OpenAI has approved insurance “apps” that let users request and receive personalised quotes inside ChatGPT, turning the chatbot into a point-of-discovery distribution channel. Early examples include a home insurance quoting experience from Spanish digital insurer Tuio (built on WaniWani infrastructure) and a car insurance shopping app from Insurify. This signals a shift from “search then buy” to “converse then quote”.

Insurance is a high-friction product. Even when the cover is straightforward, customers are typically forced through forms, tabs, and handoffs before they get to the part they actually want: a quote they understand.

That’s why OpenAI’s approval of insurance experiences inside ChatGPT is a meaningful milestone. It signals a new distribution route: quoting at the exact moment a buyer is researching—without leaving the conversation.

What’s been approved (and what’s live today)

Several reports indicate OpenAI has approved early insurance applications that run inside ChatGPT’s app experience.

Two examples stand out:

• Tuio (Spain, home insurance): an AI quoting flow built by Spanish digital insurer Tuio and powered by WaniWani’s AI distribution infrastructure. It gathers information conversationally and returns a real-time quote from a regulated carrier, without sending the user elsewhere. Some reporting suggests policy purchase functionality is expected to follow.

• Insurify (US, car insurance shopping): a ChatGPT app enabling users to browse and compare personalised car insurance quotes and review customer feedback, then continue to Insurify to complete the purchase.

What’s important isn’t which brand is first. It’s that the pattern is now validated: insurance can be distributed through AI-native interfaces, not just websites and aggregator journeys.

Why this matters now: Chat is becoming the new ‘search’ for complex choices

Insurance buying starts with questions:

• “What does home insurance actually cover in situation X?”

• “What’s the difference between excess options?”

• “Do I need add-ons for valuables, accidental damage, or travel?”

Historically, those questions spread across search, comparison sites, FAQs, broker calls and long forms. The ChatGPT app experience compresses that into one journey: question → clarification → data capture → quote.

For insurers and brokers, that’s a meaningful shift in where intent is formed and where conversion happens.

What changes for insurers and brokers

1) ‘Point of discovery’ becomes a new conversion moment

If customers are researching inside AI, distribution will increasingly happen there too. This doesn’t remove the need for advice and service—but it does move the first interaction earlier, and potentially away from traditional channels.

2) Product clarity becomes a competitive edge

When customers ask questions conversationally, unclear wording, exclusions and edge cases surface instantly. Insurers that can explain cover simply (and accurately) will convert better.

3) Data governance becomes a frontline GTM concern

Conversational quoting requires collecting sensitive information. That elevates questions about:

• what data is collected and stored

• how it’s shared between systems

• whether it’s used for future model improvement

• how consent, deletion and auditability are handled

4) The stack matters: distribution infrastructure becomes strategic

The winners won’t just have the “best model”. They’ll have the cleanest workflow:
knowledge → eligibility → data capture → rating → quote → bind → service.

Practical steps: how to respond in the next 60 days

If you lead digital, distribution, or GTM in insurance, treat this like an early warning—and an opportunity.

1. Map your customer ‘question journey’ (what people ask before they buy)

2. Identify which questions are currently answered by brokers/agents versus content versus aggregators

3. Create a controlled pilot for AI-led quoting or pre-qualification (with clear governance)

4. Standardise language for cover, exclusions and key terms so your product can be explained consistently

5. Define guardrails for data handling, retention, and security reviews

6. Measure outcomes beyond “quotes generated”: clarity, drop-off points, complaint risk, and conversion quality

Where Generation Digital fits

Whether you’re an insurer, MGA, broker or marketplace, the hard part is not “adding AI”. It’s designing a distribution operating model that is safe, measurable and scalable.

Generation Digital helps teams reduce tool sprawl, build governed workflows, and operationalise adoption so AI becomes repeatable—rather than a handful of experiments that never scale.

Summary

OpenAI’s approval of insurance quoting experiences inside ChatGPT signals the start of AI-native distribution: customers can research, answer questions, share details and receive quotes without leaving the conversation. Early examples (Tuio for home, Insurify for car) show the pattern is viable. For the market, the biggest implications are governance, product clarity, and the emergence of ‘point-of-discovery’ conversion as a new battleground.

Next steps: Want to assess readiness for AI-native distribution, consolidate your tooling, and build an adoption plan with governance baked in? Speak to Generation Digital.

FAQs

What does “insurance quotes within ChatGPT” mean?
It refers to approved ChatGPT “apps” that can collect customer information conversationally and return personalised insurance quotes inside the ChatGPT interface.

Who’s doing this today?
Reports highlight early examples including Tuio (home insurance) and Insurify (car insurance shopping), alongside other insurance-related apps appearing in ChatGPT’s app directory.

Does this replace brokers or price comparison sites?
Not automatically. But it changes where the journey starts and can reduce friction for straightforward products. Complex risks will still benefit from advice and specialist placement.

What’s the biggest risk for insurers?
Data governance and customer outcomes: ensuring information is handled safely, quotes are accurate, and customers understand cover and exclusions.

What should insurance leaders do next?
Pilot controlled use cases, standardise product language, define data guardrails, and measure quality of outcomes—not just volume of quotes.