Missouri
United StatesLiberty Mutual leads the organic results in Missouri. Allstate is cited most in AI answers. They are different brands, which is true in most geographies we measure. An AI Overview appeared on 89.5% of the 19 searches tracked here, citing an average of 4.4 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | Liberty Mutual | 100 |
| 02 | Allstate | 67.8 |
| 03 | GEICO | 57.3 |
| 04 | Progressive | 56.1 |
| 05 | TruStage | 21.8 |
| 06 | State Farm | 18.7 |
| 07 | Farmers | 18.7 |
| 08 | AAA | 15.6 |
| 09 | The General | 15.6 |
| 10 | Mercury Insurance | 7.5 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | Allstate | 26.5% |
| 02 | Liberty Mutual | 23.5% |
| 03 | Progressive | 14.7% |
| 04 | GEICO | 8.8% |
| 05 | Farmers | 5.9% |
| 06 | State Farm | 5.9% |
| 07 | AAA | 2.9% |
| 08 | Mercury Insurance | 2.9% |
| 09 | Pronto Insurance | 2.9% |
| 10 | The General | 2.9% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | carrier | 45.3% |
| 02 | forum | 17.3% |
| 03 | aggregator | 16% |
| 04 | publisher | 10.7% |
| 05 | search | 4% |
| 06 | unknown | 2.7% |
| 07 | agency | 1.3% |
| 08 | regulator | 1.3% |
| 09 | social | 1.3% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | Allstate | 15.5% |
| 02 | GEICO | 14.1% |
| 03 | Progressive | 12.7% |
| 04 | State Farm | 9.9% |
| 05 | Travelers | 9.9% |
| 06 | USAA | 8.5% |
| 07 | Nationwide | 7% |
| 08 | Farmers | 5.6% |
| 09 | American Family | 4.2% |
| 10 | Erie Insurance | 2.8% |
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% |
| quote | 100% |
| informational | 80% |
| near me | 50% |
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 | 19.4% | 12 | 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 45.3% of cited sources and comparison sites are 16%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | Allstate allstate.com | Insurers | 12% |
| 02 | YouTube youtube.com | Forums | 12% |
| 03 | Liberty Mutual libertymutual.com | Insurers | 10.7% |
| 04 | Progressive progressive.com | Insurers | 6.7% |
| 05 | Reddit reddit.com | Forums | 5.3% |
| 06 | US News usnews.com | Publishers | 5.3% |
| 07 | GEICO geico.com | Insurers | 4% |
| 08 | Google google.com | Search | 4% |
| 09 | NerdWallet nerdwallet.com | Comparison sites | 4% |
| 10 | The Zebra thezebra.com | Comparison sites | 4% |
| 11 | Experian experian.com | Publishers | 2.7% |
| 12 | Farmers farmers.com | Insurers | 2.7% |
| 13 | State Farm statefarm.com | Insurers | 2.7% |
| 14 | WalletHub wallethub.com | Comparison sites | 2.7% |
| 15 | Consumer Reports consumerreports.org | Publishers | 1.3% |
| 16 | Missouri DOR dor.mo.gov | Regulators | 1.3% |
| 17 | Facebook facebook.com | Social | 1.3% |
| 18 | Freeway Insurance freeway.com | Agencies | 1.3% |
| 19 | Insurance.com insurance.com | Comparison sites | 1.3% |
| 20 | Insurify insurify.com | Comparison sites | 1.3% |
| 21 | Mercury Insurance mercuryinsurance.com | Insurers | 1.3% |
| 22 | Money money.com | Publishers | 1.3% |
| 23 | AAA mwg.aaa.com | Insurers | 1.3% |
| 24 | netquote.com netquote.com | unknown | 1.3% |
| 25 | Nsure nsure.com | Comparison sites | 1.3% |
| 26 | Policygenius policygenius.com | Comparison sites | 1.3% |
| 27 | Prestige Luxury Rentals prestigeluxuryrentals.com | unknown | 1.3% |
| 28 | Pronto Insurance prontoinsurance.com | Insurers | 1.3% |
| 29 | The General thegeneral.com | Insurers | 1.3% |
| 30 | Travelers travelers.com | Insurers | 1.3% |
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 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.