Crane Index™ Research › AI Readability 2026 › Insurance
Crane Index™ · Annual edition
UK Insurance AI Readability 2026
As of 1 October 2026, the median UK insurance site scored 44 out of 100 on the Crane Index™, the measure of how readably a site presents itself to AI engines. Across the 124 sites a machine could read, scores ran from 20 to 78, a 58-point gap between the strongest and the weakest.
The 2027 edition is scheduled. UK AI Readability 2027 is pinned to the scan scheduled for 1 January 2027. The figures on this page stay fixed to 1 October 2026.
What this measures. The score reads how readably a site presents itself to AI engines: entity markup, structured data and machine resolvability. It is not a measure of design, brand or quality. A site can look excellent to a person and still be hard for a machine to read, and a low score is a readability finding, never a judgement on the business.
The field in 2026
The field was led by Direct Line at 78, with Everest next at 77. 8 sites cleared 70 out of 100, and 37 scored below 40.
At the foot of the field sat Samsung Life Insurance at 20, Atradius at 21, Aegon at 21. Each is a site a machine struggled to read, not a business doing anything other than well at what it does.
The full 2026 ranking
Composite out of 100, with the three reads behind it: AI Search Readiness (retrieval), Agent Readiness (execution) and Brand Representation.
| Rank | Organisation | Crane Index | Search | Agent | Brand |
|---|---|---|---|---|---|
| 1 | Direct Linedirectline.com | 78 | 69 | 91 | 74 |
| 2 | Everesteverestglobal.com/us-en | 77 | 72 | 83 | 76 |
| 3= | Next Insurancenextinsurance.com | 76 | 84 | 90 | 55 |
| 3= | State Farmstatefarm.com | 76 | 78 | 85 | 66 |
| 5= | Great Eastern Holdingsgreateasternlife.com/sg/en/personal-insurance.html | 73 | 77 | 91 | 51 |
| 5= | Lansforsakringarlansforsakringar.se/stockholm/privat | 73 | 67 | 89 | 64 |
| 7 | Samposampo.com | 71 | 68 | 65 | 80 |
| 8 | AMPamp.com.au | 70 | 65 | 80 | 64 |
| 9= | Bajaj Allianzbajajgeneralinsurance.com | 69 | 84 | 81 | 43 |
| 9= | Canopiuscanopius.com | 69 | 73 | 89 | 46 |
| 9= | Royal Londonroyallondon.com | 69 | 75 | 87 | 46 |
| 12= | American International Groupaig.com/home | 68 | 71 | 63 | 69 |
| 12= | NFU Mutualnfumutual.co.uk | 68 | 73 | 87 | 43 |
| 14= | Everywheneverywhen.co.uk | 66 | 80 | 85 | 34 |
| 14= | Howden Grouphowdengroup.com/us-en | 66 | 73 | 63 | 61 |
| 14= | MAPFREmapfre.com | 66 | 72 | 82 | 43 |
| 14= | MetLifemetlife.com | 66 | 73 | 68 | 58 |
| 14= | Voya Financialvoya.com | 66 | 64 | 76 | 58 |
| 19 | Chubbchubb.com/us-en | 65 | 63 | 87 | 46 |
| 20= | Alanalan.com | 64 | 72 | 65 | 54 |
| 20= | Arch Capital Grouparchgroup.com | 64 | 69 | 87 | 37 |
| 20= | Lemonadelemonade.com | 64 | 68 | 66 | 58 |
| 20= | New York Lifenewyorklife.com | 64 | 68 | 77 | 48 |
| 20= | Ping An Insurancepingan.com | 64 | 74 | 83 | 36 |
| 25 | UnitedHealth Groupunitedhealthgroup.com | 63 | 67 | 66 | 55 |
| 26 | Elevance Healthelevancehealth.com | 62 | 62 | 63 | 61 |
| 27= | Ameriprise Financialameriprise.com | 61 | 55 | 86 | 43 |
| 27= | Legal & Generallegalandgeneral.com | 61 | 75 | 63 | 46 |
