Insurers are moving quickly to turn conversational AI into a distribution channel, with a string of carriers and brokers launching quoting apps inside OpenAI’s ChatGPT in recent months.
The shift began in February, when OpenAI approved the first insurance provider app on ChatGPT from Spanish digital insurer Tuio. At that point, twelve more insurance AI applications from providers across North America and Europe were already in the approval pipeline. This pipeline has since started to clear.
Liberty Mutual became the first major US carrier to launch a quoting app inside ChatGPT. It went live for drivers in seven states, with plans to reach more than 40 by year-end.
“It’s beneficial to customers that we meet them wherever they are,” said Tyler Asher, the carrier’s chief distribution and marketing officer for US Retail Markets.
The trend is not confined to personal lines. Simply Business launched a business insurance app inside ChatGPT for US and UK users. The tool lets small business owners access indicative pricing before being passed to the firm’s own platform. Simply Business positioned it as a discovery layer feeding into its marketplace, rather than a full transactional system.
European brokers are following the same path. French broker APRIL has launched its APRIL Moto application inside ChatGPT. Users can obtain a personalized auto insurance quote through conversation rather than a traditional online form.
What sets the APRIL Moto application apart is that it produces a quote based on real underwriting conditions. The application gathers details about a user’s vehicle, circumstances, and coverage needs, then connects in real time to APRIL Moto’s pricing engines.
Users can complete the purchase within the same flow. For APRIL, the channel adds to its broker network, website, comparison platforms, and telephone sales operations.
The launches share a common driver: consumers are increasingly using conversational AI as an entry point to research and purchasing decisions. Carriers are positioning themselves at that point of discovery rather than waiting for customers to reach their own sites.
“Conversational interfaces are transforming the way consumers access information and make decisions,” said Éric Maumy, CEO of the APRIL group. “In the future, many insurance journeys will begin with a conversation.”
Maumy said the channel complements rather than replaces the company’s broker and partner network.
“Innovation only creates value when it makes customers’ lives easier while enhancing the quality of the support and advice they receive,” he said.
