Leading Benefits Provider Increases AI Visibility by 270%

/ABOUT the company

Industry

Insurance | Ancillary Benefits | Supplemental Health

Story

One of the largest benefits and supplemental health carriers, offering dental, vision, life, disability, accident, PFML, and absence management solutions through employers and brokers.

AI Search Optimization Results

in AI Visibility
(Up from #21)

AI Visibility Growth
(Over 7-day Period)

AI Visibility
(Across LLMs)

The Opportunity

A leading benefits company had a strong foundation to build on as AI search began reshaping how benefits providers are discovered. While AI-driven traffic totaled 195 sessions over the prior 90 days, primarily from ChatGPT, it pointed to a clear opportunity to expand visibility across a broader set of platforms and capture more of this emerging channel.

With an established offering already in place, the company was well-positioned to strengthen its presence in AI answers and citations. Opportunities across broker credibility, differentiation, and member and employer experience created a clear path to improve how the brand shows up, and gets selected, in AI-driven discovery.

The Results

Conducted an LLM and prompt analysis across 100 AI prompts, 3 LLMs (ChatGPT, Google AI Overviews, and Perplexity), and 43,087 total citations to understand where the ancillary benefits provider was showing up, where it was absent, and which content formats AI engines favored.
Built the strategy around the insight that 63% of top-cited sources were owned content, with product pages, articles, and listicles accounting for the majority of cited URLs.
Prioritized optimization of high-impact owned assets, including the homepage, brokers page, broker FAQs, employers page, and members page.
Developed new AI-friendly explainer content around core differentiators, including proprietary offerings and a broker-focused, tech-enabled, human-led story.
Reframed the company’s digital presence around a clearer differentiation narrative so both buyers and LLMs could more easily answer the question, “Why this provider?”

AEO-Driven Content Strategy

Avenue Z built a focused AEO program for a leading ancillary benefits provider, using LLM and prompt analysis to pinpoint where the brand was appearing, where it was absent, and which content formats AI engines cited most often. Those findings shaped a content strategy centered on high-value owned assets and content, helping turn a complex portfolio into a clearer, more AI-readable story for brokers, employers, and members.

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Integrated Visibility and Brand Support

Alongside AEO, Avenue Z supported the brand with a broader digital and communications approach spanning earned, owned, and performance media, including AI Search Optimization, integrated digital marketing, and broker-focused programs. The work was designed not just to increase visibility, but to make the company easier to understand and trust across the full customer journey, especially in a category where buyers value simpler language, smoother experiences, and stronger broker support.