AI Recommendation Report · Simply Business · 14 July 2026
AI names Simply Business, but it is not the business AI recommends first.
Executive summary
198 answers · 60 questions
Across the 198 AI recommendations we analysed, your business appeared in 28. Your largest competitor, Hiscox, appeared in 27.
To decide who to recommend, AI read 673 sources. 52 of those citations were Simply Business.
Of the 60 buying questions we put to 5 AI assistants, AI recommends you for 14, names you without recommending you for 12 and hands 33 straight to a competitor. One question is owned by nobody yet — the cheapest ground on the map.
Your AI Trust Score is 45 out of 100. AI is starting to trust you.
The quickest opportunity is “can you get landlord insurance same day”, where GEICO currently takes 2 of the 4 answers. A buying guide is the asset that competes for it.
Complete the first 5 actions and you are working on up to 65 of the 198 AI responses measured in this report.
ChatGPT did not answer any of the 60 questions we put to it, so it is not represented in this report. Everything else in this report completed normally.
In 117 of the 145 buying questions where AI chose freely, it never mentioned Simply Business once — and it named Hiscox in 27 of them.
Counted across 198 AI answers to 60 of your buyers’ real questions.
The problem
AI is recommending Hiscox to your customers, not Simply Business.
We put 60 of your buyers’ real questions to five AI assistants and read 198 answers. AI named you 28 times. It named you 28 times.
Who AI actually recommends
You are the business AI names most.
Counted across 198 answers to 60 questions your buyers actually ask. Counts, not percentages: a share-of-voice chart would round zero up into something that looks survivable.
Every assistant was asked all 60 questions except Google AI (20), which was asked only your highest-intent buying questions — the ones where a Google AI Overview actually appears. Its answers are counted against what it was asked, never against 60.
The evidence
What the AI engines told your customer.
ChatGPT did not return an answer for this question.
We asked: “what's the best business insurance for a small UK company”
“The best public liability (or general liability) insurance for tradespeople depends on the speed of your quoting process and project duration. Top providers for US-based trades include: Next Insurance: Best for instant, 10-minute quotes with same-day coverage Next Insurance. The Hartford: Best for comprehensive, long-term annual policies The Hartford General Liability Insurance. Thimble (by Markel): Best for short-term, on-demand policies for specific gigs or jobs . If you want me to help narrow down the right policy for you, tell me: What is your specific trade (e.g., plumber, carpenter, elec”
We asked: “best public liability insurance for tradespeople”
“# Business Insurance Quote Comparison There's no single "cheapest" provider since rates vary based on your: - Industry type - Business size - Location - Coverage needs - Claims history **That said, commonly competitive insurers include:** - **Insureon** - Known for affordable quotes, especially for small businesses - **The Hartford** - Often competitive for general liability - **Nationwide** - Good rates across multiple business types - **NEXT Insurance** - Competitive for startups and small businesses - **Hiscox** - Often affordable for professional services **Better approach than just ch”
We asked: “which business insurance provider has the cheapest quotes”
“There is no single "most affordable" professional indemnity (PI) insurance provider for everyone because premiums are **highly tailored to your specific business risk**. An insurer that is the cheapest for a freelance consultant may not be the most cost-effective for an architect or an accountant. Instead of looking for a "cheapest" brand, you can secure the most affordable price by understanding how to manage your risk profile and using the right channels to shop around. ### How to Find the Best Price * **Use Specialist Brokers or Comparison Sites:** Platforms like MoneySuperMarket, Go Co”
We asked: “most affordable professional indemnity insurance”
“For 2025, **Alan Boswell Group** (underwritten by Aviva) is the top-rated landlord insurance provider in the UK, receiving the highest customer rating of **4.9 stars** on Trustpilot/Feefo and ranking as the "Best Overall" with a **9.9/10** score [1][2]. **Key rankings and supporting details:** | Rank | Provider | Key Rating/Award | Notes | |------|----------|------------------|-------| | 1 | **Alan Boswell Group** | 4.9★ (Trustpilot); 9.9/10 | Highest feature scores; recommended for landlords with >1 property [1][2][3] | | 2 | **Payment Shield** | Top 5 | High customer rating and features [1”
We asked: “top rated landlord insurance in the UK 2025”
What you are still leaving on the table
Estimated revenue going to competitors in the answers you don't win — even though AI names you more than anyone else.
