It’s a first for Tuio, and no doubt more will follow on ChatGPT and other platforms.
OpenAI has approved the first AI app from an insurance provider on ChatGPT. Built by Tuio, one of Spain’s leading digital insurers, and powered by WaniWani’s AI distribution infrastructure, the app allows users in ChatGPT to receive a personalized home insurance quote – and soon purchase a policy, entirely within the conversation.
For the first time, an insurance provider can distribute its products and offer quotes directly inside an AI platform where hundreds of millions of insurance buyers are already performing their research.
Why this matters
According to a 2025 Express Legal Funding study, 33% of U.S. adults have already used ChatGPT for financial advice. But until today, AI could only provide generic answers drawn from static web page content. It could not quote a real price for a real person or business.
For businesses or consumers, buying insurance coverage requires filling forms, making calls, or going through different layers of intermediaries. AI is now changing that by removing these friction points. Tuio’s AI app understands the user’s intent, collects the right information through natural conversation, and returns an accurate, personalized quote from a regulated carrier, in real time, without leaving the AI interface.
The beginning of a new distribution channel
For digital-first insurers, AI is already a significant business channel. According to WaniWani’s data, AI currently drives close to 20% of new business for leading digital insurers. ChatGPT alone accounts for around 15% of website traffic (in declarative surveys among website visitors vs. 4% in tracked traffic, AI traffic being notoriously hard to track). This traffic also converts at significantly higher rates than historical search-originated leads. And this was before AI apps. With native apps now live on ChatGPT, insurers can move from being passively referenced by AI to actively selling through it.
Any insurance product, commercial, health, auto, life can now potentially be quoted, compared, and soon purchased inside an AI conversation. Businesses will use AI procurement agents having access to internal datas to find the right coverage. Buyers will be able to perform rich comparisons of coverage with the help of AI analysis of policy conditions, exclusions, and customer satisfaction – far beyond a simple price comparison that tends to favor reduced coverages.
Tuio’s app is only the beginning. Last week, Insurify, a U.S.-based insurance aggregator, also had its app approved by OpenAI. WaniWani is announcing that a dozen additional insurance AI apps – including several of its customers and partners across North America and Europe are in the approval pipeline and expected to go live in the coming weeks.
The technology is not limited to OpenAI. AI apps built on the same infrastructure and standards have also been adopted by Anthropic’s Claude, and Google’s Gemini is expected to publish its own standards for third-party apps in the coming months. The shift toward agent-to-agent distribution is becoming an industry-wide reality.
Every insurer is affected, not just digital-first players
This shift is not limited to online insurers or direct-to-consumer players building their own AI apps. AI is already reshaping the buying process across every segment of insurance. Consumers and businesses are uploading commercial offers and policy documents into ChatGPT to get independent analysis and advice. AI voice agents are calling call centers on behalf of buyers to collect and compare quotes. Procurement teams are using AI to evaluate coverage terms, exclusions, and pricing across multiple carriers simultaneously.
In practice, AI is becoming the buyer. Whether an insurer has built an AI app or not, there is increasingly an AI layer sitting between them and their customers – analyzing their offers, comparing their terms, and influencing purchase decisions.
Be the first to comment