Which commercial insurance brokers do ChatGPT, Gemini and Google AI recommend? (October 2026)
When mid-size US businesses ask AI engines which commercial insurance broker to use, the same handful of large brokerages is named. Marsh McLennan was named most often, in 38 of 55 answers (69.1%), followed by Gallagher (36) and Hub International (36). All 55 answers named at least one firm, and 89 different firms were named in total, 52 of them only once.
By Frederik Jakobsen, founder of Danish Lead Co and SourceRank AI. Measured 11 October 2026, published October 2026.
The firms AI named most often
Share of all 55 answers that named the firm as a provider, and how many answers on each engine named it. An answer counts once per firm however often it repeats the name.
100.0%
Answers that named at least one provider firm: 55 of 55. Every answer named firms.
89 firms
Distinct firms named across all 55 answers. 52 of them were named in only one answer.
26.8%
Share of all 410 firm mentions taken by the three most named firms, Marsh McLennan, Gallagher and Hub International.
| # | Firm | Answers naming it | Engines | ChatGPT of 12 | Gemini of 12 | Copilot of 7 | AI Mode of 12 | AI Overviews of 12 |
|---|---|---|---|---|---|---|---|---|
| 1 | Marsh McLennan | 38 of 55 69.1% | 5 of 5 | 8 | 9 | 6 | 9 | 6 |
| 2 | Gallagher | 36 of 55 65.5% | 5 of 5 | 8 | 5 | 6 | 10 | 7 |
| 3 | Hub International | 36 of 55 65.5% | 5 of 5 | 5 | 11 | 3 | 10 | 7 |
| 4 | Lockton | 33 of 55 60.0% | 5 of 5 | 9 | 8 | 6 | 4 | 6 |
| 5 | USI Insurance Services | 29 of 55 52.7% | 5 of 5 | 6 | 8 | 2 | 7 | 6 |
| 6 | Aon | 27 of 55 49.1% | 5 of 5 | 6 | 8 | 6 | 4 | 3 |
| 7 | Alliant Insurance Services | 27 of 55 49.1% | 5 of 5 | 5 | 8 | 3 | 7 | 4 |
| 8 | Brown & Brown | 19 of 55 34.5% | 5 of 5 | 4 | 4 | 3 | 4 | 4 |
| 9 | WTW | 18 of 55 32.7% | 5 of 5 | 4 | 7 | 3 | 2 | 2 |
| 10 | Acrisure | 12 of 55 21.8% | 5 of 5 | 3 | 1 | 3 | 2 | 3 |
| 11 | EPIC Insurance Brokers & Consultants | 7 of 55 12.7% | 5 of 5 | 1 | 3 | 1 | 1 | 1 |
| 12 | NFP | 5 of 55 9.1% | 4 of 5 | 1 | 1 | 2 | 0 | 1 |
| 13 | IMA Financial Group | 5 of 55 9.1% | 4 of 5 | 2 | 1 | 1 | 0 | 1 |
| 14 | Embroker | 5 of 55 9.1% | 4 of 5 | 1 | 2 | 0 | 1 | 1 |
| 15 | Newfront | 4 of 55 7.3% | 2 of 5 | 0 | 3 | 0 | 0 | 1 |
Top 15 of 89 firms. Engine columns show answers naming the firm out of that engine's measured answers. Firms with the same count are listed in the order the data was read.
What the answers show
- +Marsh McLennan (38 of 55 answers, 69.1%), Gallagher (36), Hub International (36) and Lockton (33) lead. The tenth most named, Acrisure, was named in 12 answers; no firm below it was named in more than 7.
- +The engines split on the leader: ChatGPT named Lockton most (9 of 12), Gemini Hub International (11 of 12), and Google AI Mode Hub International and Gallagher (10 each).
- +The answers also name insurers and digital brokers next to the brokerages, such as Embroker (5 answers) and The Hartford (3), so a broker competes with more than other brokers for these slots.
- +5 of Copilot's 12 answers came back written for a buyer outside the US (Türkiye, Uzbekistan, India, Netherlands, Bangladesh), a side effect of the third-party service we query Copilot through, which runs each session from a random location. They are excluded, so only 7 Copilot answers are counted here.
