journal
- Google reviews
Dots indicate ChatGPT · Gemini · Perplexity
Owned vs third-party signals
A comparison between citations from your own website and appearances from external sources.
22%
Your domain
78%
Third-party
Brand Understanding
Does AI understand what you want to be known for?
Being mentioned is not enough if your firm is associated with the wrong products or described too generically. We compare what you want AI to understand with what the platforms currently say about your firm.
Positioning examples
- Leading broker for professional liability (E&O) cover
- Trusted advisor for complex business owner's policy (BOP) risks
- Specialist firm for cyber and management liability
- Local authority for commercial auto / fleet insurance
- Premier advisor on high-net-worth home insurance
- Independently recognized construction insurance specialist
- Multi-office broker with strong insurer relationships
We assess whether AI accurately understands
- Who your firm serves
- Where you operate
- Which insurance products you specialize in
- What differentiates your approach
- Who your brokers are
- Which credentials support your expertise
- Which risks you are best placed to handle
- How your firm compares with local competitors
Consistently understoodConsistently recommended
Your brand needs to be consistently understood before it can be consistently recommended.
What We Do
We build the authority behind the recommendation
TotalAuthority is an AI visibility and authority-building agency. We identify the external signals influencing recommendations, create the strategy needed to strengthen them, and execute the work required to build a more visible and defensible brand.
This combines AI visibility analysis with digital PR, earned media, content, entity optimization, citation building and external authority development.
Multi-Model AI Visibility Auditing
High-intent prompts tested across ChatGPT, Gemini and Perplexity. We measure mentions, citations, recommendations, positioning, product visibility, local visibility, competitors and sources.
AI Authority Strategy Blueprint
The Blueprint turns audit findings into a prioritized execution plan: competitors, sources, AI-cited rankings, website alignment, third-party gaps, PR opportunities, citations and content priorities.
Learn moreEarned Media and Digital PR
We position your qualified brokers as expert sources for journalists covering insurance, risk, commercial property and business — for editorial features, expert commentary and authoritative backlinks.
Third-Party Authority Development
We strengthen your presence across broker directories, review platforms, broker profiles, local business resources, insurance comparison pages and professional associations.
Brand and Entity Alignment
We align firm names, locations, broker biographies, credentials, product categories, social profiles, directory listings and website schema so AI systems build a clearer understanding of the firm.
Citable Content and Authority Assets
Original research, product guides, broker-led explainers, market updates, comparison pages, client decision tools and proprietary data — each asset has a defined role in the authority strategy.
Ongoing AI Visibility Tracking
We continue testing the prompts most valuable to your firm: recommendation frequency, brand mentions, product visibility, competitor share of voice, citation sources and positioning accuracy.
Local and Multi-Office Authority
For firms operating across one or more offices, we strengthen the local signals AI relies on: office-specific profiles, regional press, community references, structured local data and office-level broker recognition.
Reputation and Review Authority
We strengthen the consistency and depth of the review platforms and directories AI weighs most heavily for brokers — Google reviews, Trustpilot, NerdWallet and the Big I — so sentiment, volume and recency reinforce recommendations.
Earned Media
Real authority is earned outside your own website
Every firm can publish claims about being trusted, experienced or market-leading. Independent media coverage gives those claims external support.
When a broker is quoted in a recognized publication, several things happen:
- The broker becomes associated with a relevant area of expertise
- The firm earns an independent brand mention
- The website may receive an authoritative backlink
- Search engines gain another reference point
- AI systems gain external information about the brand
- Clients see evidence that the expert is trusted by journalists
The same piece of editorial coverage can support brand discovery, SEO, broker authority, client confidence and AI visibility. This is why earned media forms a central part of the TotalAuthority process.
Publications featuring our clients and their experts
Broker Authority
Clients trust brokers, not faceless firm pages
In commercial insurance, the broker handling the account can be as important as the firm itself. Your account directors, scheme specialists, claims handlers and senior brokers hold expertise that can strengthen the authority of the entire brand.
We help develop that expertise into visible authority through:
Broker positioningExpert biographiesCredential alignmentMedia commentaryAuthor pagesSector specializationSpeaking engagementsProfessional citationsDirectory rankingsThought leadershipPodcast appearancesAward submissions
A broker with genuine expertise can become a recognized source for both clients and journalists. That authority then supports the firm they represent.
Product Visibility
Build visibility around the products that generate revenue
Your campaign should not chase vague visibility. It should strengthen the association between your firm, location, brokers and the services you want to grow.