| 27= | Oscar Healthhioscar.com | 61 | 69 | 86 | 28 |
| 30 | Assurantassurant.com | 60 | 58 | 82 | 41 |
| 31= | Arthur J. Gallagherajg.com | 59 | 57 | 86 | 34 |
| 31= | Hamilton Insurance Grouphamiltongroup.com | 59 | 62 | 83 | 32 |
| 31= | Inigo Insuranceinigoinsurance.com | 59 | 60 | 79 | 37 |
| 31= | Kaiser Permanentehealthy.kaiserpermanente.org/front-door | 59 | 64 | 69 | 44 |
| 35= | Molina Healthcaremolinahealthcare.com | 58 | 69 | 75 | 30 |
| 35= | Sagasaga.co.uk | 58 | 65 | 66 | 43 |
| 35= | Suramericanasuramericana.com | 58 | 66 | 85 | 23 |
| 38= | Gjensidigegjensidige.com | 57 | 62 | 69 | 40 |
| 38= | Phoenix Groupstandardlifeplc.com | 57 | 65 | 71 | 36 |
| 40= | Medibankmedibank.com.au | 56 | 71 | 52 | 46 |
| 40= | NN Groupnn-group.com | 56 | 63 | 63 | 41 |
| 40= | Principal Financial Groupprincipal.com | 56 | 63 | 63 | 43 |
| 43= | Cignacigna.com | 54 | 63 | 71 | 28 |
| 43= | Fairfax Financialfairfax.ca | 54 | 57 | 78 | 28 |
| 45= | Aflacaflac.com | 53 | 65 | 71 | 23 |
| 45= | Convex Groupconvexin.com | 53 | 63 | 82 | 13 |
| 45= | iA Financial Groupia.ca | 53 | 70 | 63 | 26 |
| 45= | Santamsantam.co.za | 53 | 54 | 63 | 41 |
| 49 | Brit Insurancebritinsurance.com | 52 | 47 | 69 | 40 |
| 50 | Farmers Insurancefarmers.com | 50 | 58 | 47 | 46 |
| 51= | Ki Insuranceki-insurance.com | 49 | 57 | 82 | 8 |
| 51= | The Travelers Companiestravelers.com | 49 | 61 | 63 | 23 |
| 53= | PartnerRepartnerre.com | 48 | 59 | 76 | 10 |
| 53= | Reinsurance Group of Americargare.com | 48 | 54 | 62 | 28 |
| 53= | Ryan Specialtyryanspecialty.com | 48 | 48 | 89 | 8 |
| 56 | Storebrandstorebrand.no | 47 | 57 | 68 | 15 |
| 57= | Brown & Brownus.bbrown.com | 46 | 54 | 71 | 13 |
| 57= | FWD Groupfwd.com/en | 46 | 44 | 34 | 60 |
| 57= | Manulifemanulife.com/ca/en/personal | 46 | 53 | 63 | 23 |
| 60= | Assicurazioni Generaligenerali.com | 45 | 45 | 71 | 20 |
| 60= | Zurich Insurance Groupzurich.com | 45 | 58 | 66 | 10 |
| 62= | CNP Assurancescnp.fr/particuliers | 44 | 55 | 68 | 8 |
| 62= | Guardian Lifeguardianlife.com | 44 | 57 | 63 | 13 |
| 62= | Locktonglobal.lockton.com/us/en | 44 | 58 | 62 | 13 |
| 62= | Talanxtalanx.com/en | 44 | 42 | 62 | 28 |
| 66= | American Family Insuranceamfam.com | 43 | 44 | 66 | 18 |
| 66= | GEICOgeico.com | 43 | 52 | 65 | 13 |
| 66= | Hippohippo.com | 43 | 58 | 62 | 8 |
| 69= | Aonaon.com/en | 42 | 50 | 62 | 13 |
| 69= | AXIS Capitalaxiscapital.com | 42 | 43 | 65 | 18 |
| 69= | Corebridge Financialcorebridgefinancial.com | 42 | 47 | 68 | 10 |
| 69= | Discovery Limiteddiscovery.co.za | 42 | 44 | 69 | 13 |
| 69= | Ecclesiasticalecclesiastical.com | 42 | 50 | 62 | 13 |
| 69= | esureesure.com | 42 | 53 | 62 | 10 |
| 69= | Marsh McLennanmarsh.com/en/home.html | 42 | 55 | 62 | 10 |
| 69= | Northwestern Mutualnorthwesternmutual.com | 42 | 53 | 59 | 13 |
| 69= | Progressiveprogressive.com | 42 | 49 | 63 | 13 |
| 69= | W. R. Berkleyberkley.com | 42 | 51 | 62 | 13 |
| 79= | Acrisureacrisure.com | 41 | 45 | 62 | 15 |
| 79= | Porto Seguroportoseguro.com.br | 41 | 49 | 62 | 13 |
| 79= | Root Insurancejoinroot.com | 41 | 47 | 62 | 15 |
