Missouri
United StatesProgressive leads the organic results in Missouri. GEICO is cited most in AI answers. They are different brands, which is true in most geographies we measure. An AI Overview appeared on 78.9% of the 19 searches tracked here, citing an average of 6.3 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | Progressive | 100 |
| 02 | Allstate | 91.8 |
| 03 | GEICO | 65 |
| 04 | Mercury Insurance | 45 |
| 05 | Liberty Mutual | 32.5 |
| 06 | Plymouth Rock | 30 |
| 07 | State Farm | 18.8 |
| 08 | Farmers | 15 |
| 09 | AAA | 10 |
| 10 | Direct Auto | 10 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | GEICO | 18.9% |
| 02 | Liberty Mutual | 18.9% |
| 03 | Progressive | 16.2% |
| 04 | Allstate | 13.5% |
| 05 | Nationwide | 8.1% |
| 06 | State Farm | 8.1% |
| 07 | Amica | 2.7% |
| 08 | Dairyland | 2.7% |
| 09 | Farmers | 2.7% |
| 10 | Mercury Insurance | 2.7% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | carrier | 39.4% |
| 02 | aggregator | 29.8% |
| 03 | publisher | 13.8% |
| 04 | forum | 9.6% |
| 05 | unknown | 3.2% |
| 06 | social | 2.1% |
| 07 | agency | 1.1% |
| 08 | law firm | 1.1% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | Progressive | 20.9% |
| 02 | GEICO | 18.6% |
| 03 | Nationwide | 14% |
| 04 | Allstate | 11.6% |
| 05 | State Farm | 9.3% |
| 06 | Travelers | 9.3% |
| 07 | USAA | 9.3% |
| 08 | Amica | 2.3% |
| 09 | Farmers | 2.3% |
| 10 | Liberty Mutual | 2.3% |
Being described in the answer and being cited as a source are different things.
| Search intent | Returned an AI Overview |
|---|---|
| comparison | 100% |
| informational | 100% |
| quote | 100% |
| cost | 66.7% |
| 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 Missouri and send you all three scores.
| # | Metro | Leading business | Share of slots | Businesses | Rating |
|---|---|---|---|---|---|
| 01 | Kansas City | Kansas City Auto Insurance | 25% | 14 | 5 |
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 Missouri, insurers are 39.4% of cited sources and comparison sites are 29.8%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | Insurify insurify.com | Comparison sites | 10.6% |
| 02 | YouTube youtube.com | Forums | 8.5% |
| 03 | GEICO geico.com | Insurers | 7.4% |
| 04 | Liberty Mutual libertymutual.com | Insurers | 7.4% |
| 05 | NerdWallet nerdwallet.com | Comparison sites | 7.4% |
| 06 | Progressive progressive.com | Insurers | 6.4% |
| 07 | US News usnews.com | Publishers | 6.4% |
| 08 | Allstate allstate.com | Insurers | 5.3% |
| 09 | The Zebra thezebra.com | Comparison sites | 4.3% |
| 10 | Nationwide nationwide.com | Insurers | 3.2% |
| 11 | State Farm statefarm.com | Insurers | 3.2% |
| 12 | Amica amica.com | Insurers | 1.1% |
| 13 | CNBC cnbc.com | Publishers | 1.1% |
| 14 | Compare.com compare.com | Comparison sites | 1.1% |
| 15 | Consumer Reports consumerreports.org | Publishers | 1.1% |
| 16 | Dairyland dairylandinsurance.com | Insurers | 1.1% |
| 17 | eInsurance einsurance.com | Comparison sites | 1.1% |
| 18 | Facebook facebook.com | Social | 1.1% |
| 19 | Farmers farmers.com | Insurers | 1.1% |
| 20 | Forbes Advisor forbes.com | Publishers | 1.1% |
| 21 | Gallon Law gallonlaw.com | Law firms | 1.1% |
| 22 | Instagram instagram.com | Social | 1.1% |
| 23 | Insure.com insure.com | Comparison sites | 1.1% |
| 24 | insurer724.com insurer724.com | unknown | 1.1% |
| 25 | Leavitt Group leavitt.com | Agencies | 1.1% |
| 26 | LendingTree lendingtree.com | Comparison sites | 1.1% |
| 27 | MarketWatch marketwatch.com | Publishers | 1.1% |
| 28 | Mercury Insurance mercuryinsurance.com | Insurers | 1.1% |
| 29 | Nsure nsure.com | Comparison sites | 1.1% |
| 30 | Policygenius policygenius.com | Comparison sites | 1.1% |
| 31 | Ramsey Solutions ramseysolutions.com | Publishers | 1.1% |
| 32 | Reddit reddit.com | Forums | 1.1% |
| 33 | scrippsnews.com scrippsnews.com | unknown | 1.1% |
| 34 | SoFi sofi.com | Publishers | 1.1% |
| 35 | The General thegeneral.com | Insurers | 1.1% |
| 36 | Travelers travelers.com | Insurers | 1.1% |
| 37 | WalletHub wallethub.com | Comparison sites | 1.1% |
| 38 | wheelerinsuresme.com wheelerinsuresme.com | unknown | 1.1% |
| 39 | Wall Street Journal wsj.com | Publishers | 1.1% |
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 Missouri 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.