Massachusetts
United StatesAllstate leads the organic results in Massachusetts. Progressive is cited most in AI answers. They are different brands, which is true in most geographies we measure. An AI Overview appeared on 84.2% of the 19 searches tracked here, citing an average of 8.2 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | Allstate | 100 |
| 02 | Liberty Mutual | 61.6 |
| 03 | GEICO | 23.2 |
| 04 | Direct Auto | 19.9 |
| 05 | Progressive | 15.6 |
| 06 | AAA | 14.1 |
| 07 | Mercury Insurance | 12.1 |
| 08 | Lemonade | 9.9 |
| 09 | The General | 9.9 |
| 10 | State Farm | 6.2 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | Progressive | 21.1% |
| 02 | GEICO | 15.8% |
| 03 | Liberty Mutual | 13.2% |
| 04 | Allstate | 10.5% |
| 05 | Nationwide | 7.9% |
| 06 | Farmers | 5.3% |
| 07 | AAA | 2.6% |
| 08 | Alpha Direct | 2.6% |
| 09 | Dairyland | 2.6% |
| 10 | Kemper | 2.6% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | aggregator | 29.8% |
| 02 | carrier | 29% |
| 03 | publisher | 13% |
| 04 | unknown | 13% |
| 05 | forum | 9.2% |
| 06 | agency | 2.3% |
| 07 | social | 2.3% |
| 08 | law firm | 0.8% |
| 09 | software | 0.8% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | GEICO | 20.4% |
| 02 | Progressive | 18.5% |
| 03 | Nationwide | 11.1% |
| 04 | Allstate | 9.3% |
| 05 | State Farm | 9.3% |
| 06 | USAA | 9.3% |
| 07 | Travelers | 7.4% |
| 08 | Erie Insurance | 3.7% |
| 09 | AAA | 1.9% |
| 10 | Farmers | 1.9% |
Being described in the answer and being cited as a source are different things.
| Search intent | Returned an AI Overview |
|---|---|
| comparison | 100% |
| cost | 100% |
| informational | 100% |
| quote | 100% |
| head | 50% |
| near me | 0% |
Public boards list national carriers and aggregate the rest. We will run your brand against this exact query set in Massachusetts and send you all three scores.
| # | Metro | Leading business | Share of slots | Businesses | Rating |
|---|---|---|---|---|---|
| 01 | Boston | Bender Hatch Insurance | 27.8% | 8 | 5 |
| 02 | Worcester | A-Affordable Insurance Agency, Inc. | 27.8% | 8 | 4.8 |
Near-me searches are measured per metro, not per state. Each metro has its own board.
The citation table above lists insurers only. This one lists everything the answer actually pointed at, which is a different picture: in Massachusetts, insurers are 29% of cited sources and comparison sites are 29.8%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | Insurify insurify.com | Comparison sites | 6.9% |
| 02 | Progressive progressive.com | Insurers | 6.1% |
| 03 | GEICO geico.com | Insurers | 4.6% |
| 04 | NerdWallet nerdwallet.com | Comparison sites | 4.6% |
| 05 | US News usnews.com | Publishers | 4.6% |
| 06 | Liberty Mutual libertymutual.com | Insurers | 3.8% |
| 07 | YouTube youtube.com | Forums | 3.8% |
| 08 | Allstate allstate.com | Insurers | 3.1% |
| 09 | Compare.com compare.com | Comparison sites | 3.1% |
| 10 | Quora quora.com | Forums | 3.1% |
| 11 | The Zebra thezebra.com | Comparison sites | 3.1% |
| 12 | WalletHub wallethub.com | Comparison sites | 3.1% |
| 13 | CNBC cnbc.com | Publishers | 2.3% |
| 14 | Facebook facebook.com | Social | 2.3% |
| 15 | Insurance.com insurance.com | Comparison sites | 2.3% |
| 16 | Nationwide nationwide.com | Insurers | 2.3% |
| 17 | Experian experian.com | Publishers | 1.5% |
| 18 | Farmers farmers.com | Insurers | 1.5% |
| 19 | mass.gov mass.gov | unknown | 1.5% |
| 20 | tetraultinsurance.com tetraultinsurance.com | unknown | 1.5% |
| 21 | AAA acg.aaa.com | Insurers | 0.8% |
| 22 | Baldwin Risk Partners baldwin.com | Agencies | 0.8% |
| 23 | Alpha Direct blog.alphadirect.co.bw | Insurers | 0.8% |
| 24 | Bogleheads bogleheads.org | Forums | 0.8% |
| 25 | boringrate.com boringrate.com | unknown | 0.8% |
| 26 | byandd.com byandd.com | unknown | 0.8% |
| 27 | CarInsurance.com carinsurance.com | Comparison sites | 0.8% |
| 28 | Kemper cloud.kemper.com | Insurers | 0.8% |
| 29 | Consumer Reports consumerreports.org | Publishers | 0.8% |
| 30 | costulessdirect.com costulessdirect.com | unknown | 0.8% |
| 31 | Dairyland dairylandinsurance.com | Insurers | 0.8% |
| 32 | edmunds.com edmunds.com | unknown | 0.8% |
| 33 | Faroway faroway.ai | software | 0.8% |
| 34 | Yahoo Finance finance.yahoo.com | Publishers | 0.8% |
| 35 | Forbes Advisor forbes.com | Publishers | 0.8% |
| 36 | Gallon Law gallonlaw.com | Law firms | 0.8% |
| 37 | InsuranceQuotes insurancequotes.com | Comparison sites | 0.8% |
| 38 | insurer724.com insurer724.com | unknown | 0.8% |
| 39 | insurox.com insurox.com | unknown | 0.8% |
| 40 | jimglaserlaw.com jimglaserlaw.com | unknown | 0.8% |
Types are assigned from a published list. A source we cannot classify with confidence is left unclassified rather than guessed at.
What is on this page position-weighted organic visibility indexed to the Massachusetts leader, share of sources cited in AI Overviews, share of answers naming a carrier, and Local Pack presence. The first three use the same 19 searches captured September 2026. Local Pack comes from a separate set of near-me searches measured per metro, joined here.
Never combined the disciplines are reported separately and are not summed. A blended score would hide the only finding that matters, which is where they disagree.
Coverage Google AI Overviews only. ChatGPT, Perplexity and Claude are separate surfaces and are not measured.