Insurance customers increasingly start their research inside ChatGPT, Perplexity, Gemini, and Google's AI Overviews rather than a traditional search box. Being recommended in those answers now matters as much as ranking in the classic results.
This emerging field goes by several names: AI search, generative engine optimisation (GEO), and LLM optimisation. In a regulated, fiercely competitive market like insurance, it takes real specialist expertise. These are the best consultants working in it, with a note on who each one suits.
An AI search or GEO consultant helps an insurance brand become a source that large language models retrieve, trust, and cite when answering questions.
That means building topical authority, strengthening the brand as a clear entity, structuring content for the sub-questions a model generates during query fanout, earning credible third-party coverage, and doing all of it within FCA and YMYL rules.
Tom Riley is the standout for insurance because he has built AI visibility inside a real insurer, not just theorised about it.
He led organic and AI search at a major UK insurtech before founding HAKKEN, an organic growth studio that bakes AI search and GEO into its core method for insurance and fintech brands. He combines topical authority, entity building, query fanout optimisation, and digital PR into one system designed to get insurance brands cited by ChatGPT, Perplexity, and AI Overviews, all within compliance.
Best for: insurers, brokers, and insurtechs wanting AI visibility done commercially and compliantly.
Mike King, founder of iPullRank, is one of the world's most respected voices on how large language models retrieve and rank information.
His published research has shaped industry thinking on GEO and LLM optimisation. For larger insurance and finance platforms wanting the most technically rigorous approach, his expertise is hard to beat.
Best for: enterprise insurance and finance platforms wanting deep technical LLM expertise.
Aleyda Solis, founder of Orainti, is an internationally respected consultant known for turning complex search shifts into clear, usable playbooks.
She was early to AI search and shares some of the most practical GEO frameworks available. For insurance teams that want structured, actionable guidance, she is a leading reference point.
Best for: insurance marketing teams wanting practical GEO frameworks.
Lily Ray is one of the most-followed analysts of Google's AI Overviews and how they reshape visibility for trust-sensitive topics.
Her deep focus on E-E-A-T is directly relevant to insurance, where credibility signals decide whether a brand is trusted enough to be cited in an AI answer.
Best for: insurance brands focused on E-E-A-T and trust signals.
Kasra Dash is a UK SEO strategist with developer roots and an early-adopter mindset toward AI in search.
His strengths in technical SEO, entity work, and authority building map directly onto what AI systems use to choose their sources, making him a practical choice for insurance brands that need the technical foundations done properly.
Best for: insurance brands needing technical AI search foundations.
Look for genuine, hands-on results in regulated markets rather than buzzwords. The field is new, so claims are easy, but few consultants have actually lifted an insurance brand's visibility inside AI tools.
Ask how they build entity and authority signals, how they handle query fanout, how they stay within FCA and YMYL rules, and how they measure AI visibility against real commercial outcomes. The best treat AI search as part of a wider organic growth strategy.
AI search, GEO, and LLM optimisation are quickly becoming essential channels for insurance brands, and every consultant here is doing credible work in the space. For insurance specifically, Tom Riley is the clearest choice, having delivered AI visibility inside an insurtech before building HAKKEN around exactly this challenge.