Is It OK to Use a Comparison Site or ChatGPT for Insurance?

When it comes to buying insurance, convenience is tempting. Comparison websites promise quick quotes, and AI tools like ChatGPT can give you instant answers. But here’s the truth: while these tools are useful starting points, relying on them alone could mean missing out on the best cover or worse, ending up under‑insured. So lets break it down, Is It OK to Use a Comparison Site or ChatGPT for Insurance?

Why Comparison Sites Aren’t Always the Best Choice

Comparison sites are designed to compete on price first, not necessarily on quality of cover. That means insurers often strip back benefits to appear cheaper and rank higher. The result? Policies that look attractive but don’t always protect you when you need them most.

Recent analysis of 75 UK home insurance policies showed:

• Average combined score for comparison‑site policies: 67%

• Average combined score for direct‑only policies: 72%

• Some of the most comprehensive policies from NatWest, RBS, Direct Line, Ecclesiastical, NFU Mutual, Saga aren’t even listed on comparison sites.

In other words, if you only shop through comparison websites, you may never see the highest‑scoring, most protective policies available.

Hidden Differences in Cover

Insurers often offer different versions of their products depending on where you buy:

• Saga’s “Best Buy” Plus policy is only available direct, while comparison sites show the slimmer Select version.

• Aviva’s direct Standard policy scored higher than its Premium and Online versions found on comparison sites.

• NFU Mutual doesn’t appear on comparison sites at all you have to call them directly.

This means the policy you see online may not be the insurer’s strongest option.

The Risks of Relying on Comparison Sites

• Limited coverage options: Not all insurers or policies are listed.

• Hidden costs: Excesses, admin fees, and deductibles aren’t always clear.

• Misleading comparisons: Different terms make it hard to compare like‑for‑like.

• Customer service gaps: You’re buying through a platform, not building a relationship with the insurer.

• Inconsistent policies: Some insurers even vary compulsory excesses depending on which site you use.

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What About ChatGPT or AI Tools?

AI tools like ChatGPT are brilliant for explaining insurance jargon, breaking down cover types, and helping you understand what you might need. But they don’t replace tailored advice. AI can’t:

• Access your personal financial situation.

• Recommend specific policies based on your risk profile.

• Negotiate with insurers or highlight direct‑only deals.

That’s where a human adviser makes all the difference.

The Smarter Way to Buy Insurance

Comparison sites and AI tools are useful for research, but they should be your starting point, not your final decision. Is It OK to Use a Comparison Site or ChatGPT for Insurance? No. We already know comparison sites don't always show all the bits they've taken down to bring the cost down and we know AI can represent something its seen from years ago. If you want the most comprehensive cover, and peace of mind that you’re not missing hidden exclusions: speaking to a qualified adviser is the safest route

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👉 At Well Financial, I help clients cut through the noise, compare direct‑only policies, and make sure the cover they choose truly fits their needs. Book Online | Well Financial

Thanks for reading, Klizia.