Ageas reveals early feedback after launching new ChatGPT proposition

ChaptGPT is ”slightly more engaging and maybe a bit more intuitive for people” when buying insurance, according to Jonathan Price, managing director of direct at Ageas UK.

In October 2026, Ageas launched direct car insurance quoting on ChatGPT for customers through its Esure brand.

Customers answer a series of questions before receiving a quote, with the process designed to take a few minutes. They can then move to the Esure website to purchase the policy, amend cover or select additional options.

Price told Insurance Times that Ageas was seeing ”a lot of customers across lots of industries start to engage with, not just ChaptGPT, but other apps to do research on products”.

”We’re conscious of that as well in the insurance industry,” he added.

”We’re certainly seeing a lot more of that activity and so therefore we were interested, but interested to see whether we could take it a step further which was to see ’if you want to engage and explore it, let’s give you a route to do that directly and also to get a simple quote’.”

Feedback

Ageas is not the only insurance firm to go down this route, with Aviva and Simply Business having also made apps for customers on the chatbot.

Research from YouGov, cited by Ageas, found one in five people who search online now start with an artificial intelligence (AI) assistant when seeking answers to specific questions.

A quarter of AI search users also said they use the technology to compare options before making a decision.

When asked what customers like about Ageas’ new ChatGPT proposition, Price said: ”The early feedback is the conversational nature of it.

”One of the historic observations on online products is that it can be a bit distant. I think this is slightly more engaging and maybe a bit more intuitive for people.”

He added: ”I think it is fair to say that we won’t expect huge sales volumes and things like that at this stage, but we’re more learning really.

“What is it customers like about it and how might it develop for the future?”

Developed in-house

The ChatGPT launch came after Ageas developed an in-house plugin.

Price said that Ageas has been focused on developing its data, technology and AI skills for a “long time” and “as we’ve seen large language models (LLMs) emerge, it became an area we were more interested in exploring”.

“We’re delighted we’ve been able to do it internally,” he added.

”It means its flexible, so if we want to take a different path, change things a little bit and respond to customer needs, that’s largely in our hands.”