Aviva Leads in AI Visibility
With 11.0% Share of Voice vs Legal & General's 9.3%, Aviva dominates AI visibility in this analysis with a 1.7 percentage point lead.
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Legal & General vs Competitors
360° AI Visibility Analysis
L
Legal & General
VS
B
Bupa
VS
A
Allianz UK
VS
P
Prudential plc
VS
A
Aviva
VS
A
AXA Health
VS
D
Direct Line Group
Aviva
11.0%
Leader
Legal & General
9.3%
Bupa
8.8%
AXA Health
3.0%
Allianz UK
0.5%
Prudential plc
0.5%
Direct Line Group
0.5%
Room to Grow
Share of Voice
How often each brand is mentioned when AI assistants answer relevant queries.
Visibility Comparison
Side-by-side comparison of mention rates, citation rates, and primary recommendations across brands.
Sentiment Analysis
How positively or negatively AI assistants describe each brand when responding to queries.
Neutral
Legal & General
Score in full report
Neutral
Aviva
Score in full report
Neutral
Bupa
Score in full report
Neutral
Allianz UK
Score in full report
Neutral
Prudential plc
Score in full report
Neutral
AXA Health
Score in full report
Neutral
Direct Line Group
Score in full report
Detailed Metrics
Breakdown of visibility metrics including overall score, mention rate, citation rate, and primary recommendation rate.
| Company | Overall Score | Mention Rate | Citation Rate | Primary Rec. Rate |
|---|---|---|---|---|
| Legal & General |
Low
|
Upgrade | Upgrade | Upgrade |
| Bupa |
Low
|
Upgrade | Upgrade | Upgrade |
| Allianz UK |
Low
|
Upgrade | Upgrade | Upgrade |
| Prudential plc |
Low
|
Upgrade | Upgrade | Upgrade |
| Aviva |
Low
|
Upgrade | Upgrade | Upgrade |
| AXA Health |
Low
|
Upgrade | Upgrade | Upgrade |
| Direct Line Group |
Low
|
Upgrade | Upgrade | Upgrade |
Visibility Gaps Identified
13 gaps found13
Visibility Gaps Detected
These are queries where competitors appear but you don't — each represents potential customers you're losing to competition.
7 transactional3 recommendation2 comparison1 informational
Bupa and Aviva dominate these queries
Unlock full report to see exact gap queries and conquest opportunities
Visibility by Query Intent
Informational
(15 queries)
0%
Low visibility
Transactional
(30 queries)
10%
Low visibility
Comparison
(21 queries)
43%
Opportunity area
Recommendation
(15 queries)
0%
Low visibility
Visibility by Query Type
Generic Industry Queries (5)
Brand-Specific Queries (70)
Comparison Queries (6)
Query Performance Matrix
C Cited
M Mentioned
- Not Present
Gap Opportunity
Query-by-query breakdown showing which brands appear in AI responses — C means cited as top recommendation, M means mentioned, Gap means competitors appear but you don't.
| Query | Intent | Platform | Legal & General | Bupa | Allianz UK | Prudential plc |
|---|---|---|---|---|---|---|
| I'm over 50 and looking for life insurance in the UK, what are the key differences between policies from Legal & General, Aviva and other providers? | Comparison | Gemini | C | - | - | - |
| Comparing Aviva's over 50 life insurance to Legal & General's, which offers better value for money if I'm a smoker in Birmingham? | Comparison | Gemini | M | - | - | - |
| ⚠️ How much does a comprehensive health assessment cost in the UK? | Transactional | Gemini | - | C | - | - |
| What kind of mental health support is typically offered through an Employee Assistance Programme in the UK? | Informational | Gemini | - | - | - | - |
| How much does motorbike insurance typically cost in the UK for someone with 5 years no claims bonus and a clean driving license? | Transactional | Gemini | - | - | - | - |
Topic Analysis
9 topics analyzedVisibility rate shows how often each brand appears when AI assistants answer queries on this topic. Rates are independent — multiple brands can appear in the same response, so percentages may not sum to 100%.
STRONG = You lead competitors. GAP = Competitors lead you. OPPORTUNITY = Low visibility across all brands — potential whitespace.
Pricing & Fees
⚠ GAP
Legal & General
0%
Bupa
42%
Allianz UK
0%
Prudential plc
0%
Mobile & Digital
⚠ GAP
Legal & General
25%
Bupa
25%
Allianz UK
0%
Prudential plc
0%
General Info
⚠ GAP
Legal & General
0%
Bupa
0%
Allianz UK
0%
Prudential plc
0%
Comparisons
💡 OPPORTUNITY
Legal & General
24%
Bupa
10%
Allianz UK
2%
Prudential plc
2%
Product Features
💡 OPPORTUNITY
Legal & General
8%
Bupa
0%
Allianz UK
0%
Prudential plc
0%
Customer Service
💡 OPPORTUNITY
Legal & General
0%
Bupa
25%
Allianz UK
0%
Prudential plc
0%
Switching
💡 OPPORTUNITY
Legal & General
0%
Bupa
0%
Allianz UK
0%
Prudential plc
0%
Account Opening
—
Legal & General
0%
Bupa
0%
Allianz UK
0%
Prudential plc
0%
+7 more topics in full report
0
Topics where you lead
3
Topics with gaps to close
6
Topics neutral/emerging
Priority Gap Topics
Focus your content on: Pricing & Fees General Info Mobile & Digital. Competitors are winning these conversations. Upgrade to reveal
Business Impact Analysis
Estimated business value of AI visibility based on market size, customer acquisition potential, and operational efficiency gains.
UK insurance market size
348bn
AI-Influenced Decisions
18% AI-influenced decisions
AI Search Growth (YoY)
35% YoY
AI assistants are becoming the first touchpoint for financial research
Untapped Customer Opportunity
2,929
potential customers/month via AI
With only 9% Share of Voice, competitors are capturing most AI-influenced customers. This shows your growth potential if visibility improves.
CAC Reduction Potential
£XXX
saved per customer
Upgrade to unlock
Competitive Position
Trailing
1.7% behind Aviva
Your visibility:
9.3%
Top competitor:
11.0%
Customer Journey Coverage
Discovery & Research
Critical Gap
Comparison Shopping
Needs Work
Final Selection
Critical Gap
Ready to Switch
Critical Gap
Recommendation:
Focus on creating content for the "Discovery & Research" stage
Technical AEO Score
How well your website is optimized for AI crawlers and assistants — covering schema markup, content structure, and machine readability.
55
/100
🟡 Foundation
Baseline ready
No barriers - competing on content merit alone
Visibility Impact
Up to 20%
Urgency
Optimize when convenient
What does Technical AEO Score mean?
Technical AEO is necessary but not sufficient for AI visibility. A high score ensures AI assistants can access, understand, and attribute your content — but your content quality and authority determine if you actually win recommendations. Think of it like SEO: perfect technical setup removes barriers but doesn't guarantee rankings.
Strategic Recommendations
Prioritized actions to improve your visibility in AI assistant responses based on gap analysis and competitive positioning.
high
Close visibility gap: 'Which companies in the UK offer the best health insurance po'
Competitors Aviva, AXA Health appear for this query but Legal & General doesn't. This is a missed opportunity where Legal & General should be visible.
Capture missed traffic and visibility