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US broker share prices tumbling after Insurify launched the first insurance comparison…

Emerging tech and AI2 min readSam Page

US broker share prices tumbling after Insurify launched the first insurance comparison app inside ChatGPT. WTW down 13%, Gallagher 10%, Aon 9%. Here's why...

Insurify's app lets US users compare car insurance through a conversation.
No forms, no multi-step journeys. Just some relatively simply questions.

It draws on 196 million quotes and 70,000+ verified reviews, and it's sitting inside ChatGPT, which has 800 million weekly users.

This is AI agents in practice - creating new go-to-market channels.

The risk is most pronounced in retail broking - commoditised lines where the buying decision is "relatively" simple. When a buyer can get a personalised comparison through a chat, the traditional journey starts to feel really clunky.

For me it's quite clear, insurance companies who lean into this will be the ones who survive and grow. Exploring how AI-enabled services and experiences can make them easier to find, easier to understand, and easier to do business with.

UK regulation means this won't land here as quickly. But the FCA is actively running AI sandbox trials, Homeprotect Home Insurance is already in the first live testing cohort, and a second wave of firms starts in April. The direction of travel is the same.

The lesson is pretty simple. If you're not looking at how AI-enabled experiences fit into your customer journey, you could get left behind.

Simple markets will feel it first.
Complex markets will take longer, but I believe follow eventually.

How your clients find you, research you, and decide to choose you is changing.

At 7DOTS we're helping organisations both be seen through AI, but also use it to enhance how they interact with prospects and customers, and become more efficient and effective as a business.

If that's something you're exploring, get in touch, we'd love to help.

First published on LinkedIn.

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GEThttps://sam-page.com/thinking/us-broker-share-prices-tumbling-after-insurify-launched-the-first-insurance-comp.mdtext/markdown; charset=utf-8

---
title: "US broker share prices tumbling after Insurify launched the first insurance comparison…"
url: https://sam-page.com/thinking/us-broker-share-prices-tumbling-after-insurify-launched-the-first-insurance-comp
date: 2026-02-10
author: Sam Page
type: Post or article
categories: [Emerging tech and AI, Customer experience]
reading_time: 2 min
summary: "US broker share prices tumbling after Insurify launched the first insurance comparison app inside ChatGPT. WTW down 13%, Gallagher 10%, Aon 9%. Here's why..."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7426955165951361024
---

# US broker share prices tumbling after Insurify launched the first insurance comparison…

US broker share prices tumbling after Insurify launched the first insurance comparison app inside ChatGPT. WTW down 13%, Gallagher 10%, Aon 9%. Here's why...

![](https://sam-page.com/img/thinking/us-broker-share-prices-tumbling-after-insurify-launched-the-first-insu-li1.webp)

Insurify's app lets US users compare car insurance through a conversation.  
No forms, no multi-step journeys. Just some relatively simply questions.

It draws on 196 million quotes and 70,000+ verified reviews, and it's sitting inside ChatGPT, which has 800 million weekly users.

This is AI agents in practice - creating new go-to-market channels.

The risk is most pronounced in retail broking - commoditised lines where the buying decision is "relatively" simple. When a buyer can get a personalised comparison through a chat, the traditional journey starts to feel really clunky.

For me it's quite clear, insurance companies who lean into this will be the ones who survive and grow. Exploring how AI-enabled services and experiences can make them easier to find, easier to understand, and easier to do business with.

UK regulation means this won't land here as quickly. But the FCA is actively running AI sandbox trials, Homeprotect Home Insurance is already in the first live testing cohort, and a second wave of firms starts in April. The direction of travel is the same.

The lesson is pretty simple. If you're not looking at how AI-enabled experiences fit into your customer journey, you could get left behind.

Simple markets will feel it first.  
Complex markets will take longer, but I believe follow eventually.

How your clients find you, research you, and decide to choose you is changing.

At 7DOTS we're helping organisations both be seen through AI, but also use it to enhance how they interact with prospects and customers, and become more efficient and effective as a business.

If that's something you're exploring, get in touch, we'd love to help.