Overview Leaderboard Methodology
Industry Report

Direct-to-Consumer Auto Insurers

Auto insurance companies that sell policies primarily online or by phone, emphasizing price, digital tools, and self-service.

Brands tracked: 43
Brands analyzed: 43
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 323
Total responses: 1,680
Top Brand Overall?
Progressive
96/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Progressive
94

Highest score on the LBA metric in this industry.

Authority Leader?
Progressive
94

Highest score on the Authority metric in this industry.

TOM Leader?
Progressive
100

Highest score on the TOM metric in this industry.

Progressive is the default answer in AI responses for Direct-to-Consumer Auto Insurers

Progressive and GEICO together dominate AI responses for Direct-to-Consumer Auto Insurers. Both brands consistently surface unprompted, with the model treating them as the default answers for most category queries. Brands outside the top two face a structural disadvantage: users are usually given these two before the model even considers alternatives.

Brand Leaderboard All 43 Direct-to-Consumer Auto Insurers brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Progressive
progressiveintl.com
 94
94
100
96
2
GEICO
geico.com
 91
94
100
95
3
State Farm
statefarm.com
 86
39
81
65
4
Allstate
allstate.com
 85
40
69
62
5
Nationwide
nationwide.com
 72
32
57
51
6
USAA
usaa.com
 79
20
78
51
7
Liberty Mutual
libertymutual.com
 74
22
66
48
8
The Zebra
thezebra.com
 61
6
31
25
9
Travelers
travelers.com
 62
6
24
23
10
Policygenius
policygenius.com
 61
6
22
22
11
Root
root.com
 63
6
14
19
12
Compare.com
compare.com
 44
4
21
18
13
Amica
amica.com
 54
5
10
16
14
Direct Line
directline.com
 64
6
6
16
15
Erie Insurance
erieinsurance.com
 65
7
7
16
16
Metromile
metromile.com
 66
7
7
16
17
Admiral
admiral.com
 62
6
6
15
18
belairdirect
belairdirect.com
 60
6
6
15
19
Budget Direct
budgetdirect.com.au
 61
6
6
15
20
Churchill
churchill.com
 59
6
6
15
21
Esurance
esurance.com
 60
6
6
15
22
Hastings Direct
hastingsdirect.com
 60
6
6
15
23
Lemonade
lemonade.com
 59
6
6
15
24
Auto-Owners Insurance
auto-owners.com
 54
5
5
13
25
Clearcover
clearcover.com
 53
5
5
13
26
Dairyland
dairylandinsurance.com
 50
5
5
13
27
Direct Auto
directauto.com
 52
5
5
13
28
NerdWallet
nerdwallet.com
 40
4
9
13
29
NJM
njm.com
 53
5
5
13
30
The General
thegeneral.com
 52
5
5
13
31
Sonnet
sonnet.ca
 49
5
5
12
32
Youi
youi.com.au
 48
5
5
12
33
2
21st Century
21st.com
 43
4
4
11
34
CONNECT by American Family
connectbyamfam.com
 41
4
4
11
35
SafeAuto
safeauto.com
 43
4
4
11
36
Hugo
hugo.team
 38
4
4
10
37
Loop
loopinsurance.com
 40
4
4
10
38
Acceptance Insurance
acceptanceinsurance.com
 36
4
4
9
39
Dialdirect
dialdirect.co.za
 32
3
3
9
40
Elephant Insurance
elephant.com
 33
3
3
9
41
Mile Auto
mileauto.com
 31
3
3
8
42
Onlia
onlia.ca
 28
3
3
8
43
GoAuto Insurance
goautoinsurance.com
 20
2
2
6

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 323 shared Direct-to-Consumer Auto Insurers prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 323 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →