On 8 September 2026, AIxH publishes its GEO audit of home insurance in Luxembourg: 22 Google searches reproducing an individual's buying journey, recorded on 28 August, and four insurers tracked, Foyer, AXA Luxembourg, Baloise and LALUX. Google's AI Overview, the answer written by its artificial intelligence above the classic links, appears on 20 of those 22 searches. The best-covered brand, Foyer, is named in only 13 of the 16 answers where it could have been. This article explains why we carried out this audit without a commission from any insurer, how it was built and what a business leader in another sector can take from it. The five detailed findings, the query-by-query matrix and the annotated screenshots are in the full study.
The facts
- Of the 22 searches tested, spread across four stages (discovery, consideration, comparison, decision), the AI Overview appears on every search of the first three stages. The only two searches without an AI answer are review searches about a brand, at the decision stage; the screen then returns to ads and classic links (AIxH study, searches recorded on 28 August 2026).
- Each insurer is measured on the 16 searches where it could have been named, once the three "X or Y" head-to-heads that do not concern it, the two searches without an AI answer and the answer calibrated for the French market are removed. Foyer is named in 13 answers out of 16 (81.3%), AXA Luxembourg and Baloise in 12 (75%), LALUX in 11 (68.8%). On the average price question and on the legal obligation question, no brand is named.
- The 131 citations recorded, meaning links to a page in the answer or in its source panel, point 72.5% to the four brands' websites and 14.5% to comparison sites, led by switchr.lu. On the four review searches tied to a brand name, only one brand, Foyer, buys a Google Ads placement on its own query; on the other three, the ads shown belong to competitors.
Why audit what Google's AI says about an entire sector?
We chose home insurance because it is a purchase almost everyone prepares on Google, with simple, predictable questions: is it compulsory, how much does it cost, which companies exist, which one to choose for a flat or a house. Since AI Overviews rolled out in French, launched in France on 22 July 2026 and visible in Luxembourg during our searches of 28 August, the first thing a prospect reads on those questions is a text Google writes on its own, choosing the brands it names, their order and the pages it cites. None of the four brands commissioned this work: the aim was to document the method of a GEO audit on a real case, with verifiable figures, rather than describe it in theory.
The method comes down to a few rules. The 22 queries were typed by hand on the same day, in French, as an individual would phrase them, and each answer was archived with its sources. A brand only counts if its name appears in full in the text of the answer; a plain link to its site without the name written counts only as a source citation. Coverage rates cover only the queries where the brand could appear, which explains the base of 16 rather than 22. Citation totals are floor values, as some source panels could not be fully expanded. Finally, an AI Overview is generated at each search: the study describes what Google displayed on 28 August 2026, and only a series of surveys over time allows anyone to speak of a trend.
Three lessons reach beyond insurance. First: ranking well in the classic links does not guarantee being named in the AI answer, and the reverse holds too, as the brand named least often in the audit, LALUX, is the one whose name comes earliest when it does appear. Second: the AI cites specific pages, never whole sites; a brand whose citations are spread across several similar product pages carries less weight than one that concentrates the AI on a single reference page. Third: there are queries where the AI stays silent, here the review searches, and the advertising space becomes the first screen again; three brands out of four let their competitors advertise there on their own name.
AIxH's view
What this audit measures for home insurance, our GEO agency in Luxembourg measures for any sector: a query panel built on the real buying journey, a dated survey of the answers from Google and the other generative engines, brand by brand and competitor by competitor, then the levers to activate, a reference page per product, answers to the questions where the AI stays silent, monitoring of comparison sites and third-party sources. Reading the GEO audit of home insurance in Luxembourg gives a precise idea of the deliverable. The first diagnosis is free: just tell us your sector and your competitors.
