1 in 100 insurance agency websites has an AI assistant.
We read more than 63,000 websites listed for US insurance agencies. Of the nearly 36,000 agencies running their own site, 1.1% offer an AI assistant. 75% take quote requests, but only 8% show a price.
The findings in seven sentences.
- About 1 in 100 US insurance agencies with their own website (1.1%) has an AI assistant on it. 8% offer a chat window of any kind.
- 75% let visitors ask for a quote online, but only 8% show a price on the spot. 9% send visitors to an insurance company's own quote.
- Fewer than 1 in 10 let visitors text the agency (9%) or book a time online (6%).
- Service is thinner after the sale. 27% let clients pay a bill online, 24% start a claim, 18% request a certificate of insurance and 17% log in to a client portal.
- Agents on an insurance company's template page get more at the door. 96% of those pages let visitors text the agent and 96% offer help after hours, against 9% and 15% of agencies' own sites. Almost none has an AI assistant.
- The bigger the agency, the wider the door. Agencies listed at five or more offices offer a client portal on 37% of their sites, against 16% for one-office agencies.
- 1,297 agency sites (3.7%) tell at least one AI crawler to stay out. 600 refuse OAI-SearchBot, which keeps them out of ChatGPT's search answers.
1 dot = 10 agencies
35,61035,610 US insurance agencies run their own website.
94%94% put a phone number on the home page.
75%75% let visitors ask for a quote online.
9%9% let visitors text the agency.
8%8% offer a chat window.
8%8% show a price on the spot.
6%6% let visitors book a time online.
1 in 1001 in 100 has an AI assistant: about 397 agencies in all.
The front door, step by step.
94% show a phone number and 75% take quote requests online. Every other way in is on fewer than one agency site in ten.
94%
A phone number on the home page
75%
Ask for a quote online
9%
A link to an insurer's own quote
9%
Text the agency
8%
Chat
8%
See a price on the spot
6%
Book a time online
1%
An AI assistant
fulkersonadvisors.com
Most front doors have one way in.
18% of agency sites offer no way in beyond a phone number and 55% offer one, usually a quote form. 2% offer four or more.
- None: 18%
- One: 55%
- Two: 21%
- Three: 4%
- Four or more: 2%
fulkersonadvisors.com
What an agency's AI assistant says.
About 397 agencies have one, and no product dominates: PolicyLift, Levitate, Chatbase and the rest are on a few dozen agency sites at most.
- Leo
“Hi, I’m Leo. I can help you compare coverage, answer questions, or get a quote started. What would you like to look at today? You can speak to me in English, Spanish, or French.”
An agency in Florida, selling almost every line
- Learning Center assistant
“Hi, I can help you understand coverage in plain language, from our Learning Center. What can I help with? I cannot give a price or a coverage determination, but I can point you in the right direction.”
An agency in Oregon, selling almost every line
- Virtual assistant
“Need Help After Hours? We're Still Here. Our phones are answered 24/7. Our virtual assistant can help you start a homeowners insurance quote”
An agency in Florida, selling almost every line
- Website assistant
“Hi! I can answer general questions about home, auto, flood, and coastal coverage. What can I help you understand?”
An agency in South Carolina, selling almost every line
- AI chat
“Got a question? Our AI chat is here to assist you 24/7.”
An agency in North Carolina, selling business insurance
- Aria
“…speak with Aria, our ai support agent.”
An agency in South Carolina, selling health and benefits insurance
After the sale, most clients still call.
27% let clients pay a bill online and 17% give them a login. Everyone else picks up the phone.
27%
Pay a bill online
24%
Start a claim online
18%
Request a certificate of insurance
17%
Log in to a client portal
15%
Help after hours
fulkersonadvisors.com
The bigger the agency, the wider the door.
Agencies listed at five or more offices offer a client portal on 37% of their sites, bill pay on 46% and chat on 15%. One-office agencies: 16%, 24% and 8%.
