# How do UK insurers write? 10 brands, 2,049 pages measured · ScriptGrain Research > 2,049 blog posts and press releases from 10 UK insurers and insurance brands, measured on the same counted habits as the rest of ScriptGrain's brand writing series and set against nine other sectors. The sector report behind SGR-010 and SGR-011. Free data under CC BY 4.0. Canonical: https://scriptgrain.com/research/how-uk-insurers-write # How do UK insurers and insurance brands write? 10 brands measured against nine other sectors **SGR-017**, conducted 2026-10-05. Analyst: Jack Stovell, founder, ScriptGrain. **Question:** How does the writing of UK insurers and insurance brands differ from other sectors' on counted habits such as sentence length, "you", contractions and AI-associated words, and how has it changed since 2015? ## Summary **Background.** [SGR-010](https://scriptgrain.com/research/how-uk-brands-write) measured how 117 UK brands in 10 sectors write, and [SGR-011](https://scriptgrain.com/research/did-brand-writing-change-after-chatgpt) tested whether that changed after ChatGPT. This report takes one sector, insurers, and sets its writing against the other nine. **What we did.** We measured 2,049 pages from 10 UK insurers and insurance brands: 1,346 blog posts and 703 press releases and announcements, 610 of them from the Internet Archive. Every measure is a count made in code. Each brand counts once, however many pages it has. **What we found.** Against the other nine sectors, insurers wrote with fewer AI-era marketing words (0.47 against 0.95, 2nd lowest of 10 sectors); fewer AI-associated words (0.62 against 1.21, 2nd lowest of 10 sectors); more questions (4.3 against 2.9, highest of 10 sectors); more "you" (66% against 48%, highest of 10 sectors). Insurers' most distinctive words were "insurance", "life", "car", "cover", "claim", "pension". **What it means.** These are sector averages over brands. On 8 of the 12 habits the middle half of the sector's own brands sits wholly to one side of the other sectors' average, so on those habits at least three in four of its brands sit on the same side. The report describes; it was not set up to test a hypothesis. ## Key numbers - UK insurers averaged 0.47 AI-era marketing words per 1,000 words, against 0.95 in the other nine sectors (2nd lowest of 10 sectors; ScriptGrain, 2026; 10 brands, 2,049 pages). - UK insurers averaged 0.62 AI-associated words per 1,000 words, against 1.21 in the other nine sectors (2nd lowest of 10 sectors; ScriptGrain, 2026; 10 brands, 2,049 pages). - UK insurers averaged 4.3 questions per 1,000 words, against 2.9 in the other nine sectors (highest of 10 sectors; ScriptGrain, 2026; 10 brands, 2,049 pages). - AI-associated words in insurers' writing peaked in 2024 at 1.04 per 1,000 words (ScriptGrain, 2026; 10 brands, brand-weighted by year). ## Sample 10 UK insurers and insurance brands from ScriptGrain's brand deep corpus (October 2026): blog posts, press releases, product announcements and information packs from their own sites, fetched on 4 and 5 October 2026, plus archived pages from 2015 to November 2022. 2,049 pages measured. - Written by the brand on its own site or newsroom, in English - At least 150 words of main text - Not a link list or menu ## Method Plan: the sector reports were set out in the series pre-registration (docs/research/brand-series-preregistration.md section 6) before any page was measured: the SGR-010 tables for the sector against all other sectors, and the SGR-011 measures within the sector, exploratory, with intervals. Text and measures: as in SGR-010. Each page's main content reduced to plain text and counted in code. Weighting: each brand's pages are averaged first, then brands, here and for the other nine sectors. Years: pages with a date from their metadata, structured data or URL, or an archive capture date. A year is shown for the sector when it has 10 or more pages. Before and after: SGR-011's rule, inside the sector: a brand channel with at least 10 dated pages from 2019 to November 2022 and 10 from 2024 on. ### Variables measured - Words per sentence - Sentence length variation - Long words (7+ letters) - "You" share of I, we, you - "We" share of I, we, you - Contractions per 1,000 words - Questions per 1,000 words - Exclamation marks per 1,000 words - Em dashes per 1,000 words - AI-associated words per 1,000 - AI-era marketing words per 1,000 - Words per page ## What each measure means ## Findings - **Fewer AI-era marketing words than other sectors** (0.47 against 0.95 (−50%)): Insurers ranked 2nd lowest of 10 sectors. The middle half of the sector's brands ran from 0.31 to 0.53. - **Fewer AI-associated words than other sectors** (0.62 against 1.21 (−49%)): Insurers ranked 2nd lowest of 10 sectors. The middle half of the sector's brands ran from 0.40 to 0.74. - **More questions than other sectors** (4.3 against 2.9 (+47%)): Insurers ranked highest of 10 sectors. The middle half of the sector's brands ran from 3.5 to 4.9. - **More "you" than other sectors** (66% against 48% (+38%)): Insurers ranked highest of 10 sectors. The middle half of the sector's brands ran from 55% to 82%. - **AI-associated words by year** (Peak in 2024: 1.04 per 1,000 words): Across all 10 sectors the peak was 2024 (2.16). Insurers ranked 2nd lowest of 10 sectors on these words over the whole period. - **Press releases against the same brands' blogs** (Less "you" (−23.3 points, 95% interval −37.0 to −7.6); fewer contractions (−7.0, 95% interval −9.5 to −4.6); more AI-associated words (+0.66, 95% interval 0.18 to 1.18)): Seven insurers had at least five of each. Positive numbers mean the press releases had more. - **Before and after ChatGPT (exploratory)** (0.60 to 0.81 AI-associated words per 1,000; seven brands): Seven of the 10 insurers had at least 10 dated pages in one channel both before ChatGPT (2019 to November 2022) and from 2024. In that writing, AI-associated words went from 0.60 to 0.81 per 1,000 words (+0.21, 95% interval −0.22 to 0.66). - **One voice across channels (from SGR-012)** (Same brand, same channel 81; same brand, other channel 63; rival, same channel 74 (out of 100)): Three insurers qualified for [SGR-012](https://scriptgrain.com/research/does-a-brand-keep-one-voice). Here a rival's page in the same channel scored closer than the brand's own other channel. ## What this study does not show - That any page, or any brand, used AI to write. Word counts show style; humans used these words before ChatGPT and keep using them. - That voice measurement, ScriptGrain's or anyone's, can tell whether a text was written by AI. Nothing in this study tests that. - That one insurer's writing is better than another's, or that the sector's habits work. Nothing here measures readers, sales or search. ## How insurers write, against the other nine sectors ## Every habit measured Brand-weighted averages. Rank among all 10 sectors, 1 being the highest. Habit · Insurers · Other sectors · Middle half of the sector's brands · Rank of 10 Words per sentence · 13.6 · 13.2 · 12.7 to 14.1 · 4 Sentence length variation · 0.72 · 0.78 · 0.63 to 0.77 · 6 Long words (7+ letters) · 24% · 26% · 20% to 27% · 9 "You" share of I, we, you · 66% · 48% · 55% to 82% · 1 "We" share of I, we, you · 28% · 46% · 15% to 40% · 10 Contractions per 1,000 words · 18.1 · 15.5 · 14.8 to 21.2 · 2 Questions per 1,000 words · 4.3 · 2.9 · 3.5 to 4.9 · 1 Exclamation marks per 1,000 words · 0.41 · 1.36 · 0.18 to 0.65 · 10 Em dashes per 1,000 words · 2.18 · 2.29 · 1.65 to 2.69 · 5 AI-associated words per 1,000 · 0.62 · 1.21 · 0.40 to 0.74 · 9 AI-era marketing words per 1,000 · 0.47 · 0.95 · 0.31 to 0.53 · 9 Words per page · 1,055 · 1,104 · 932 to 1,077 · 3 ## AI-associated words by year ## Words this sector uses more than others Uses per 10,000 words. Mostly the sector's subject matter; the voice is in the habits above. Word · Insurers · Other sectors insurance · 219.6 · 5.4 life · 102.3 · 11.4 car · 74.6 · 3.6 cover · 73.8 · 5.0 claim · 29.1 · 1.7 pension · 23.5 · 1.5 health · 48.9 · 13.0 illness · 19.9 · 1.1 claims · 19.3 · 0.8 retirement · 16.7 · 0.9 ## Press releases against blogs, within the same brands Press releases minus the same brand's blog posts, averaged over the seven insurers with at least five of each (95% interval in brackets). Measure · Difference Words per sentence · +1.8 (−0.2 to 3.9) "You" share · −23.3 (−37.0 to −7.6) points Contractions per 1,000 words · −7.0 (−9.5 to −4.6) AI-associated words per 1,000 · +0.66 (0.18 to 1.18) ## Before and after ChatGPT, within the sector (exploratory) Seven of the 10 insurers had at least 10 dated pages in one channel both before ChatGPT (2019 to November 2022) and from 2024. In that writing, AI-associated words went from 0.60 to 0.81 per 1,000 words (+0.21, 95% interval −0.22 to 0.66). Measure · 2019 to Nov 2022 · 2024 on · Change (95% interval) AI-associated words per 1,000 · 0.60 · 0.81 · +0.21 (−0.22 to 0.66) AI-era marketing words per 1,000 · 0.43 · 0.65 · +0.22 (−0.14 to 0.61) AI sentence shapes per 1,000 · 0.17 · 0.18 · +0.01 (−0.11 to 0.11) Em dashes per 1,000 words · 1.99 · 2.01 · +0.03 (−0.44 to 0.54) Words per sentence · 14.17 · 13.05 · −1.11 (−1.94 to −0.25) ## Limitations - 10 brands. A sector average can move with one or two brands; the brand range column shows the spread. - Pages are what each brand publishes on its own sites. Brands that publish little have few pages. - Counts of surface habits only. They describe style, not quality. - Descriptive. Differences from other sectors are reported without significance tests. ## Competing interests ScriptGrain sells writing-voice measurement, and the analyst builds it. The sector reports were planned in the series pre-registration before any page was measured, every number is a count made in code, and the data and scripts are public. ## Reproducing this - Scripts: scripts/experiments/brand-series/sectors.mjs, sector-charts.mjs and sector-entry.mjs in the ScriptGrain repository. - Every page's URL, brand, sector and measures are in the brand writing dataset below. ## Data - [Summary: all six sector reports, habits, ranks, years, intervals (JSON)](/research/sgr-sectors-summary.json) (json) - [Every page in the brand writing series, with its measures (CSV)](/research/brand-writing-pages.csv) (csv) Released under [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/): free to reuse, including commercially, with credit to ScriptGrain and a link to this page. ## Citations - [ScriptGrain (2026). How do UK brands write? (SGR-010)](https://scriptgrain.com/research/how-uk-brands-write) - [ScriptGrain (2026). Did brand writing change after ChatGPT? (SGR-011)](https://scriptgrain.com/research/did-brand-writing-change-after-chatgpt) ## How to cite ScriptGrain (2026). How do UK insurers and insurance brands write? 10 brands measured against nine other sectors (Study SGR-017, conducted 5 October 2026). Dataset licensed CC BY 4.0. https://scriptgrain.com/research/how-uk-insurers-write ## About the analyst Jack Stovell has worked in finance and data for more than twelve years, building management reporting, forecasting and profitability models for advertising agencies and tech scale-ups, from SQL and Power BI reporting to board-level analysis. Since 2016 he has run Adapt Progress Evolve, an applied AI studio, where he builds and operates AI systems and data products: ScriptGrain's measurement of writing voice across 45 attributes, UK Spend, which brings 16.7 million rows of UK council spending into one queryable dataset, and more than thirty AI agents running in production. He designs ScriptGrain's studies and is accountable for every number in them. - [jstov.uk](https://jstov.uk) - [LinkedIn](https://www.linkedin.com/in/jackstovell) - [GitHub](https://github.com/StovBuilds) ## About ScriptGrain (not a finding) ScriptGrain measures writing voice, the habits that make a writer recognisable. The counts in this report are the ones the free [writing style analyser](https://scriptgrain.com/tools/writing-style-analysis) and [AI cliché checker](https://scriptgrain.com/tools/ai-cliche-checker) run on any text you paste. This report describes how a sector writes; it is not a test of who, or what, wrote any page. ## More research - [How do software companies with UK sites write? 16 brands measured against nine other sectors](https://scriptgrain.com/research/how-software-companies-write) - [Same Brief, Four Voices](https://scriptgrain.com/blog/same-brief-four-voices) - [ChatGPT vs a measured voice](https://scriptgrain.com/research/chatgpt-vs-a-measured-voice)