Insurify opens its insurance marketplace to personal AI agents

A gateway built for different kinds of agents

Insurify, which describes itself as the leading online insurance marketplace, said the gateway is meant to give shoppers a faster, more efficient way to buy insurance using AI agents of their choice. The launch builds on the company's earlier introduction of what it called the first ChatGPT plugin for insurance shopping. With the gateway, Insurify is setting consistent rules for how agents access its marketplace, handle consumer information and present carrier quotes.

The gateway is a set of live connections, each aimed at a different type of agent, from assistants that plug into outside services to agents that browse websites for a person. Insurify lists three options:

• A Model Context Protocol (MCP) server. A direct connection for AI assistants and apps that use MCP, an open standard many AI tools use to connect to outside services.
• WebMCP tools on Insurify.com. Tools built into the site that let agents working in a web browser complete shopping steps directly, rather than reading and clicking through each page. WebMCP is a proposed web standard for connecting websites to AI agents.
• A dedicated web interface for personal AI agents. An optimized version of Insurify's shopping experience for agents that navigate websites on a consumer's behalf.

According to Insurify, all interfaces connect to the same marketplace and follow the same consumer protections.

Requirements for participating agents

Insurify argues that insurance decisions need more than a list of prices. Coverage limits, deductibles, eligibility requirements and disclosures all affect whether a policy fits a consumer's needs, and those details must remain available, understandable and accurate as shopping moves into AI conversations.

Participating agents are brought into a defined shopping experience with five requirements:

• Consumer consent. Consumers provide appropriate consent to control how their personal information is shared through the integration.
• Coverage transparency. Carrier quotes keep coverage details, attribution and relevant disclosures, consistent with the traditional Insurify experience.
• Privacy and security. Consumer information is handled within Insurify's privacy and security safeguards.
• Identified agent access. Agents identify themselves and access the marketplace through an approved integration.
• A clear path to the carrier. Consumers can move directly to the carrier through Insurify's existing integrations to review coverage, get help and complete the binding process.

The company says these requirements are designed to give consumers a consistent standard of information and protection regardless of which compatible AI agent they use, while preserving carrier control over how products are represented and purchased.

What it means for shoppers and carriers

Giorgos Zacharia, co-founder and co-CEO of Insurify, said: "People should be able to use the AI agent they choose to shop for insurance and have confidence in the information they receive." He added that the approach gives carriers "a foundation to reach customers through an important new distribution channel."

Zacharia also said Insurify is inviting agent developers to build with the company so consumers can benefit from these tools with the information and protections they need. The announcement text names OpenAI's Dots, Meta's Muse and Instinct as AI agents with access to real-time quotes from the marketplace.

Insurify says it has a network of 120-plus carrier partners and lets consumers compare auto, home, pet and renters insurance. Since 2016, the company says, its AI-powered technology has served over 330 million insurance quotes across Insurify and its affiliates. For shoppers, the gateway means an agent they already use could pull comparable quotes with coverage details attached. For carriers, it offers a way to appear in agent-driven shopping while keeping a say in how their products are shown and sold.