Waseit

Waseit study · UK · collected 2026-07-31

Which insurance brokers do AI assistants recommend in London?

We asked ChatGPT, Gemini and Perplexity 6 real buying questions about insurance brokers in London - the way customers actually ask. Every answer named specific businesses: 26 names came back for this trade in this city.

The names the assistants cite most

  • 1.Aoncited 5 times · by gemini, openai, perplexity
  • 2.Gallaghercited 4 times · by gemini, openai, perplexity
  • 3.Marshcited 4 times · by gemini, openai, perplexity
  • 4.Howdencited 4 times · by gemini, perplexity
  • 5.WTWcited 3 times · by gemini, perplexity
  • 6.Hiscoxcited 3 times · by gemini, openai
  • 7.Willis Towers Watsoncited 3 times · by openai, perplexity
  • 8.Locktoncited 2 times · by openai, perplexity

Counts are citations across our sampled answers for this trade and city, collected 2026-07-31 via the assistants' APIs. Answers vary between runs - across the whole study, assistants agreed with each other on only 3% of names. A snapshot, honestly labelled, not a permanent ranking.

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Insurance brokers in other cities

Other trades in London

Full dataset and method: the 2026 UK study (1464 answers, 244 trade×city cells) · our methodology