Massachusetts
United StatesThe Hartford leads the organic results in Massachusetts. NEXT Insurance is cited most in AI answers. They are different brands, which is true in most geographies we measure. An AI Overview appeared on 87.5% of the 24 searches tracked here, citing an average of 7.9 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | The Hartford | 100 |
| 02 | Progressive Commercial | 80.9 |
| 03 | GEICO | 45.5 |
| 04 | NEXT Insurance | 41.7 |
| 05 | Nationwide | 16.2 |
| 06 | Hiscox | 15.4 |
| 07 | Allstate | 13.9 |
| 08 | biBERK | 12.4 |
| 09 | Travelers | 10.5 |
| 10 | Thimble | 7.5 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | NEXT Insurance | 24% |
| 02 | The Hartford | 21% |
| 03 | Progressive Commercial | 20% |
| 04 | GEICO | 6% |
| 05 | Hiscox | 5% |
| 06 | Nationwide | 5% |
| 07 | Liberty Mutual | 4% |
| 08 | Allstate | 3% |
| 09 | Travelers | 2% |
| 10 | biBERK | 2% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | carrier | 56.2% |
| 02 | forum | 12.9% |
| 03 | aggregator | 9% |
| 04 | agency | 6.7% |
| 05 | publisher | 5.1% |
| 06 | regulator | 3.9% |
| 07 | payroll | 3.4% |
| 08 | unknown | 1.1% |
| 09 | financial institution | 0.6% |
| 10 | law firm | 0.6% |
| 11 | security vendor | 0.6% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | GEICO | 14.8% |
| 02 | Progressive | 13.1% |
| 03 | Hiscox | 11.5% |
| 04 | Progressive Commercial | 11.5% |
| 05 | The Hartford | 11.5% |
| 06 | NEXT Insurance | 9.8% |
| 07 | Nationwide | 8.2% |
| 08 | Allstate | 6.6% |
| 09 | biBERK | 3.3% |
| 10 | Farmers | 1.6% |
Being described in the answer and being cited as a source are different things.
| Search intent | Returned an AI Overview |
|---|---|
| unclassified | 87.5% |
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 | 30.6% | 6 | 5 |
| 02 | Worcester | Zawada Insurance Agency | 33.3% | 6 | 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 56.2% of cited sources and comparison sites are 9%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | NEXT Insurance nextinsurance.com | Insurers | 13.5% |
| 02 | The Hartford thehartford.com | Insurers | 11.8% |
| 03 | YouTube youtube.com | Forums | 11.8% |
| 04 | Progressive Commercial progressivecommercial.com | Insurers | 11.2% |
| 05 | GEICO geico.com | Insurers | 3.4% |
| 06 | Hiscox hiscox.com | Insurers | 2.8% |
| 07 | Nationwide nationwide.com | Insurers | 2.8% |
| 08 | Liberty Mutual libertymutual.com | Insurers | 2.2% |
| 09 | Simply Business simplybusiness.com | Comparison sites | 2.2% |
| 10 | Allstate allstate.com | Insurers | 1.7% |
| 11 | Investopedia investopedia.com | Comparison sites | 1.7% |
| 12 | Paychex paychex.com | Payroll platforms | 1.7% |
| 13 | biBERK biberk.com | Insurers | 1.1% |
| 14 | Insurance Brokers of Arizona insurancebrokersofaz.com | Agencies | 1.1% |
| 15 | InsuredBetter insuredbetter.com | Comparison sites | 1.1% |
| 16 | Reddit reddit.com | Forums | 1.1% |
| 17 | US Small Business Administration sba.gov | Regulators | 1.1% |
| 18 | Travelers travelers.com | Insurers | 1.1% |
| 19 | US News usnews.com | Publishers | 1.1% |
| 20 | AAV Law Firm aavlawfirm.com | Law firms | 0.6% |
| 21 | Acrisure acrisure.com | Agencies | 0.6% |
| 22 | Baldwin Risk Partners baldwin.com | Agencies | 0.6% |
| 23 | Maryland Business Express businessexpress.maryland.gov | Regulators | 0.6% |
| 24 | Business News Daily businessnewsdaily.com | Publishers | 0.6% |
| 25 | Construction Coverage constructioncoverage.com | Publishers | 0.6% |
| 26 | Contractors Liability contractorsliability.com | Comparison sites | 0.6% |
| 27 | Cynet cynet.com | Security vendors | 0.6% |
| 28 | Darden Miranda dardenmiranda.com | Agencies | 0.6% |
| 29 | DC DISB disb.dc.gov | Regulators | 0.6% |
| 30 | Wikipedia en.wikipedia.org | Publishers | 0.6% |
| 31 | Farmer Brown Insurance farmerbrown.com | Agencies | 0.6% |
| 32 | Federated Insurance federatedinsurance.com | Insurers | 0.6% |
| 33 | fnicgroup.com fnicgroup.com | unknown | 0.6% |
| 34 | Forbes Advisor forbes.com | Publishers | 0.6% |
| 35 | FPA Insurance fpa.insure | Agencies | 0.6% |
| 36 | Federal Trade Commission ftc.gov | Regulators | 0.6% |
| 37 | GoCompare gocompare.com | Comparison sites | 0.6% |
| 38 | Gusto gusto.com | Payroll platforms | 0.6% |
| 39 | HUB International hubinternational.com | Agencies | 0.6% |
| 40 | Hudson Valley Credit Union hvcu.org | Banks | 0.6% |
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 24 searches captured August 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.