What each engine named
The most named firm per engine.
| Engine | Answers | Named a provider | Distinct firms | Most named firm on that engine |
|---|---|---|---|---|
| ChatGPT | 12 | 12 of 12 100.0% | 40 | Lockton (9 of 12) |
| Gemini | 12 | 12 of 12 100.0% | 31 | Hub International (11 of 12) |
| Microsoft Copilot | 7 | 7 of 7 100.0% | 42 | Marsh McLennan, Gallagher, Lockton and 1 more tied (6 of 7) |
| Google AI Mode | 12 | 12 of 12 100.0% | 19 | Hub International, Gallagher (10 of 12) |
| Google AI Overviews | 12 | 12 of 12 100.0% | 39 | Gallagher, Hub International (7 of 12) |
First-pick agreement: in 9 of the 12 questions where at least two engines named a firm, two or more engines named the same firm first. Marsh McLennan was named by 5 of 5 engines.
The sources behind the recommendations
Most cited domains in the 32 answers that showed a source list. Insurance trade publications and shortlist sites lead.
| # | Cited domain | Kind | Answers citing it |
|---|---|---|---|
| 1 | myshortlister.com | Other (blogs, listicles, publishers, other vendors) | 7 of 32 21.9% |
| 2 | insurancejournal.com | Other (blogs, listicles, publishers, other vendors) | 7 of 32 21.9% |
| 3 | alliant.com | A named firm's own website | 5 of 32 15.6% |
| 4 | clutch.co | Directory, review or analyst site | 4 of 32 12.5% |
| 5 | insurancebusinessmag.com | Other (blogs, listicles, publishers, other vendors) | 4 of 32 12.5% |
| 6 | thehartford.com | A named firm's own website | 3 of 32 9.4% |
| 7 | brokersbloc.com | Other (blogs, listicles, publishers, other vendors) | 3 of 32 9.4% |
| 8 | thecoylegroup.com | Other (blogs, listicles, publishers, other vendors) | 3 of 32 9.4% |
| 9 | revenuebase.ai | Other (blogs, listicles, publishers, other vendors) | 3 of 32 9.4% |
| 10 | nerdwallet.com | Other (blogs, listicles, publishers, other vendors) | 3 of 32 9.4% |
| 11 | epicbrokers.com | Other (blogs, listicles, publishers, other vendors) | 3 of 32 9.4% |
| 12 | riskroom.net | Other (blogs, listicles, publishers, other vendors) | 2 of 32 6.2% |
Out of the 32 answers that carried a source list (112 distinct domains). Sources per engine: ChatGPT 0 of 12, Gemini 7 of 12, Copilot 7 of 7, AI Mode 6 of 12, AI Overviews 12 of 12.
| Source kind | Answers citing at least one |
|---|---|
| Other (blogs, listicles, publishers, other vendors) | 30 of 32 93.8% |
| A named firm's own website | 18 of 32 56.2% |
| Directory, review or analyst site | 6 of 32 18.8% |
| Social and video | 2 of 32 6.2% |
| Community forum | 1 of 32 3.1% |
An answer can cite several kinds, so the rows do not sum to the total. "A named firm's own website" means the domain matches the name of a firm named in this category.
What the named firms have in common
The ten most named firms were each named in at least 12 answers and together took 67.1% of all 410 firm mentions.
How a firm in this category gets named
Being named depends on what the engines read. In this category, of the 32 answers that showed their sources, 18 cited a named firm's own website and 6 cited a directory, review or analyst site. Below the national names, the industry questions (construction, trucking, technology, healthcare) are where specialists appear, such as Reliance Partners (3) and Truck Writers (4) for the trucking fleet. A broker with a real practice in one industry, described specifically on its own site and in the trade publications the engines cite (insurancejournal.com was cited in 7 answers), is the one that gets added to the list. This is the work SourceRank AI does, described on the services page. The free site readiness check shows whether your site is structurally ready to be cited; it checks your site, it does not measure answers like the ones on this page. To see where your own firm stands in these answers, book a call.
