On AI distribution and the future of services.
Buyers now ask ChatGPT which insurer, bank or provider to pick. This GEO 101 explains how AI assistants build those answers, which pages they cite, which tactics have evidence behind them, and how to measure your brand's visibility.
At ITC Vegas, our CEO Robin Diligent spoke with McKinsey about AI agents and insurance distribution. Here are the four ideas that matter most for insurers.
Insurify's AI Agent Gateway lets AI agents like Muse get real-time quotes under Insurify's own rules. It is good progress, but the insurance market needs one shared standard, agreed by insurers and owned by regulators.
128 apps on ChatGPT can quote, apply or start buying a financial product. 74 are insurance, Europe outnumbers the US 56 to 49, and 71 of the 74 insurance apps end at a price. Here is the public-data picture, app by app.
Google just added third-party apps to Search and Gemini, so every major AI platform now has a way to let outside services in. This is not a developer story. For any company that sells insurance, banking, or a quote-based service, the channel their customers use just became singular, transactable, and measurable. Here is what it means.
Both OpenAI and Anthropic now run public submission pipelines for third-party apps, and both put a human review in front of the directory. Here is what the ChatGPT and Claude approval processes actually look like, side by side, and where they trip up regulated products.
Getting your app into ChatGPT's directory is not the same as getting it recommended. Discovery runs on intent matching against your tool definitions, not keywords. Here is what drives visibility, the mistakes that bury apps, and why the measurement layer is what makes any of it repeatable.
On 6 July 2026 the FCA published the Mills Review, the first AI review initiated by a financial regulator globally. It says consumer journeys will become agent-led by 2030 and that whoever controls the AI interface controls which products get seen, ranked, and bought. That is the distribution shift, described in regulatory language.
Shopify just gave millions of merchants a dashboard to measure sales from ChatGPT, Gemini, and Copilot. It is a strong sign that AI is now a real, measurable distribution channel. But the tools are built for products with a SKU. Services that sell a quote, not a product, get the signal and none of the tooling.
55% of US consumers already asked AI for financial advice in 2026. Now ChatGPT lets them connect bank accounts from 12,000+ institutions. For financial services vendors, AI is no longer just a discovery channel. It's becoming the primary interface for financial decisions.
ChatGPT built a store. Claude built a recommendation engine. The user does not browse Claude's directory; Claude reads the conversation and surfaces the right connector itself. That design choice rewrites the distribution rules for any business selling through AI. The reason Claude's mechanic feels mature has one structural answer: its consumer surface grew out of coding.
WaniWani's full methodology for testing and scoring financial services apps on ChatGPT, Claude, and Gemini. Five axes, 25-point scale, and the reasoning behind each one.
Insurance has the highest quote abandonment of any sector. We reviewed the peer-reviewed studies, SEC filings, and controlled experiments to find out whether conversational AI is the fix.
ChatGPT referral traffic converts at 15.9% vs 1.76% for Google organic, even without any special integration. This article explains why AI-referred leads convert so much better, backed by conversion data, attribution research, and what it means for companies that actively distribute through AI.
Every major distribution shift hit retail first, then reshaped services. E-commerce, mobile, marketplaces, social commerce. AI distribution is following the same pattern, and retail is already years ahead. Here's what services companies can learn from what's happening now.
Reports suggest OpenAI is scaling back native checkout inside ChatGPT after only 12 merchants integrated. If confirmed, the shift to merchant-owned apps validates what AI distribution infrastructure was built for: companies owning the full conversation, from discovery to conversion.
Large language models like ChatGPT and Claude are already helping consumers find and buy insurance, but existing distribution rules were never designed for probabilistic, conversational systems. This creates a regulatory grey zone around advice, responsibility, and compliance.
Most MCP content talks about internal automation. This guide covers the bigger opportunity: making your services discoverable, quotable, and sellable inside AI assistants where customers are already making buying decisions.
Google shipped a preview of WebMCP, a standard that lets AI agents use websites through structured commands instead of clicking buttons. The coverage has been breathless. The reality is more nuanced. Here's what it actually means for your business.
MCP (Model Context Protocol) is the open standard that lets AI connect to live pricing, tools, and data in real time. Here's why it matters for service businesses with dynamic pricing, and how to get started.
AI distribution makes financial products discoverable, quotable, and purchasable inside ChatGPT, Claude, Gemini, and Perplexity. Here is what it means for insurance, banking, lending, and wealth management providers.
A five-dimension framework for assessing AI distribution readiness in financial services. Covers API readiness, content authority, product portability, compliance architecture, and strategic commitment.