How Tuio became the first insurer to sell on ChatGPT, and why its AI customers convert 4x better

Jorge Moscat, who leads marketing at Tuio, kept hearing the same answer from new customers: they had found Tuio through ChatGPT. None of that showed up in Tuio's analytics. Traffic from an assistant arrives with no referrer, so the dashboards counted it as direct or organic, and the team had no way to see which questions led people to Tuio or what ChatGPT said about it.

"Traditional attribution didn't work," says Juan García, Tuio's co-founder and CEO. "We had to start asking customers directly where they had found us."

The answers showed a channel that was already sending customers, with Tuio having no presence inside it. When someone asked ChatGPT about home insurance, the best Tuio could hope for was a mention and a link.

In January 2026 Tuio and Waniwani built a ChatGPT app on top of Tuio's pricing API. The Waniwani team worked with Tuio's team in Madrid, and the build took about three weeks.

A user types @tuio or turns the app on, then describes the home they want to insure. The app asks three to five questions (address, size in square metres, and whether they own or rent) and returns a branded price card with a monthly price. A second set of tools answers questions about cover directly from Tuio's policy terms, so the assistant quotes the real conditions instead of guessing. When the user is ready, one click takes them to Tuio's site with the quote already filled in, and they buy there.

The app went to OpenAI on 21 January, after a wait for OpenAI's business verification. OpenAI approved it on 6 February. Tuio held the announcement for a few days until the handoff to its site worked end to end, and launched publicly on 9 February. Tuio later added car insurance, as a fast estimate that turns into a full quote on Tuio's site.

The first update to the app was rejected by OpenAI, which asked for an 18+ age rating. That was fixed and the update went live in May.

The launch was picked up by Reinsurance News, Insurance Business, Europa Press and elEconomista, and Investing.com and Yahoo Finance named the app as one trigger for that week's drop in insurance-broker share prices.

The numbers that matter to Tuio came after the coverage. By March, about 15% of new customers said they had found Tuio through ChatGPT, and those customers converted about four times better than visitors from Google. By September Juan put the share of new customers from AI assistants at 15 to 20% a month, converting five times better than organic traffic and twice as well as Tuio's referral program.

"I don't think we can have a debate on if it is actually going to be a channel, because I'm sure it is already," Juan said on stage at Insurtech Insights in London.