How the largest US insurance agencies and brokerages build their websites
Every agency and brokerage on the published ranking, measured on one day and scored on eight dimensions of what a prospective client, a search engine and an AI assistant can see.
The named ranking is not published yet
Naming a company in a public study is a claim about that company, so a firm appears here only after its domain has been confirmed against an external record. That verification pass is still running. Until it finishes this study publishes the distribution and nothing else, and no company is named anywhere on this page. Every figure below already covers the whole measured field.
About this study
Where the field came from, how much of it was measured, and what these scores are and are not.
The field
The study covers exactly the firms on that published ranking and adds none of its own. The roster and the measured field are different numbers, and the page prints both: a site that could not be measured is held out of every aggregate rather than scored as empty, which would flatter it.
The scoring
Every measured site is scored out of one hundred on each of eight dimensions of public web presence: footprint, technical SEO, AI search readiness, content, conversion, speed, security headers and language reach. Those eight combine into one total on the same scale. Each score is a measurement of a live public website taken on the scan date, made the same way for every firm on the list, so the comparison between two rows is like for like.
The model
Scores are produced by Appluex's own scoring model, built from the audits we run for clients. The model is proprietary and is not published. What is published is the result: every dimension score, every aggregate and the whole distribution, published in full on this page and free to quote and cite.
What this study does not claim
It scores public websites, not companies. It says nothing about what any of these firms covers, how it handles a claim, what it charges, or how good its advice is. An agency can look after its clients superbly from behind a thin website, and a polished website is not evidence of anything except a polished website.
- Nothing about coverage, carrier appointments, claims handling, pricing, commissions or the quality of advice.
- No financial, regulatory or operational data of any kind beyond the published ranking used to select the roster.
- No judgement about individual firms. The ranking is of public web presence as measured on the scan date.
- A snapshot, not a trend. A site redesigned after the scan date is not reflected until the next edition.
Independence
Firms that are clients of ours are excluded from every figure on this page so the study cannot flatter our own work. Nobody paid to be included, to be ranked or to be left out.
Corrections
If a figure about your firm is wrong, write to us and we will check the scan and publish a correction with the date on it. [email protected]
Cite and reuse
This study is meant to be quoted. Please link to the canonical page so a reader can see the full distribution and the figures behind the number.
Free to quote and reproduce with attribution to Appluex and a link to this page. The underlying measurements are facts about public web pages.
Badges
Shareable badges for the firms in the leaderboard are being prepared.
Who ran this
Appluex is a software studio in Miami, Florida. We build web and mobile products, and we audit software that already exists. This study is the industry wide version of the audit we run for one client at a time, which is why it reports the whole field instead of a shortlist.
Related
Want your agency higher on this table?
If you would like to talk about what it would take for your agency to climb this ranking, book a call with us. Making a site easier to find, read and act on is the work we do every week, and the first scoping call is free.
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