Insurance apps inside ChatGPT, and when an app beats an ad

Ads are one way into ChatGPT. The other is an app that quotes inside the chat. We found 64 insurance apps with a source showing them live; the company itself confirms 29 of them. Nobody buys inside ChatGPT: every app sends the buyer to the insurer’s own site, as OpenAI’s rules require. Most show an estimate, not a price you can bind. An app needs a rating engine your developers can call. An ad needs a quote page and $25 a day.

Liberty Mutual does not need an ad to quote you inside ChatGPT. Since May, someone in Ohio can add its app, answer a few questions and get an auto quote from Liberty’s own rating engine, without leaving the chat.

That is the second way into ChatGPT, and 64 insurance apps use it. This chapter covers who has one, what they really do, and whether your business needs an app, an ad, or neither yet.

What is an insurance app in ChatGPT?

A small quoting tool that runs inside the chat. OpenAI now calls them plugins; Insurify’s August release says “plugin (formerly known as an app).”

The flow is short. The person adds the app or names it in the chat. It asks three to six questions: ZIP code, car or plate, age, address, trade. It shows an estimate or a quote card. Then a button sends them to the insurer’s site to finish. Plymouth Rock’s own instructions: add the app, enter your home address, answer a few questions, then press “Continue to purchase.”

Most need no account. Waniwani found that 84% of the finance apps it reviewed require no login.

An app is not an ad. It sits inside the conversation when someone uses it. An ad sits under an answer for someone who may never have heard of you. OpenAI’s rules also forbid apps from serving ads.

Which insurers have one?

We found 64 with at least one source showing them live. The company itself confirms 29, trade press 18, and 17 rest on a single secondary source or a directory listing. By region: 23 in the US, 12 in the UK, 23 in continental Europe, 2 each in Canada and Australia, and 2 that sell across borders. By type: 20 agencies and brokers, 17 carriers, 16 comparison sites, 6 MGAs and 5 others.

In the US, 17 are confirmed by the company or by trade press:

Not every app is built by the company that sells through it. Coverager reports that MetLife’s listing names Fletch, which runs its own pet comparison app, as the developer.

Outside the US: Aviva, MoneySuperMarket, Compare the Market, GoCompare and ManyPets in the UK; Tuio in Spain, whose approval Tuio and Waniwani announced on February 9; APRIL Moto and MAIF in France; Manulife in Canada; BizCover in Australia.

Two things the list is not. It is not complete: Waniwani counts 83 insurance apps but names only 18, and OpenAI’s directory cannot be read without signing in. And “first” means little here. Insurify and Tuio both announced on February 9, and at least three carriers have claimed a first.

Can people buy insurance inside ChatGPT?

No. Not today.

OpenAI’s plugin rules say it plainly: “Plugins should use external checkout, directing users to complete purchases on your own domain.” Every app we found does that. Liberty Mutual sends people to LibertyMutual.com to “bind their policy.” Plymouth Rock ends on a “Continue to purchase” button. Insurify sends buyers to the insurer’s site or to its own agency.

Some trade coverage said otherwise. It reported buying inside the chat for APRIL Moto, Liberty Mutual and Plymouth Rock. The companies’ own pages say the sale finishes on their site. Waniwani checked the tools every finance app in its review publishes and found none that takes payment or binds cover.

The rules also limit what an app may ask. No card data, no protected health information, no Social Security numbers. That matters for life, health and Medicare lines.

Is the price real?

Usually it is an estimate.

Of the 64 apps, 30 call their number an estimate, indicative or preliminary. 13 say it is a real price, mostly by their own claim. Two show no price, and for 19 we could not tell. Waniwani found nine apps that send a genuine request to insurers and return live carrier prices.

Then there is licensing. Liberty Mutual launched in 7 states (Arizona, Kentucky, Ohio, Missouri, New Mexico, Utah, Wisconsin) and plans more than 40 by the end of 2026. Insurify quotes in real time in 11 states. Plymouth Rock covers 6 in the Northeast. Waniwani’s line on the rest: “Of the US apps, almost none name the states they serve.”

If you build one, name your states in the app and confirm the buyer’s state on the page it hands off to. The same rule as for ads in Chapter 5.

Do insurance apps bring in customers?

One company has published numbers. Insurify says ChatGPT-referred traffic grew 151%, and revenue from those visitors grew 212%, in the six months after its February launch. It says the share of new customers who found it through ChatGPT and AI conversations rose from 0.15% in the first half of 2025 to 5.7% in the first half of 2026.

Those are Insurify’s own figures, with no method published. No other insurer has released results. Treat apps the way Chapter 7 treats ads: promising, mostly unmeasured, and worth measuring yourself.

Ads or an app: which does your business need?

My view: most insurance businesses should start with ads. A test runs in 14 days on a page you already have. An app is a build, and it mostly reaches people who already know your name.

An app makes sense when three things are true: you have a rating engine you can call in real time, your brand is one people ask for by name, and you can name the states you quote. That describes carriers, MGAs with their own rating and the comparison sites, which is who has built them so far. For an agency without its own rating, an app has little to show.

What about Claude and Gemini?

Nothing to quote with yet. Waniwani found one insurance-category app on Claude, and it is a claims-operations tool, not a way to buy. We found no consumer insurance quoting app on Gemini. For now, quoting inside an AI assistant is a ChatGPT channel.

FAQs

How does an insurer get an app into ChatGPT?

Build it to OpenAI’s plugin specification, then submit it from a verified organization for review. It must follow OpenAI’s plugin guidelines: checkout on your own site, only the data it needs, and no card data, protected health information or government ID numbers. Check your state rules on online quoting before you submit.

Does having an app help my ads, or the other way round?

Not that anyone has shown. They are separate products. An app does not show ads, and an ad does not open your app. Measure each on its own.

Is Kin in ChatGPT?

Not as an app. Kin has opened home insurance quoting on its own website to AI shopping agents, as Coverager reported. That is a third route: the agent comes to your site instead of you building inside ChatGPT.