The trend: A wave of insurance apps inside ChatGPT is turning property and casualty (P&C) policy shopping from a forms-and-quizzes experience into a conversation. These ChatGPT apps represent a shift in where insurance discovery happens. Until now, comparison shopping sat on aggregator websites or carrier sites. Large language models (LLMs) add a third channel.

• Experian launched an auto insurance comparison app inside ChatGPT that lets users ask questions, review coverage options, and compare estimated rates from more than 37 carriers. Prospects are then directed to Experian’s site to complete the process.
• Insurify introduced a similar ChatGPT comparison app for auto insurance that collects a detailed driver profile inside the chatbot and offers personalized estimates before handing off to Insurify to finalize and bind the policy.
• Tuio, a Spanish digital insurer, launched a home insurance app on ChatGPT in partnership with WaniWani, which provides AI distribution infrastructure for financial services within LLMs. The app lets users get personalized home insurance quotes through conversation; policy binding within the chatbot is planned but not yet live.

Implications for insurers: Comparison sites have already claimed early territory inside ChatGPT, meaning carriers risk the same disintermediation in LLMs that they face in traditional online shopping. The current apps still hand users off to complete quotes or finalize policies on external sites, but as conversational AI matures, more of the shopping process will move inside the chatbot.

Carriers that treat chatbots as a new distribution channel stand to own the customer relationship from start to finish.