Insurance
1.53% of insurance website sessions were AI referrals.
How does your site compare? See where your AI referral traffic stands against insurance peers.
Oct 2026
Aug 2026 to Oct 2026
1 of 11 Industries
Dec 1, 2026
-
ChatGPT 97% - Claude
-
Gemini -
Copilot -
Perplexity
Where Insurance sits
AI-referred sessions as a share of all sessions, every industry in the Index, past 90 days (Aug 2026 to Oct 2026).
The numbers
Insurance over the past 90 days, Aug to Oct 2026.
LLM Share
1.53%
Aug 2026 to Oct 2026
Vs all-industry average
+1.21 pts
4.8x the average
Change vs Aug to Oct 2025
+0.99 pts
2.8x
Top referrer
97%
ChatGPT’s share of AI sessions
23 months, measured
Monthly LLM share for Insurance against the all-industry average.
| Month | Insurance | All Industries |
|---|---|---|
| Dec, 24 | 0.08% | 0.05% |
| Jan, 25 | 0.13% | 0.05% |
| Feb, 25 | 0.16% | 0.06% |
| Mar, 25 | 0.16% | 0.07% |
| Apr, 25 | 0.27% | 0.07% |
| May, 25 | 0.26% | 0.11% |
| Jun, 25 | 0.30% | 0.12% |
| Jul, 25 | 0.32% | 0.25% |
| Aug, 25 | 0.41% | 0.21% |
| Sep, 25 | 0.55% | 0.18% |
| Oct, 25 | 0.66% | 0.22% |
| Nov, 25 | 0.60% | 0.11% |
| Dec, 25 | 0.49% | 0.24% |
| Jan, 26 | 0.53% | 0.18% |
| Feb, 26 | 0.48% | 0.18% |
| Mar, 26 | 0.38% | 0.17% |
| Apr, 26 | 0.36% | 0.17% |
| May, 26 | 1.49% | 0.24% |
| Jun, 26 | 1.62% | 0.17% |
| Jul, 26 | 1.05% | 0.21% |
| Aug, 26 | 1.26% | 0.27% |
| Sep, 26 | 1.94% | 0.37% |
| Oct, 26 | 1.47% | 0.33% |
ChatGPT leads insurance AI referrals
ChatGPT sends 97.1% of insurance AI referral traffic, Aug to Oct 2026. All other AI referrers combined send 2.9%, led by Gemini at 2.0%.
What this means for you: Start your AI visibility work in ChatGPT. No other AI platform sends more insurance traffic, so that's where gains show up first.
- ChatGPT 97.1%
- Gemini 2.0%
- Perplexity 0.5%
- Claude 0.4%
Where it lands
AI referral share by page type: of all sessions landing on each type of page, the share that came from an AI referral.
How this is measured
Data Source
GA4 sessions from a panel of 180+ properties. Each property is assigned to one industry.
LLM Share
AI-referred sessions divided by all sessions, same industry and period.
AI Session Identification
Referrer domain or UTM source matching chatgpt.com, perplexity.ai, gemini.google.com, claude.ai, copilot.microsoft.com, grok.com, you.com, meta.ai, x.ai. Each session counts once.
Page Types
URLs grouped by path: navigational (homepage, about), commercial (products, pricing), informational (blog, guides), transactional (applications, checkout).
Period
December 2024 to October 2026. Updated monthly.
Not measured
AI Overviews, AI Mode, and other Google-served AI results. They pass no AI referrer.
How does your site compare? See your AI referral share in our free GA4 dashboard.
Other industries