AI Quote and Comparison Analysis in P&C Insurance

In a world where people are increasingly turning to AI to help them make decisions, CI’s P&C Insurance research team has been seeing insurers follow suit by adopting AI into their digital channels—from search bars, chatbots and self-servicing tasks. More recently, insurers have begun partnering with companies like Insurify, an online AI-powered licensed insurance agency, to help users compare, customize and purchase insurance policies. In February 2026, Insurify launched a ChatGPT app, making it the first insurance app in Open AI’s directory.

In the wake of this partnership, the P&C insurance team at Corporate Insight stepped outside of our coverage set and into the world of AI to test how Insurify held up against traditional auto quote journeys. We found that insurers have a significant advantage over Insurify when it comes to delivering intuitive, user-friendly quote flows and comprehensive result pages.

We took the following into consideration for this research:

• Who would be using these tools? (i.e., most likely Gen Z and Millennials)
• How could these tools help or hinder prospective customers?
• Where are the results sourced from?

Methodology:

For the sake of consistency, we used the same methodology employed in our 2024 P&C Auto Quote Tools competitive research report, where we focused on the overall tool design and required inputs, as well as the resources and features that improve the user experience, including the structure of the final quote page. The 2024 report methodology consisted of quoting the persona of a 35-year-old single man with the following assumptions:

• Lived in Mason, OH
• Drove a 2022 Jeep Compass for everyday use
• Averaged 15,000 annual miles
• Did not have a driving record

Findings:

We began the AI quote flow with a simple, “I need an auto insurance quote” prompt, to which the program previewed three full-coverage auto insurance rates based on national averages, from USAA, State Farm and GEICO, and a + icon to load 8 more options. As we progressed through the quote by inputting information promoted by Insurify, we noticed that the AI program functions more like a weak aggregator rather than a true smart shopping assistant. It’s a generalist tool that does not benefit from years of underwriting expertise that are the foundations of insurer quote tools, ensuring purpose built UX.

Quote Flows

While ChatGPT users will most likely understand the “just start chatting” prompt-based interface, there isn’t much guidance on how to actually use the tool. Compared to a traditional auto quote tool—which guides users through the flow using a series of intuitive features such as dropdown menus, progress meters, and radio buttons—we noticed that for the average insurance shopper, the prompt-based interface may actually put more pressure on user prompt quality thus, making the AI auto quote experience feel like a command line, where LLM-savvy users could navigate the tool more accurately.

We then asked Insurify what information it needed for a complete quote.

We responded with the following:

• Full name: Joe Schmoe
• Date of birth: 11-23-1991
• Marital status: Single
• Credit score range (excellent / good / average / poor): Good
• Location Full address: *****, Mason, OH 45040
• Estimated annual mileage: 15k
• Primary use: commuting, pleasure
• Where the car is parked: garage
• Liability limits (e.g., 50/100/50 vs 100/300/100): 50,000
• Deductible (commonly $500 or $1,000): $1000
• Currently insured? (yes/no): Yes
• Current insurer: Safeco
• Any coverage lapses in the past few years: no

Compared to standard auto quote flows, like those of Allstate and Progressive, insurers have the upper-hand when it comes to delivering a more intuitive, UX-friendly model. Rather than having to manually input driver and vehicle information through Insurify’s LLM-model, insurers guide users through their respective flows using a series of dropdown menus, clearly labeled buttons and progress meters. This reduces cognitive load by allowing users to gather information one step at a time and eliminates visual clutter by keeping the experience from becoming too text-heavy. It is also worth noting that traditional quote tools are more forgiving when users make mistakes, as inputs are editable within the flow, and users can revisit different stages by clicking on the progress meter. If a user catches a mistake in an Insurify flow, they risk receiving inaccurate information because the model will have already generated a quote result based on the incorrect input.

Result Pages

To access a result page using Insurify, users must click the orange Compare button, which leads to an external Insurify page where users can review top quotes based on their inputs. Interestingly, the company uses radio buttons that allow users to make changes to their coverage type and bodily injury liability limits, which when edited, will yield a completely different set of top quotes. If users select the orange View button next to each carrier, they are navigated to the insurance company’s quote page, which requires an email address to receive the quote.

In contrast, Allstate and Progressive provide users with a comprehensive quote page immediately upon flow completion, along with pricing options and opportunities to add bundling options or opt into discounts.

Conclusion:

Insurify’s ChatGPT app represents an early but meaningful signal that AI-powered quote comparison tools are entering the P&C insurance shopping journey. However, based on our testing, the experience functions closer to a guided aggregator than a true smart shopping assistant — one that introduces more friction than it removes for the average insurance shopper. The two-step redirect from ChatGPT to Insurify’s external site, and then again to a carrier’s quote page, undercuts the seamlessness that makes AI tools appealing in the first place.

For carriers, the more pressing question isn’t whether tools like this will improve, but whether direct quoting channels will be differentiated enough to compete when they do. Traditional quote flows still hold a clear advantage in accuracy, personalization and actionability, but that gap narrows the moment carriers begin piping real-time rate data directly into AI platforms, raising the stakes for how insurers position and optimize their own digital channels.

Upon discussing these findings with my fellow UX colleague, Olivia De Sonne Ammaccapane, she summarized these tools perfectly:

An insurance company’s quote tool (with its myriad dropdowns, radio buttons, etc.) is a custom-built tool to its function, like a carving knife. You could use a butter knife (Insurify) to cut that same meat, but it’s going to take you ages and might be imprecise and, honestly, you might hurt yourself trying to get it to do a job it’s not specialized for.

As AI becomes further embedded into insurance shopping journeys and quote tools, CI will continue tracking how P&C insurance carriers and Insurtech platforms adapt their digital channels to meet consumer expectations.