An insurance broker strategy may focus on
24 insurance productsBusiness owner's policy (BOP)Professional liability (E&O)General liabilityWorkers' compensationBusiness interruptionCyber insuranceDirectors and officersCommercial property insuranceCommercial auto / fleet insuranceContractor insuranceLandlord insuranceRetail / business owner's policy (BOP)Manufacturing insuranceConstruction insuranceMarine and cargoManagement liabilityMedical malpracticeEvent insuranceHigh-net-worth home insuranceEngineering insuranceCredit insuranceKey person coverRenewals and reviewsClaims handling support
A firm may be highly visible for one product and completely absent for another. Our process exposes those differences. Every product is reviewed separately because the competitors, sources and authority signals can differ considerably.
Our Process
From AI visibility baseline to authority building
01
Step
Define the Commercial Priorities
We identify the products, locations and client searches most valuable to your firm. This prevents the campaign from becoming a broad exercise with no commercial focus.
02
Step
Complete the Multi-Model Audit
We test relevant prompts across ChatGPT, Gemini and Perplexity. We document mentions, recommendations, citations, competitors and sources.
03
Step
Build the Strategy Blueprint
We analyze why competitors are appearing, which sources are influencing results and where your authority footprint is weak. You receive a prioritized roadmap for implementation.
04
Step
Strengthen the Foundation
We improve the clarity and consistency of brand positioning, broker entities, product associations, profiles, website information, citations, structured data and local signals.
05
Step
Build External Authority
We execute the work across earned media, digital PR, expert positioning, third-party profiles, relevant directories, citable content, authority assets and external mentions.
06
Step
Track and Refine
We monitor how visibility changes across the target prompts and compare progress with the competitors identified in the original audit.
What Progress Looks Like
AI visibility, before and after
AI visibility improvement should be measured through several indicators rather than one isolated answer.
Before
- The firm appears inconsistently
- Important product prompts produce no mention
- Competitors dominate recommendations
- AI uses weak or inaccurate positioning
- The website receives few citations
- Brokers have little external authority
- Third-party source coverage is limited
- The firm does not know which sources influence results
After
- The firm appears across more valuable prompts
- Priority products have stronger brand association
- Brand descriptions become more accurate
- Broker expertise is clearer
- More trusted sources mention the firm
- The website earns relevant citations
- Competitive gaps begin to reduce
- Progress is monitored across multiple AI platforms
Important qualification
No agency controls the answers generated by ChatGPT, Gemini, Perplexity or any other independent platform. Our role is to improve the quality, clarity and authority of the sources and signals those systems may rely upon.
Who This Is For
Built for firms with genuine expertise to promote
TotalAuthority is best suited to established firms that have credible brokers, strong client service and the capacity to convert increased visibility into insurance inquiries.
Best-fit firm types
Established commercial brokerages
Regional multi-office firms
Boutique specialist brokers
Scheme and niche brokers
High-net-worth private clients firms
Construction and trades specialists
Cyber and professional risk specialists
Commercial auto / fleet and transport brokers
Manufacturing and engineering brokers
Marine and cargo specialists
Claims-led advisory firms
Firms entering new regions
Qualification: We build authority around real expertise. The firm must be able to support its positioning through appropriate qualifications, credible casework and responsible client communication.
Common Gaps
Why insurance brokers lose AI visibility
Gap 01
Strong reputation, weak external evidence
The firm may have loyal clients but very few independent sources confirming its expertise.
Gap 02
Broker expertise is hidden
Highly qualified brokers are presented through short team biographies with little external recognition.
Gap 03
The brand is associated with the wrong products
AI may recognize the firm but connect it more strongly with secondary services than its commercial priorities.
Gap 04
Competitors occupy the trusted sources
Other firms appear in the directories, articles, reviews and comparison pages AI is already using.
Gap 05
Website content is too generic
Product pages repeat the same information found on hundreds of other insurance broker websites.
Gap 06
Local and brand information conflicts
Firm, broker and office details are inconsistent across profiles and third-party sources.
Gap 07
Marketing is focused entirely on referrals
The firm wins work through referral partners and word of mouth but has little searchable, independent authority elsewhere.
Gap 08
Nobody is tracking AI recommendations
The firm measures rankings, traffic and inquiries without knowing whether AI platforms are recommending competitors.
Why TotalAuthority
Not another SEO agency repackaging its existing service
AI visibility cannot be improved through a checklist of technical changes alone. TotalAuthority combines the capabilities needed to understand and influence the wider authority landscape.