- Log in to a client portalOne office: 16%2 to 4 offices: 23%5 or more: 37%
- Pay a bill onlineOne office: 24%2 to 4 offices: 36%5 or more: 46%
- Start a claim onlineOne office: 22%2 to 4 offices: 32%5 or more: 30%
- ChatOne office: 8%2 to 4 offices: 10%5 or more: 15%
- See a price on the spotOne office: 7%2 to 4 offices: 9%5 or more: 13%
fulkersonadvisors.com
What an agency sells shapes its front door.
Health and Medicare agencies book online (9%) far more often than personal lines agencies (3%), who show prices and take bill payments more.
| Agencies selling | Quote request | Price on the spot | Text | Chat | Book online | Pay online | Portal | Certificate |
|---|---|---|---|---|---|---|---|---|
| Personal lines25,363 sites | 85% | 9% | 10% | 8% | 3% | 35% | 20% | 23% |
| Commercial25,216 sites | 85% | 8% | 10% | 9% | 3% | 35% | 21% | 25% |
| Life23,721 sites | 79% | 8% | 9% | 9% | 7% | 30% | 17% | 20% |
| Health and Medicare16,398 sites | 71% | 6% | 9% | 9% | 9% | 24% | 15% | 17% |
| Employee benefits8,704 sites | 71% | 5% | 6% | 8% | 8% | 29% | 22% | 22% |
fulkersonadvisors.com
Where agencies are easiest to reach online.
In Nevada, 36% of agencies offer texting, chat, a price on the spot, online booking or an AI assistant on their own site. In South Dakota, 15% do. Florida has the most agencies with an AI assistant, about 89, then Texas (50) and California (45).
- ALAlabama: 24%, 435 agency sites
- AKAlaska: Fewer than 100 agency sites
- AZArizona: 27%, 755 agency sites
- ARArkansas: 24%, 297 agency sites
- CACalifornia: 24%, 3941 agency sites
- COColorado: 30%, 656 agency sites
- CTConnecticut: 23%, 391 agency sites
- DEDelaware: Fewer than 100 agency sites
- DCDistrict of Columbia: Fewer than 100 agency sites
- FLFlorida: 30%, 3813 agency sites
- GAGeorgia: 27%, 1267 agency sites
- HIHawaii: Fewer than 100 agency sites
- IDIdaho: 30%, 222 agency sites
- ILIllinois: 22%, 1295 agency sites
- INIndiana: 25%, 758 agency sites
- IAIowa: 18%, 402 agency sites
- KSKansas: 26%, 353 agency sites
- KYKentucky: 24%, 430 agency sites
- LALouisiana: 19%, 511 agency sites
- MEMaine: 22%, 102 agency sites
- MDMaryland: 23%, 475 agency sites
- MAMassachusetts: 24%, 804 agency sites
- MIMichigan: 24%, 1038 agency sites
- MNMinnesota: 21%, 664 agency sites
- MSMississippi: 27%, 301 agency sites
- MOMissouri: 21%, 663 agency sites
- MTMontana: 18%, 154 agency sites
- NENebraska: 23%, 262 agency sites
- NVNevada: 36%, 286 agency sites
- NHNew Hampshire: 18%, 125 agency sites
- NJNew Jersey: 26%, 691 agency sites
- NMNew Mexico: 25%, 134 agency sites
- NYNew York: 22%, 1648 agency sites
- NCNorth Carolina: 22%, 1094 agency sites
- NDNorth Dakota: Fewer than 100 agency sites
- OHOhio: 25%, 1352 agency sites
- OKOklahoma: 29%, 518 agency sites
- OROregon: 26%, 351 agency sites
- PAPennsylvania: 22%, 1434 agency sites
- RIRhode Island: Fewer than 100 agency sites
- SCSouth Carolina: 20%, 593 agency sites
- SDSouth Dakota: 15%, 102 agency sites
- TNTennessee: 28%, 728 agency sites
- TXTexas: 28%, 3635 agency sites
- UTUtah: 34%, 387 agency sites
- VTVermont: Fewer than 100 agency sites
- VAVirginia: 26%, 675 agency sites
- WAWashington: 26%, 542 agency sites
- WVWest Virginia: 23%, 172 agency sites
- WIWisconsin: 20%, 604 agency sites
- WYWyoming: Fewer than 100 agency sites
fulkersonadvisors.com
The carrier's template beats most agencies' own sites.
