Brands over time

AXA
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

186 of AXA's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 58 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other insurers, and what it sounds like in its own words.

Pages measured
186
Years covered
2015–26
Archived before ChatGPT
58
Blog · press
54 · 132

01 · Homepage

One capture a year

AXA's homepage from 2000 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026axa.co.uk27 Jun 2026
AXA homepage, 27 Jun 2026

Screenshot of AXA’s homepage (axa.co.uk) as archived by the Internet Archive on 27 Jun 2026. © AXA or its licensors. Shown for comparison and review; not endorsed by AXA.

Homepage

2026

“Insurance quotes from AXA UK”

Page title

AXA Insurance Quotes and Claims | AXA UK

Open on the Internet Archive
  1. 2005AXA - Be Life Confident
  2. 2014AXA PPP healthcare
  3. 2018Imagine the world's best scientists working for you
  4. 2019Together we can face anything
  5. 2021Work hard, insure easy
  6. 2023Insurance quotes from AXA UK

23 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Insurance avg 13.6
11.7
11.9
12.4
13.0
12.9
13.4
13.3
14.5
13.5
14.2
13.6
14.7
ChatGPT · Nov 2022
20157 pp
201612 pp
201711 pp
201819 pp
201923 pp
20209 pp
202121 pp
202217 pp
20238 pp
202410 pp
20256 pp
20264 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201511.77
201611.912
201712.411
201813.019
201912.923
202013.49
202113.321
202214.517
202313.58
202414.210
202513.66
202614.74

Years with pages: 2015 (7), 2016 (12), 2017 (11), 2018 (19), 2019 (23), 2020 (9), 2021 (21), 2022 (17), 2023 (8), 2024 (10), 2025 (6), 2026 (4). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 69 pages from before ChatGPT launched and 20 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 69 pp2024 to 2026 · 20 ppChange
Sentence length
13.414.1+5%
Sentence rhythm
0.830.83+1%
Contractions
12.110.4−14%
"You"
57%77%+20 pts
"We"
33%12%−21 pts
Questions
2.22.0−9%
Exclamations
0.110.18+70%
Long words
29%31%+2 pts
Em dashes
1.520.69−55%
AI-associated words
0.910.87−5%
AI-era marketing words
0.590.64+8%
Quieter LLM-favoured words
0.841.01+20%
AI-associated sentence shapes
0.180.10−48%
Page length
1,0411,035−1%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (69 pages); after = 2024 to 2026 (20 pages). Method: SGR-011.

04 · Against its sector

AXA among insurers

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Contractions

    31% less than its sector

    12.5 against a sector average of 18.1; 2nd lowest of 10.

  2. Em dashes

    30% less than its sector

    1.53 against a sector average of 2.18; 2nd lowest of 10.

  3. Questions

    21% less than its sector

    3.4 against a sector average of 4.3; 3rd lowest of 10.

Sentence length4th lowest of 10
AXA 12.7
10.517.1
Contractions2nd lowest of 10
AXA 12.5
9.625.3
"You"Mid-table, 5th of 10
AXA 65%
43%88%
"We"Mid-table, 6th of 10
AXA 25%
10%52%
Questions3rd lowest of 10
AXA 3.4
2.75.8
Long words2nd highest of 10
AXA 29%
19%29%
Em dashes2nd lowest of 10
AXA 1.53
1.263.84
AI-associated words4th highest of 10
AXA 0.68
0.161.23
Exclamations4th highest of 10
AXA 0.33
0.041.11
Page length2nd highest of 10
AXA 1,192
8411,707

Pages measured: Aviva 273 · Direct Line 191 · Admiral 238 · LV= 305 · AXA 186 · Hastings Direct 146 · esure 133 · Legal & General 286 · Zurich 149 · Bupa 142. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

05 · Vocabulary

Words AXA uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

business145.2 vs 16.7
insurance447.9 vs 172.4
claim91.1 vs 18.3
landlord40.4 vs 4.4
billion31.2 vs 1.7
van39.9 vs 6.7
travel47.1 vs 11.2
liability23.2 vs 2.3
staff17.5 vs 1.5
AXASector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 186 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2021 · Press
“New research by AXA UK1, which explores how people can make the most out of life as COVID-19 restrictions continue to ease, reveals almost two-thirds (64%) value their free time more now than before the pandemic.”
70% of Brits Want to Get Back to the Good Stuff
20226 May · PressArchived copy
“Research from AXA UK has revealed that the average UK home contains nearly £30,000 worth of possessions – but only a third have a complete understanding of what their home insurance does and doesn’t cover.”
Many people underinsure their UK home contents
202316 May · Press
“Nearly two-thirds of drivers surveyed are worried about being able to afford timely repairs to their vehicles, new research from Brake, the road safety charity, and AXA UK has found.”
How the cost-of-living crisis affects road safety
2025 · Press
“With solar panels blamed for three significant fires across the UK last year, and many more attributed to the renewable energy source, AXA UK has highlighted the importance of using a reputable installer and carrying out regular maintenance.”
AXA UK warns of solar panel fire risk

07 · Every page

All 192 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 186 count towards the measures; the rest were not measured (6 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20264 pages
20256 pages
202410 pages
20238 pages
202217 pages
202121 pages
20209 pages
201923 pages
201819 pages
201711 pages
201612 pages
20157 pages
In the overall numbers, no year39 pages
Not measured6 pages

08 · Method

How this was measured

The pages

AXA's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.