22 Google searches along the buying journey, typed in French · 4 insurers tracked: Foyer, AXA Luxembourg, Baloise, LALUX · Luxembourg market · recorded on 28 August 2026
Someone looking for home insurance on Google first reads an answer written by Google's artificial intelligence, ahead of any insurer's website. That AI alone decides which brands it names, in what order, and which pages it links to. This audit records what it says about four home insurers on the Luxembourg market.
best coverage recorded: Foyer, named in 13 of the 16 answers where it could have been
of the 131 citations point to the four brands' own websites
brands defends its own name with an ad on review searches
What a prospect sees
20/22
searches show an answer written by the AI, above the classic links
The 22 searches reproduce an individual's buying journey in four stages. Discovery (5 searches): understanding the product, the legal obligation, the budget. Consideration (5): spotting and sorting the insurers on the market. Comparison (7): putting brands side by side. Decision (5): checking reviews of a brand and weighing price against cover. The AI Overview appears on every search in the first three stages. The only two searches without an AI answer are review searches, at the decision stage.
Those two searches are "avis assurance habitation AXA Luxembourg" and "avis assurance habitation LALUX". At the moment a prospect checks a brand's reputation, the AI answer disappears and the screen returns to ads and classic links. Finding 05 shows who occupies that space.
Finding 01
No brand is named in every answer: Foyer, the best placed, misses 3 answers out of 16
Why 16 rather than 22: each brand is measured only on the searches where it could have been named.
Share of searches where the brand is named in the text of the AI answer, out of the 16 searches where it could have been. 12.5 points separate Foyer from LALUX. The best-covered brand tops out at 81.3 %.
How to read an AI answer
One answer, two ways of being cited in it
A real screenshot from one of the 22 searches. Each number refers to a term used throughout this document.
1
2
3
4
5
The same page, further down the screen: what follows the AI answer.
6
7
A note on reading the figures
A snapshot taken on one day, valid for that day
Finding 02
Three moments when the brands disappear: price, the legal obligation, reviews
The 13 open searches that obtained an AI answer for the Luxembourg market, reproduced word for word as typed into Google on 28 August 2026, with an English gloss in brackets; a new search may give a different answer, see the note above. On 8 of these 13 searches, all four brands are named together: the gaps come from the first 5 rows.
On the price question, no brand is named and the answer relies on a comparison site. On the legal obligation, none either. Total absences: Foyer 2, Baloise 3, AXA Luxembourg 4, LALUX 4.
The 6 head-to-heads: two brands named, two out of scope
An "X or Y" query sets its own scope: only the two brands it names can appear. In all six head-to-heads, the two named brands are present in the text of the answer. Each brand features in three head-to-heads, which are added to the 13 open searches to form its base of 16 queries.
| Query | Result in the AI answer |
|---|---|
| "AXA ou LALUX pour l'assurance habitation" | AXA Luxembourg and LALUX named |
| "AXA vs Baloise assurance habitation Luxembourg" | AXA Luxembourg and Baloise named |
| "AXA vs Foyer assurance habitation Luxembourg" | AXA Luxembourg and Foyer named |
| "Foyer vs Baloise assurance habitation Luxembourg" | Foyer and Baloise named |
| "LALUX vs Baloise assurance habitation Luxembourg" | LALUX and Baloise named |
| "LALUX vs Foyer assurance habitation" | LALUX and Foyer named |
The 3 searches left out of the comparison
Shown here for completeness, they are excluded from the coverage rates.
| Query | Reason for exclusion |
|---|---|
| "avis assurance habitation AXA Luxembourg" | no AI answer shown |
| "avis assurance habitation LALUX" | no AI answer shown |
| "quelle assurance habitation choisir pour un appartement en location" | answer calibrated for the French market, no Luxembourg brand |
Finding 03
LALUX is the brand named least often, yet when it is named, its name comes earliest in the answer
Average order of the name's first appearance in the answer: a reading order, with no quality ranking implied by Google. On the 8 answers that name all four brands, LALUX comes first 3 times, Foyer and Baloise 2 times each, AXA Luxembourg once. On the query closest to the decision, the one about value for money, Baloise is named first and AXA Luxembourg last. The number of answers where a brand is named and its place within those answers are two different measures: LALUX is last on the first and first on the second.
Finding 04
Nearly three citations in four lead to the brands' own websites
of the 131 citations recorded (a citation is a link to a page, in the answer or in its source panel) point to the websites of the four brands tracked
of citations, roughly one in seven, go to a comparison site: switchr.lu, assuranceshabitation.lu, topassur.lu
The five domains most cited by the AI across the 22 queries. Four belong to the brands tracked. The fifth, switchr.lu, is cited on 7 distinct queries. The brands' websites therefore supply most of the AI's sources, while what the answer keeps from those pages, and in what order, is beyond their control.
Key finding
With no Luxembourg reference in the search, the AI answered for the French market
Only one of the 22 queries contained neither the word Luxembourg nor the name of a local brand: "quelle assurance habitation choisir pour un appartement en location" (which home insurance to choose for a rented flat). The answer cites only French comparison sites, guarantors and insurers. None of the four Luxembourg brands appears in it. This query is excluded from the coverage rates.
The answer recorded: three source cards, LesFurets.com, Allianz and Garantme, all French. On the same page, further down, AXA Luxembourg and LALUX were buying ads and a Luxembourg site held the first place among the classic links. On this query, only traditional search and advertising kept a Luxembourg presence on screen.
Finding 05
On review searches, only one brand in four buys an ad on its own name
Foyer
AXA Luxembourg
Baloise
LALUX
Four of the 22 queries combine the word "avis" (reviews) with the name of one of the brands. Foyer is the only one of the four to buy an ad on its own query. On the other three, the ads shown belong to competitors: Foyer and Baloise on "avis assurance habitation AXA Luxembourg", Foyer on "avis assurance habitation Baloise Luxembourg", AXA Luxembourg on "avis assurance habitation LALUX". A prospect checking one brand's reputation runs into another brand's advertising.
What these figures make possible
Three levers emerge from the audit
Concentrate citations on one dedicated product page
The AI cites specific pages, never whole sites. AXA Luxembourg's citations are spread across two similar product pages, which dilutes the weight of each. The first task is to designate one reference page per product, one the AI finds again from one query to the next.
Defend your name where the AI stays silent
On review searches with no AI answer, the advertising space becomes the first screen. Only one of the four brands occupies it on its own query. For the other three, that screen belongs to their competitors.
Keep an eye on comparison sites
switchr.lu is the fifth most cited domain in the sector, the only player in the top 5 that does not belong to a tracked brand. It is cited on 7 distinct queries, including the average price query, where no brand is named. One citation in seven passes through a comparison site the brands do not control.
Manual searches recorded on 28 August 2026 on Google AI Overview, Luxembourg market, queries typed in French. Rates calculated on the 16 queries where each brand falls within the scope of the question asked. Citation totals are floor values, as some source panels could not be fully expanded. Does not cover ChatGPT, Copilot or Perplexity. Answers are generated dynamically and valid on the date of the survey. The full ranking and the data behind this study are available on request at hello@aixh.com.
