One Australian insurer is buying ChatGPT’s insurance ad slot almost alone. Research from Somantra, the Sydney-based AI search brand visibility platform, found that Budget Direct was the only one of 20 tracked insurers with ads selling insurance across 34,279 ChatGPT insurance queries.
Budget Direct recorded 7,029 ads. That is 19.9% of all ads and 60.7% of the ads that sold insurance. Its ad appeared under 19.6% of all responses. Together with the broker Consolidated Insurances, Budget Direct accounted for 92% of the insurance sector’s ads. Allianz, NRMA and AAMI, the other three insurers ChatGPT mentions most, had no ads.
RACV recorded five ads, all promoting resorts rather than insurance. Canstar, the name ChatGPT mentioned and cited most often in the sample, also had no ads. Brokers and comparison sites held 32% of the ads that sold insurance.
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The gap matters because rival ads sit directly beneath the answers that name established insurers. Budget Direct’s ad appeared under 21% to 35% of the responses that mention each of its eight most-mentioned rivals.
Somantra’s study shows that Budget Direct ran a focused campaign. It used 39 ad versions linking to 5 pages, all for car insurance. Its most common ad text was built around “online quote in minutes”, appeared on 43.8% of its ads.
“The insurers ChatGPT names most often have left the ad slot to a single competitor,” said Arun Prasad, Founder of Somantra. “An insurer can appear in thousands of answers and still have a rival’s ad directly underneath. Being mentioned and being advertised are now two separate contests. Most Australian insurers are competing in only one, and many are not yet measuring either.”
Allianz, NRMA and AAMI lead on brand mentions, but leave the ad slot under those answers to a rival who can leverage it to grow brand mindshare. Across product categories, Budget Direct’s ad appears under 21% to 35% of the responses that mention each of its main rivals. The study shows that just being included in a response puts Budget Direct in front of 1 in 10 people. But when it’s ad presence is included then it puts Budget Direct’s brand in front of more than 1 in 4.
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