Exactly what was measured
| Parameter | Value |
|---|---|
| Date | 11 October 2026, one run |
| Buyer questions | 12, each phrased as a buyer asking for a provider, varied by size, budget, situation and switching. Full list below |
| Answer engines | 5: ChatGPT, Gemini, Microsoft Copilot, Google AI Mode, Google AI Overviews |
| Engine cells | 60. One question on one engine |
| Answers measured | 55 of 60. The denominator for every share on this page. 5 Copilot answers were written for a buyer outside the US, a side effect of the third-party service we query Copilot through, and are excluded |
| Market | United States, English. Google AI Mode and AI Overviews were queried with a US location. ChatGPT, Gemini and Copilot were not given a location, the same as in our client measurement runs; Copilot answers that assumed a buyer abroad are excluded |
| Sources | Cited sources come from Gemini, Copilot, Google AI Mode and Google AI Overviews. ChatGPT's answers in this run came back without a machine-readable source list, so ChatGPT is not in the source tables |
| Firm extraction | One language model call per answer listed the firms the answer named as providers, excluding directories, publications, citation labels and tools. Names were normalised and aliases merged. A hand check of 20 answers across the study is reported on the hub page |
| Not measured | Location personalisation for the chat engines, logged-in or personalised sessions, run-to-run variation (this is a single run, and the same question asked again can return different firms), and model versions, which change without notice |
All 12 buyer questions
- Best commercial insurance brokers for a mid-size business in the US
- Which commercial insurance broker should a 300-employee manufacturer use?
- Top business insurance brokers for companies with $50 million to $500 million in revenue
- We are unhappy with our current commercial insurance broker. Which broker should we switch to?
- Best insurance broker for a construction company's general liability and workers comp
- Which commercial insurance brokers are best for technology companies that need cyber and D&O coverage?
- Recommend a commercial insurance broker in California for a mid-size distribution company
- Top commercial insurance brokerages in the United States
- Best commercial insurance broker for a trucking company with a fleet of 50 trucks
- Which independent commercial insurance brokers are best for mid-market companies?
- Best insurance broker to lower property and casualty premiums for a mid-size company
- Which commercial insurance brokers are best for healthcare organizations?
Cite this research
Journalists, analysts and writers are welcome to quote, chart and republish the figures on this page. Please credit SourceRank AI and link to this page as the source. For the underlying data, a comment from Frederik Jakobsen or a category we have not covered, see the press page.
Suggested citation
SourceRank AI (2026). Which commercial insurance brokers do ChatGPT, Gemini and Google AI recommend? Measured 11 October 2026. https://sourcerankai.com/research/who-ai-recommends/commercial-insurance-brokers/
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<a href="https://sourcerankai.com/research/who-ai-recommends/commercial-insurance-brokers/">Which commercial insurance brokers do ChatGPT, Gemini and Google AI recommend? (SourceRank AI, October 2026)</a>Where to go next
All 22 category studies
Who AI recommends across 22 B2B categories, with the cross-category findings and the full method.
What AI engines cite by industry
The source mix behind AI answers in ten industries, from our September 2026 measurement runs.
AEO for this industry
What we do for firms in this space, and the questions their buyers ask AI.
Common questions
Which commercial insurance brokers does ChatGPT recommend?
In this October 2026 run ChatGPT named Lockton most often, in 9 of its 12 answers. Across all five engines the most named were Marsh McLennan (38 of 55 answers), Gallagher (36) and Hub International (36).
Do ChatGPT, Gemini and Google AI recommend the same commercial insurance brokers?
Partly. Marsh McLennan was named by 5 of the 5 engines, and in 9 of the 12 questions at least two engines named the same firm first. Below the top few names the lists diverge: 52 of the 89 firms were named in only one answer.
How was this measured?
12 buyer questions asking for commercial insurance brokers were put once to ChatGPT, Gemini, Microsoft Copilot, Google AI Mode and Google AI Overviews on 11 October 2026, from a US English context. 55 answers were measured, and the firms each answer named as providers were extracted and counted once per answer. It is a single run, and the same question asked again can return different firms.