Michigan
United StatesAllstate leads the organic results in Michigan. Progressive is cited most in AI answers. They are different brands, which is true in most geographies we measure. An AI Overview appeared on 86.7% of the 15 searches tracked here, citing an average of 8.5 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | Allstate | 100 |
| 02 | Progressive | 57.8 |
| 03 | GEICO | 35.2 |
| 04 | Liberty Mutual | 27.3 |
| 05 | State Farm | 20.9 |
| 06 | Mercury Insurance | 14.7 |
| 07 | AAA | 13.1 |
| 08 | Kin Insurance | 12.9 |
| 09 | Nationwide | 6.5 |
| 10 | Travelers | 5.1 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | Progressive | 18.8% |
| 02 | GEICO | 14.6% |
| 03 | Kin Insurance | 14.6% |
| 04 | Liberty Mutual | 12.5% |
| 05 | Allstate | 8.3% |
| 06 | Mercury Insurance | 6.2% |
| 07 | Lemonade | 4.2% |
| 08 | Nationwide | 4.2% |
| 09 | State Farm | 4.2% |
| 10 | The Hartford | 4.2% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | carrier | 43.6% |
| 02 | aggregator | 24.5% |
| 03 | publisher | 13.6% |
| 04 | forum | 10.9% |
| 05 | regulator | 2.7% |
| 06 | agency | 1.8% |
| 07 | financial institution | 1.8% |
| 08 | law firm | 0.9% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | Progressive | 19.6% |
| 02 | GEICO | 15.2% |
| 03 | Allstate | 13% |
| 04 | State Farm | 10.9% |
| 05 | Nationwide | 8.7% |
| 06 | USAA | 8.7% |
| 07 | Amica | 4.3% |
| 08 | Lemonade | 4.3% |
| 09 | Travelers | 4.3% |
| 10 | American Family | 2.2% |
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 Michigan and send you all three scores.
| # | Metro | Leading business | Share of slots | Businesses | Rating |
|---|---|---|---|---|---|
| 01 | Detroit | J. Healan Baker Agency | 19.4% | 10 | 5 |
| 02 | Grand Rapids | West Michigan Insurance, Inc. | 33.3% | 7 | 4.9 |
| 03 | Lansing | Rathbun Insurance | 22.2% | 7 | 4.7 |
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 Michigan, insurers are 43.6% of cited sources and comparison sites are 24.5%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | YouTube youtube.com | Forums | 10% |
| 02 | Progressive progressive.com | Insurers | 8.2% |
| 03 | US News usnews.com | Publishers | 8.2% |
| 04 | GEICO geico.com | Insurers | 6.4% |
| 05 | Kin Insurance kin.com | Insurers | 6.4% |
| 06 | NerdWallet nerdwallet.com | Comparison sites | 6.4% |
| 07 | Liberty Mutual libertymutual.com | Insurers | 5.5% |
| 08 | Allstate allstate.com | Insurers | 3.6% |
| 09 | LendingTree lendingtree.com | Comparison sites | 3.6% |
| 10 | Policygenius policygenius.com | Comparison sites | 3.6% |
| 11 | Forbes Advisor forbes.com | Publishers | 2.7% |
| 12 | Mercury Insurance mercuryinsurance.com | Insurers | 2.7% |
| 13 | The Zebra thezebra.com | Comparison sites | 2.7% |
| 14 | Insurance.com insurance.com | Comparison sites | 1.8% |
| 15 | Insurify insurify.com | Comparison sites | 1.8% |
| 16 | Lemonade lemonade.com | Insurers | 1.8% |
| 17 | Nationwide nationwide.com | Insurers | 1.8% |
| 18 | State Farm statefarm.com | Insurers | 1.8% |
| 19 | The Hartford thehartford.com | Insurers | 1.8% |
| 20 | Travelers travelers.com | Insurers | 1.8% |
| 21 | American Family amfam.com | Insurers | 0.9% |
| 22 | Andover Companies andovercompanies.com | Insurers | 0.9% |
| 23 | Bravera Bank bravera.bank | Banks | 0.9% |
| 24 | South Carolina DOI doi.sc.gov | Regulators | 0.9% |
| 25 | Yahoo Finance finance.yahoo.com | Publishers | 0.9% |
| 26 | Insurance Information Institute iii.org | Publishers | 0.9% |
| 27 | Investopedia investopedia.com | Comparison sites | 0.9% |
| 28 | KIRO 7 kiro7.com | Publishers | 0.9% |
| 29 | Louisiana Dept. of Insurance ldi.la.gov | Regulators | 0.9% |
| 30 | Liberty Bank libertybank.com | Banks | 0.9% |
| 31 | Matic matic.com | Comparison sites | 0.9% |
| 32 | Nsure nsure.com | Comparison sites | 0.9% |
| 33 | Rate rate.com | Comparison sites | 0.9% |
| 34 | Reddit reddit.com | Forums | 0.9% |
| 35 | SelectQuote selectquote.com | Comparison sites | 0.9% |
| 36 | Star West Insurance starwestinsurance.com | Agencies | 0.9% |
| 37 | Texas Dept. of Insurance tdi.texas.gov | Regulators | 0.9% |
| 38 | Vargas Gonzalez vargasgonzalez.com | Law firms | 0.9% |
| 39 | Zander Insurance zanderins.com | Agencies | 0.9% |
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 Michigan leader, share of sources cited in AI Overviews, share of answers naming a carrier, and Local Pack presence. The first three use the same 15 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.