Michigan
United StatesLiberty Mutual 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 93.3% of the 15 searches tracked here, citing an average of 4.8 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | Liberty Mutual | 100 |
| 02 | Allstate | 70.8 |
| 03 | Hippo | 28.3 |
| 04 | GEICO | 25.3 |
| 05 | Progressive | 22.3 |
| 06 | Grange Insurance | 22.1 |
| 07 | State Farm | 16.7 |
| 08 | Nationwide | 13 |
| 09 | The Hartford | 6.5 |
| 10 | Lemonade | 5.2 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | Progressive | 20.7% |
| 02 | Allstate | 17.2% |
| 03 | Liberty Mutual | 10.3% |
| 04 | GEICO | 6.9% |
| 05 | Kin Insurance | 6.9% |
| 06 | State Farm | 6.9% |
| 07 | Travelers | 6.9% |
| 08 | Farm Bureau Financial Services | 3.4% |
| 09 | Grange Insurance | 3.4% |
| 10 | Hippo | 3.4% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | carrier | 43.3% |
| 02 | aggregator | 23.9% |
| 03 | forum | 10.4% |
| 04 | publisher | 9% |
| 05 | social | 7.5% |
| 06 | agency | 3% |
| 07 | financial institution | 1.5% |
| 08 | regulator | 1.5% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | Allstate | 11.9% |
| 02 | Progressive | 11.9% |
| 03 | USAA | 11.9% |
| 04 | State Farm | 10.4% |
| 05 | Travelers | 7.5% |
| 06 | Nationwide | 6% |
| 07 | Amica | 4.5% |
| 08 | Farmers | 4.5% |
| 09 | GEICO | 4.5% |
| 10 | Hippo | 4.5% |
Being described in the answer and being cited as a source are different things.
| Search intent | Returned an AI Overview |
|---|---|
| comparison | 100% |
| cost | 100% |
| head | 100% |
| informational | 100% |
| quote | 100% |
| 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 | Grand Rapids | West Michigan Insurance, Inc. | 33.3% | 8 | 4.9 |
| 02 | Lansing | L.A. Insurance | 25% | 9 | 4.5 |
| 03 | Detroit | L.A. Insurance | 29.6% | 10 | 4.9 |
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 43.3% of cited sources and comparison sites are 23.9%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | NerdWallet nerdwallet.com | Comparison sites | 10.4% |
| 02 | YouTube youtube.com | Forums | 10.4% |
| 03 | Progressive progressive.com | Insurers | 9% |
| 04 | Allstate allstate.com | Insurers | 7.5% |
| 05 | Facebook facebook.com | Social | 6% |
| 06 | US News usnews.com | Publishers | 6% |
| 07 | Liberty Mutual libertymutual.com | Insurers | 4.5% |
| 08 | The Zebra thezebra.com | Comparison sites | 4.5% |
| 09 | GEICO geico.com | Insurers | 3% |
| 10 | Kin Insurance kin.com | Insurers | 3% |
| 11 | State Farm statefarm.com | Insurers | 3% |
| 12 | Travelers travelers.com | Insurers | 3% |
| 13 | Bolt Insurance agency.boltinsurance.com | Agencies | 1.5% |
| 14 | Allied Insurance alliedpa.com | Agencies | 1.5% |
| 15 | Bravera Bank bravera.bank | Banks | 1.5% |
| 16 | Compare.com compare.com | Comparison sites | 1.5% |
| 17 | South Carolina DOI doi.sc.gov | Regulators | 1.5% |
| 18 | Farm Bureau Financial Services fbfs.com | Insurers | 1.5% |
| 19 | Forbes Advisor forbes.com | Publishers | 1.5% |
| 20 | Grange Insurance grangeinsurance.com | Insurers | 1.5% |
| 21 | Hippo hippo.com | Insurers | 1.5% |
| 22 | InsuranceQuotes insurancequotes.com | Comparison sites | 1.5% |
| 23 | LendingTree lendingtree.com | Comparison sites | 1.5% |
| 24 | LinkedIn linkedin.com | Social | 1.5% |
| 25 | Matic matic.com | Comparison sites | 1.5% |
| 26 | Nationwide nationwide.com | Insurers | 1.5% |
| 27 | AM Best news.ambest.com | Publishers | 1.5% |
| 28 | Policygenius policygenius.com | Comparison sites | 1.5% |
| 29 | TruStage trustage.com | Insurers | 1.5% |
| 30 | Universal Property universalproperty.com | Insurers | 1.5% |
| 31 | USAA usaa.com | Insurers | 1.5% |
| 32 | Your Policy your-policy.com | Comparison sites | 1.5% |
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 November 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.