More than 14,000 agents run their page on an insurance company's template, 96% of them State Farm's. The template brings texting, after-hours contact and bill pay with it. It doesn't bring AI.
- Text the agency
- Agency's own site: 9%Carrier template page: 96%
- Help after hours
- Agency's own site: 15%Carrier template page: 96%
- Pay a bill online
- Agency's own site: 27%Carrier template page: 97%
- Chat
- Agency's own site: 8%Carrier template page: 1%
- An AI assistant
- Agency's own site: 1%Carrier template page: 0%
Built on WordPress, or built for insurance.
27.2% of agencies' own sites run on WordPress and 26.5% were made by companies that build websites only for insurance agencies.
- WordPress: 27.2%
- Wix: 9.4%
- Other insurance website companies: 9.1%
- GoDaddy: 6.4%
- Agency Revolution: 4.2%
- Squarespace: 3.9%
- Duda: 3.8%
- BrightFire: 3.4%
- Other builders: 3.3%
- Zywave: 2.5%
fulkersonadvisors.com
The insurance website companies bring the service pages.
Sites made by insurance website companies offer online bill pay on 57% of sites and certificate requests on 50%, against 13% and 5% on general website builders.
- Ask for a quote onlineGeneral website builders: 67%WordPress: 71%Insurance website companies: 92%
- See a price on the spotGeneral website builders: 3%WordPress: 6%Insurance website companies: 7%
- Pay a bill onlineGeneral website builders: 13%WordPress: 17%Insurance website companies: 57%
- Request a certificateGeneral website builders: 5%WordPress: 9%Insurance website companies: 50%
- Log in to a client portalGeneral website builders: 8%WordPress: 15%Insurance website companies: 22%
- ChatGeneral website builders: 10%WordPress: 8%Insurance website companies: 9%
fulkersonadvisors.com
The software behind the door.
No single product reaches 5% of agency sites. EZLynx leads quoting at 4.5%, Calendly booking at 3.2% and ePayPolicy payments at 2.6%.
Agency website providers
- Agency Revolution4.3%
- BrightFire3.4%
- Zywave2.5%
- Advisor Evolved1.7%
- Alicor1.6%
Quoting
- EZLynx4.5%
- AgentInsure2.9%
- HealthSherpa1.4%
- Canopy Connect1.4%
- Propeller0.7%
Client portals
- AgentInsure2.7%
- Applied CSR241.7%
- Glovebox0.7%
- Vertafore0.6%
- Employee Navigator0.3%
Payments
- ePayPolicy2.6%
- Paymentus0.5%
- IPFS0.4%
- Applied Pay0.3%
- InvoiceCloud0.2%
Booking
- Calendly3.2%
Chat
- Chatra1.0%
- LeadConnector0.8%
- tawk.to0.4%
- Tidio0.2%
- Pure Chat0.2%
1,297 agency sites tell AI crawlers to stay out.
Their robots.txt files refuse AI crawlers by name. 600 refuse OAI-SearchBot, which keeps them out of ChatGPT's search answers. GPTBot gathers pages to train OpenAI's models, and ChatGPT-User reads a page when someone asks ChatGPT to.
- Amazonbot: 3.5%
- CCBot (Common Crawl): 1.8%
- GPTBot (OpenAI's crawler): 1.8%
- ChatGPT-User (ChatGPT reading a page): 1.7%
- OAI-SearchBot (ChatGPT search): 1.7%
- Bytespider (ByteDance): 0.1%
fulkersonadvisors.com
The AI assistant 99 in 100 agencies don't have.