The work is built around the way AI platforms are currently describing, comparing and recommending businesses.
Built around real outputs
You receive documented prompts, model results, competitor recommendations and citation sources.
Authority before vanity metrics
The focus is on building a brand that can be validated across the wider web.
Earned media capability
We do not simply tell you that media authority is valuable. We have the infrastructure and journalist relationships to earn it.
Strategy connected to execution
The audit and Blueprint lead directly into a defined implementation plan.
Get Started
Get your Insurance Brokerage AI Visibility Audit
See how your firm currently appears across ChatGPT, Gemini and Perplexity. Your audit will examine high-intent prompts linked to your location, products and desired positioning.
What the audit includes
- Overall AI visibility score
- ChatGPT visibility baseline
- Gemini visibility baseline
- Perplexity visibility baseline
- Brand mention tracking
- Website citation tracking
- Recommendation tracking
- Positioning analysis
- Prompt visibility map
- Recurring competitor analysis
- AI source landscape
- Owned vs third-party signal comparison
- Recommended next step
Request your audit
Your audit is reviewed using your actual brand, market, products and local competitors.
- • First name and last name
- • Business email and phone
- • Firm name and website
- • Primary location and number of offices
- • Most important insurance products
- • Products you want to grow
Next step after the audit
Turn findings into a clear execution plan
The AI Authority Strategy Blueprint takes the audit's baseline and sets out the prioritized work needed across competitors, sources, media, website positioning, profiles, citations and content.
Proof
Authority building you can see
Real evidence rather than broad claims — across audit outputs, earned media, authority case studies and client testimonials.
AI Visibility Audit Example
Anonymized reports showing overall score, mentions across each model, website citations, prompt visibility map, competitor recommendations and source landscape.
Earned Media Results
Tier-one editorial coverage, dofollow media links, broker quotes, broadcast opportunities, podcast placements and journalist relationships.
Authority Case Studies
Client category, initial authority gap, work completed, media secured, visibility or SEO outcome and campaign duration.
Client Testimonials
Quotes that reference quality of publications, strategic insight, communication, brand authority, measurable growth and broker positioning.
Comparison
What makes this different from traditional insurance broker marketing?
Traditional
Old marketing playbook
- Run paid ads for immediate inquiries
- Publish generic insurance product blogs
- Track Google rankings alone
- Promote claims made by the firm
- Focus on the firm brand only
- Build backlinks as isolated SEO assets
- Measure directory listings in isolation
- Optimize only the website
TotalAuthority
Authority-led approach
- Build an authority footprint that supports discovery across multiple channels
- Create content and assets designed around specific citation and authority opportunities
- Track mentions, citations and recommendations across multiple AI platforms
- Earn independent support from trusted third parties
- Build the authority of the firm and its brokers
- Build connected media, brand, entity and citation signals
- Measure product visibility, competitor share and source influence
- Strengthen the wider source environment surrounding the firm
FAQs
Frequently asked questions
Twelve of the questions we hear most often from insurance brokers considering an AI visibility program.
AI visibility refers to whether your firm appears when people ask platforms such as ChatGPT, Gemini and Perplexity for recommendations, comparisons or information about insurance broking in your area. It also includes whether your website is cited, whether your firm is accurately described, and whether your brokers are recognized for relevant expertise.
Still have questions?
Related Industries
AI visibility for adjacent financial services
Explore how TotalAuthority approaches visibility and authority building for other financial services and advisory firms.
Guides & Resources
Related guides from our blog
Practical reading on AI visibility and authority building relevant to your sector.
Guide
How to Set Up Alerts for Brand Mentions in Claude AI
Learn how to set up alerts for brand mentions in Claude, monitor AI visibility, detect misinformation, and track how your brand appears in AI-generated responses.
Read more GuideClaude AI Visibility Reporting Tool Features Explained
Discover Claude AI's reporting tool features and learn how to track your brand's visibility in AI recommendations. Get insights to dominate AI-driven search.
Read more GuideChatGPT Visibility - How to Improve Your Brand Citation
Inconsistent mentions harming your brand authority? Learn how to use ChatGPT to audit and improve your brand citation footprint. Get step-by-step insights.
Read moreFind out where you stand
Is AI recommending your firm, or your competitors?
Your firm may already be visible for some products and absent for others. The only way to know is to test the questions your prospective clients are asking, examine the competitors appearing instead, and identify the sources influencing those answers. Start with a clear visibility baseline. Then build the authority required to compete.
Measured across ChatGPT, Gemini and Perplexity using prompts tailored to your firm, products and location.