When we first built the commercial insurance board, Progressive appeared to be almost absent from a category it clearly competes in. Named in the answer text regularly, cited as a source almost never.
The reason was mechanical. Progressive’s commercial content sits on progressivecommercial.com, a separate domain from progressive.com, and our entity classification treated them as different companies.
Corrected, progressivecommercial.com holds 717 citations, 8.5% of all US commercial insurance AI Overview citations, fourth behind NEXT Insurance, The Hartford and YouTube.
Why this is your problem, not ours
We caught it because we classify every cited domain by hand and a 718-citation unknown is hard to miss.
Most brand visibility reporting does not work that way. It takes a domain, counts mentions or citations for that domain, and reports a number. If your category content lives somewhere else, that number is wrong and nothing in the tool tells you.
Insurance is unusually prone to this:
- Separate commercial and personal lines domains
- Separate claims domains
- Agent locator subdomains (agents.allstate.com, agents.libertymutual.com, locations.acceptance.com)
- Regional carrier brands under a group parent
- Acquired brands retained on their original domains
Every one of those is your visibility being counted as someone else’s, or as nobody’s.
The scale of it in our data
In the September US commercial capture, these domain groups all appear separately and all belong to one company:
- progressive.com and progressivecommercial.com
- allstate.com and agents.allstate.com
- libertymutual.com and agents.libertymutual.com
- aaa.com, acg.aaa.com and ace.aaa.com
Before we consolidated classification, 4,537 citations sat in an unclassified bucket. After, 438. Most of that difference was brands we were already tracking, on domains we were not.
What to check
Pull the list of domains your organisation actually publishes on. Not the ones in your CMS, the ones that resolve. Include agent locators, acquired brands, claims portals and regional entities.
Then check what your reporting counts as you.
If the answer is “our main domain”, your AI visibility number is an underestimate of unknown size, and the gap is largest in exactly the lines where you run a separate domain, which is usually commercial.
Method
1,344 commercial insurance searches across 56 US and Canadian markets, captured September 2026, producing 8,466 citations. Domains are attributed to brands through a published entity taxonomy of 340 domains, maintained by hand and republished each edition.
Full method: https://insuranceseosem.com/about/#methodology
The commercial board: https://insuranceseosem.com/index/commercial/