We build AI software for one workflow at a time, such as answering visitors and taking quote requests after hours, and the agency owns the code.
How we did it
The list is every place Overture Maps (release 2026-09-23.1) files as a US insurance agency with a website, turned into one row per website: 94,507 sites. Insurance companies' own domains, where agents' pages sit on the company's site, and lead-generation domains that list thousands of addresses were left out.
We read each site on October 1 to 2, 2026 through scrape.do's US proxies, within each site's robots.txt: the home page and up to four pages for quotes, service, contact and about. 63,155 sites answered with a page. The rest didn't answer, asked readers to stay out in robots.txt, blocked our reader, were parked or led to a site already read. The CSV lists every site with what happened.
Jev, a model from TypeSafe that answers yes or no questions with a probability, read each site's text, forms, links and the software its code loads, and answered 21 questions in one pass: whether it's an agency, which lines it sells, and each way in and service on this page. For every yes it pointed to the item that shows it. Where a chat, AI, texting or booking product only appeared in a site's code, a real browser opened the home page to see whether it runs, and Jev read the site again with what the browser saw. A browser also opened a random sample of other agency sites: it found a few more chat windows and text lines that a site's code alone doesn't show, so those two shares may run a point or two higher than the page says.
Separate AI review agents, working from one written rule per question, checked every answer for 375 sites drawn at random within groups set by Jev's answers. They agreed with Jev on 96.1% of 6,018 answers. The shares on this page are Jev's counts corrected by the reviewed errors in each group. The CSV gives Jev's own answer for every site.
The breakdowns by state, size, line and builder take Jev's share in each group and apply the correction the review measured for that field nationally, since the review is too small to correct each group on its own. The count of ways in is corrected directly. What a site is built on is Jev's reading of its code and credits, and the AI crawlers it refuses come from its robots.txt file, read under RFC 9309.
An agency counts when its site sells at least one line of insurance to people or businesses. 49,685 sites did: 35,610 agencies' own sites and 14,075 pages on an insurance company's template. The shares are of what the sites show, not of what the agencies do behind them. An agency can answer the phone at midnight without saying so.
Cite this study
Fulkerson Advisors (2026). AI for Insurance Agents: What 63,155 US Insurance Agency Websites Offer. https://www.fulkersonadvisors.com/research/ai-for-insurance-agents
Use any of these numbers. Credit Fulkerson Advisors and link to this page. The data is under a CC BY 4.0 license.
Questions
How many insurance agencies use AI on their websites?
About 1 in 100 US insurance agencies with their own website (1.1%) has an AI assistant on it. 8% offer a chat window of any kind.
Do insurance agency websites give online quotes?
75% of US insurance agencies' own websites take quote requests online, but only 8% show a price on the spot. 9% link to an insurance company's own online quote.
What software do insurance agencies use on their websites?
The most common products on agencies' own sites are EZLynx for quotes (4.5%), Calendly for booking (3.2%) and ePayPolicy for payments (2.6%). The most common chat product, Chatra, is on 1.0%.
Can I pay my insurance bill on my agent's website?
On 27% of agencies' own websites. On pages built on an insurance company's template, such as State Farm agents' pages, 97% do.
Which states' insurance agencies are easiest to reach online?
Nevada, where 36% of agencies' own sites offer texting, chat, a price on the spot, online booking or an AI assistant. Utah follows at 34% and South Dakota is lowest at 15%.
Do insurance agency websites block ChatGPT?
3.7% of US insurance agencies' own websites refuse at least one AI crawler in robots.txt. 600 refuse OAI-SearchBot, which keeps them out of ChatGPT's search answers.
What are insurance agency websites built on?
27.2% run on WordPress and 26.5% were built by companies that make websites only for insurance agencies, such as Agency Revolution, BrightFire and Zywave.
Are most insurance agencies independent?
Among agencies with their own website, 84% say they're independent or offer several insurance companies. Most captive agents use their company's template page instead, and more than 14,000 of those sites were read.