Will publishing exclusions hurt conversion?

It changes who converts. The buyer who would have discovered the exclusion at claim time was going to become a complaint rather than a renewal, and clarity is what makes a page quotable in the first place.

Can we be cited when comparison sites dominate?

For product-specific and process questions, yes, because comparison sites summarise rather than explain. For ranked questions about the best policy, they hold the structured data and usually win.

How much does this overlap with normal SEO?

Heavily. Almost everything listed here would improve ordinary search performance too. The difference is writing each answer so it survives being extracted on its own.

For insurance

AEO for insurance and brokers

Insurance buyers ask what is covered and what is not. The second half of that question is the one almost nobody answers on their own site.

The short answer

For insurers and brokers, answer engine optimisation is about publishing coverage and exclusions in plain sentences. Assistants answering an insurance question are asked what a policy includes, what it excludes, what it costs and who it suits, and exclusions are where most sites go quiet.

What ranked on 23 September 2026: Industry trackers place insurance among the categories with high AI Overview coverage, below health and education but well above retail. The results themselves are dominated by comparison services and explainer articles rather than by insurers.

What is different about cover

The product is a document. Everything a buyer wants to know is in it, written in language designed for a different purpose.

Exclusions decide purchases and disputes, and they are the most under-published fact in the industry
Policy wording is precise and unreadable, which means the plain summary is genuinely useful rather than a marketing exercise
Claims process is the trust question: what happens, how long, what evidence, what typically gets refused
Premium examples are meaningless without the risk profile that produced them, and quoted without it they become a promise
Brokers and insurers answer different questions, and a site that blurs which one it is confuses both the buyer and the model

Things that sound right and are not

ClaimComprehensive cover for complete peace of mind.
It contains no fact. A model cannot use it, and a buyer comparing two policies learns nothing from it.
ClaimPublishing exclusions will cost us sales.
The buyer finds them at claim time instead, which is where complaints come from. A page that states exclusions plainly is also the page a model can safely quote.
ClaimOur quote engine answers these questions.
A form behind a button is not retrievable. Whatever the engine would tell a buyer needs to exist as text somewhere a machine can read.

Where to start

01Write a plain summary of each product: what is covered, what is excluded, typical limits, who it suits.
02Publish the claims process step by step, with realistic timescales.
03Give at least one worked premium example with the risk profile attached.
04State clearly whether you are an insurer, a broker or an introducer, and what that means for the buyer.
05Check whether assistants currently describe your product's exclusions correctly. Where they are wrong, they are usually reading a comparison site's summary.

Questions

Will publishing exclusions hurt conversion?: It changes who converts. The buyer who would have discovered the exclusion at claim time was going to become a complaint rather than a renewal, and clarity is what makes a page quotable in the first place.
Can we be cited when comparison sites dominate?: For product-specific and process questions, yes, because comparison sites summarise rather than explain. For ranked questions about the best policy, they hold the structured data and usually win.
How much does this overlap with normal SEO?: Heavily. Almost everything listed here would improve ordinary search performance too. The difference is writing each answer so it survives being extracted on its own.

Doing this yourself and want a second opinion on what the assistants say about you? Tell me what you are seeing, or read the AEO Playbook for the whole framework.