Who AI search surfaces for life insurance
nerdwallet.com anchors the life insurance retrieval pool (4/5 queries)
| # | Domain | Type | Queries | Mean pos. |
|---|---|---|---|---|
| 1 | nerdwallet.com | Aggregator | 4/5 | 1.5 |
| 2 | cnbc.com | Editorial | 3/5 | 5 |
| 3 | protective.com | Brand | 2/5 | 2.33 |
| 4 | mutualofomaha.com | Brand | 2/5 | 4 |
| 5 | progressive.com | Brand | 2/5 | 4.5 |
| 6 | fidelitylife.com | Brand | 2/5 | 5.33 |
| 7 | aflac.com | Brand | 2/5 | 5.5 |
| 8 | youtube.com | Editorial | 1/5 | 4 |
| 9 | ethos.com | Brand | 1/5 | 4 |
| 10 | moneygeek.com | Aggregator | 1/5 | 5 |
| 11 | guardianlife.com | Brand | 1/5 | 1 |
| 12 | money.com | Aggregator | 1/5 | 2 |
“Queries” = how many of the 5 sampled queries surfaced this domain in the top 10 (across 3 samples). Position is the mean rank when present.
By distinct domain the pool is 40% brand-owned, 33.3% aggregator/directory, 26.7% editorial. Brand pages hold the largest single share here, so your own domain can compete directly.
nerdwallet.com (aggregator) is the most consistently surfaced source, appearing in 4 of 5 sampled queries at a mean position of 1.5. Below them, cnbc.com (editorial) at 3/5 and protective.com (brand) at 2/5 also recur. 7 of the 30 distinct domains surface in two or more of the 5 queries; the rest appear once and drop out. Across the pool, brand-owned pages hold the largest share of what AI search retrieves here.
A comprehensive on-domain library is a credible lever in this category. The retrieval set is very stable run to run (top-10 overlap 0.9556), so a single snapshot is a reasonable read.
Methodology & limits: Snapshot only: 5 buyer-intent queries, 3 samples each, one time period. This maps the retrieval candidate pool (what AI search can draw from), not logged AI citations. Treat it as a directional signal, not a census.
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