~100 buyers a month ask AI in your category · 45% of answers name a competitor · 20% convert · £500 average customer value.
Revenue Opportunity Map
Every buying question. And who AI hands it to.
AI recommends you
Named, not recommended
AI recommends a competitor
Nobody owns this yet
AI recommends a competitor · 33
Your AI Action Plan
What to change, in the order that changes the most.
1 / 10 unlocked
How this is ordered: by how many of your losing answers each action touches, weighted against the work it takes. The action that changes the most answers for the least effort is first. Difficulty and effort are our estimates, not measurements — everything else on this page was counted.
Create pricing and cost pages to be named in cost questions
AI only names providers in price questions when sites explicitly use price-related language. You're currently invisible in 90 competitor recommendations partly because Hiscox's site discusses cost directly and yours doesn't. Creating pages with 'cost', 'price', 'affordable', and 'cheap' in the page title and H1 will make you findable when business owners search for pricing information.
Targets the 90 answers where Hiscox was recommended instead of Simply Business. This is the single biggest gap: AI cannot connect your name to financial concerns, so it names competitors in cost-related questions.
- 01Create a new page at /guides/business-insurance-costs-pricing
- 02Write an H1 that includes 'cost' and 'price': 'How Much Does Business Insurance Cost? Pricing Guide for UK Businesses'
- 03Include 3-4 sections answering: 'What affects the price of business insurance?', 'How much should I budget?', 'Can I get affordable cover?', 'Are there ways to reduce my insurance costs?'
- 04In each section, reference Simply Business pricing examples or ranges (e.g., 'public liability cover from £X per year', 'landlord insurance starting at £Y')
- 05Include internal links to your main product pages and quote pages
- 06Ensure the words 'price', 'cost', 'afford', 'cheap', and 'budget' appear at least 15 times in body copy, not just headers
The buying questions this affects
- “AI answers cost questions without naming you, because your site lacks pricing pages”
The page to publish
Business Insurance Costs and Pricing Explained
/guides/business-insurance-costs-pricing
Content writer
Low(est.)
About 4 hours(est.)
Complete the first 5 actions and you are working on up to 65 of the 198 AI responses measured in this report.
Those 65 are the answers where AI named a competitor and never named you. That count is measured, not modelled. We cannot promise an assistant will change its answer — we can tell you exactly which answers are in play.
The number you move
Your AI Trust Score.
AI Trust Score
AI is starting to trust you
How much evidence an AI has to confidently recommend you. Four components, each counted from the answers in this report — and each one you can move.
Does AI know who you are, and is what it knows correct?
Named in 31 of 34 answers to questions that ask about you directly. 0 of 129 things AI said about you look wrong. 1 of 4 assistants said they have never heard of you.
How to move it
Publish one page that states plainly who you are, what you sell and who you serve — in the words your buyers actually use. AI cannot repeat what you have never said.
Do the sources AI actually reads mention you?
Your site was cited 52 times across 138 searched answers. Sources naming Hiscox were cited 908 times.
How to move it
Get named on the sources AI actually reads. They are listed, in order, in the Citation Gap section of this report. Being in them is the whole game.
When AI names you, does it have anything concrete to say?
AI named you in 68 answers, endorsed you in 32, and said something specific about you in 67.
How to move it
Give AI something concrete and correct to repeat: outcomes, numbers, credentials, guarantees. A brand with nothing specific to say gets listed, not recommended.
Across the questions your buyers ask, how many does AI know you for?
AI named you in 68 of 198 answers, across 26 of the 60 buyer questions we asked.
How to move it
Answer the buying questions AI is currently handing to a rival. They are ranked by what they are costing you in the Revenue Opportunity Map.
Become the business AI recommends.
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