AI readiness for insurance brokers

A comparison question where every competing answer is a structured product.

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The moment

Colin, who runs a commercial insurance brokerage

A small business owner asks an assistant which brokers arrange public liability cover for tradespeople, and what the process looks like.

What the agent needs: Which covers do you place, for which trades, and how does a quote start.

What actually happens: The product list is a set of icon tiles with no text, the trades served are inside a dropdown, and the quote journey begins in a third-party iframe. The assistant answers with two comparison sites.

Which dimensions decide it, and why

AIScan grades five dimensions. These are the ones that carry the outcome for this kind of business.

Content

Which covers you place, for which sectors, with which insurers — these are the facts the answer is built from, and icon tiles carry none of them.

Discoverability

One page per cover type, in the sitemap, is how a broker gets named for a specific product instead of being summarised as 'a broker'.

Capabilities

A quote journey that lives only in an iframe gives an agent nowhere to send the customer. A real URL for each product enquiry fixes it.

The checks that matter here

Fix guides: /docs/checks/content · /docs/checks/discoverability · /docs/platforms/wordpress

Most sites like this run on WordPress — read the WordPress playbook for where each fix lives.

Questions we get asked

Comparison sites dominate these answers. Can a broker compete?

For specialist covers, yes — assistants prefer a page that explains the specific trade requirement over a generic aggregator, when such a page exists in readable text.

We are regulated. Does structured data create risk?

No. It restates public marketing copy in a machine-readable form; the compliance rules that govern the copy are unchanged.

Do we need a page per cover type?

It is the highest-value change available. A single 'products' page can only ever be one answer.

Should indicative premiums be published?

A 'from' figure or a typical band, where compliant, is what gets you into a comparison instead of being described as 'quote on request'.

Does our FAQ content matter?

Considerably — explainer answers are the passages most often quoted, and the citation names you.

How do we test it?

Scan the site free at aiscan.site; C3 and E3 will show what survived the fetch.

Scan your site and see where you actually stand

Free, no account, about twenty seconds. The report names every failing check by ID, shows the evidence we found, and gives the fix for your platform — plus a hand-off prompt you can paste straight into Claude Code or Cursor.

Run a free scan npx aiscan-cli yoursite.com

Prefer to read first? Browse every check we run or the guide library.

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Also covers: insurance broker, commercial insurance, liability cover, business insurance, insurance agency, mortgage broker, financial adviser, pensions adviser, wealth management, protection adviser, claims management, risk consultancy, underwriting agency, landlord insurance, professional indemnity.