| 79= | SCORscor.com/en | 41 | 43 | 68 | 13 |
| 79= | Thriventthrivent.com | 41 | 48 | 63 | 13 |
| 84= | Atheneathene.com | 40 | 47 | 66 | 8 |
| 84= | Cincinnati Financialcinfin.com | 40 | 47 | 63 | 10 |
| 84= | Co-operatorscooperators.ca/en/personal | 40 | 49 | 62 | 10 |
| 84= | Steadfast Groupsteadfast.com.au | 40 | 51 | 62 | 8 |
| 88= | Aetnaaetna.com | 39 | 52 | 56 | 10 |
| 88= | Chaucer Groupchaucergroup.com | 39 | 41 | 68 | 8 |
| 88= | Prudential plcprudentialplc.com/en | 39 | 42 | 62 | 13 |
| 88= | Sun Life Financialsunlife.com/en | 39 | 50 | 56 | 10 |
| 88= | UNIQA Insurance Groupuniqagroup.com/grp/home.de.html | 39 | 47 | 63 | 8 |
| 88= | USI Insurance Servicesusi.com | 39 | 37 | 65 | 15 |
| 94= | Coalitioncoalitioninc.com | 38 | 39 | 63 | 13 |
| 94= | Florida Bluefloridablue.com | 38 | 40 | 63 | 10 |
| 94= | Health Care Service Corporationhcsc.com | 38 | 39 | 62 | 13 |
| 94= | Markelmarkel.com | 38 | 43 | 62 | 10 |
| 94= | Old Mutualoldmutual.com | 38 | 40 | 55 | 18 |
| 94= | Vienna Insurance Groupgroup.vig | 38 | 47 | 53 | 13 |
| 100= | AXAaxa.com | 37 | 36 | 62 | 13 |
| 100= | Centenecentene.com | 37 | 45 | 59 | 8 |
| 100= | Great-West Lifecogreatwestlifeco.com | 37 | 42 | 58 | 10 |
| 100= | Hannover Rehannover-re.com/en | 37 | 44 | 58 | 8 |
| 100= | Unumunum.com | 37 | 40 | 62 | 8 |
| 100= | Wefoxwefox.com | 37 | 41 | 61 | 8 |
| 106= | Fidelity National Financialfnf.com | 36 | 36 | 62 | 10 |
| 106= | First Americanfirstam.com | 36 | 47 | 50 | 10 |
| 106= | MGICmgic.com | 36 | 37 | 62 | 8 |
| 106= | Pacific Lifepacificlife.com | 36 | 37 | 62 | 8 |
| 106= | Sanlamsanlam.com | 36 | 37 | 62 | 10 |
| 111= | Munich Remunichre.com/en.html | 35 | 44 | 50 | 10 |
| 111= | Sabre Insurancesabreplc.co.uk | 35 | 36 | 56 | 13 |
| 113= | Achmeaachmea.nl/en | 34 | 35 | 58 | 8 |
| 113= | Trygtryg.com/en | 34 | 37 | 58 | 8 |
| 115= | Beazleybeazley.com | 33 | 28 | 55 | 15 |
| 115= | China Life Insurancechinalife.com.cn | 33 | 24 | 61 | 15 |
| 115= | China Pacific Insurancecpic.com.cn | 33 | 29 | 56 | 13 |
| 118 | Suncorpsuncorpgroup.com.au | 31 | 25 | 59 | 8 |
| 119 | Helvetiahelvetia-baloise.com/corporate/hb/de/home.html | 28 | 35 | 40 | 8 |
| 120 | Samsung Fire & Marinesamsungfire.com | 27 | 21 | 52 | 8 |
| 121 | Equitable Holdingsequitable.com | 24 | 22 | 34 | 15 |
| 122= | Aegonaegon.com | 21 | 13 | 34 | 15 |
| 122= | Atradiusatradius.com | 21 | 15 | 34 | 15 |
| 124 | Samsung Life Insurancesamsunglife.com | 20 | 17 | 34 | 8 |
Download this edition: the full field as a spreadsheet (CSV), or the same run as JSON. Licensed CC BY 4.0, so it is yours to publish and build on with attribution. Every unreadable site carries empty score cells, never a zero.
This is the fixed 2026 edition, pinned to the scan measured 1 October 2026, so the figures on it do not change. The live field, re-run on the first of each month, is on the current Insurance benchmark. For how the score is built, see the methodology.
Licensed CC BY 4.0. Cite as: The Crane Index™, UK Insurance AI readability 2026, The Crane Consultancy, measured 1 October 2026. https://thecraneconsultancy.com/research/insurance-ai-readability-2026/