Britain’s sole traders and small business owners can now generate an indicative insurance quote without ever leaving ChatGPT, after digital broker Simply Business became the first in the UK to plug its pricing engine directly into OpenAI’s chatbot.
The London-headquartered insurer, which counts more than one million customers across the UK and United States, has switched on a dedicated app inside ChatGPT’s App Directory. A parallel launch has gone live in the US market on the same day.
For the estimated 5.5 million small businesses across the UK, the pitch is one of speed. Users are asked for just four details , their trade, annual turnover, years trading and UK postcode – and the app returns an indicative price in seconds. Those who wish to proceed are routed to the Simply Business website to complete underwriting and purchase a policy in the conventional way.
The company says the integration has been built with the privacy, security and reliability safeguards that brokers are expected to uphold, a point likely to matter to regulators watching the rapid encroachment of generative AI into regulated financial services.
The move is the latest plank in a global technology strategy that has been gathering pace at Simply Business. In October last year, the firm rolled out a hyper-personalised AI advisor in the US, designed to strip friction out of a purchase journey that has long been a source of frustration for time-poor entrepreneurs.
Group chief executive David Summers said the launch was a natural extension of the company’s founding ambition. “In 2005, we set out to change the way small businesses purchase insurance,” he said. “More than two decades later, we have over one million customers worldwide and we are continuing to evolve our capabilities to simplify the way they research and buy insurance. Launching this insurance app in the UK and the US for small businesses in ChatGPT is our latest step in meeting our customers where they are and making the insurance-buying process an easier, better and fairer experience for them.”
Group chief technology officer Dana Edwards argued that the broker was simply following its customers. “Small business owners are already using platforms like ChatGPT to research, plan and make decisions,” she said. “By safely bringing insurance pricing into that environment, we’re removing one more barrier between them and the coverage they need. We designed the app with the safeguards that customers have come to expect, this kind of rapid, responsible innovation is precisely what our global technology platform is built for.”
The launch underscores a broader shift in how UK SMEs are expected to transact with financial services providers. As conversational AI becomes the first port of call for research on everything from tax to staffing, insurers, accountants and lenders are under growing pressure to meet customers inside those platforms rather than waiting for them to arrive on a branded website.
The Simply Business app will appear as a recommendation when ChatGPT users ask questions related to business risk and insurance cover, or it can be summoned directly from the App Directory.
