Brands over time

Bupa
over time

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

142 of Bupa's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 39 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
142
Years covered
2015–26
Archived before ChatGPT
39
Blog · press
17 · 125

01 · Homepage

One capture a year

Bupa'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.

2026bupa.co.uk12 Jul 2026
Bupa homepage, 12 Jul 2026

Screenshot of Bupa’s homepage (bupa.co.uk) as archived by the Internet Archive on 12 Jul 2026. © Bupa or its licensors. Shown for comparison and review; not endorsed by Bupa.

Homepage

2026

“Health insurance benefits for all the family”

Page title

Private healthcare | Bupa UK

Open on the Internet Archive
  1. 2010Health and life cover
  2. 2012Our cancer promise
  3. 2015Our focus is your health
  4. 2018Health insurance. For Living
  5. 2022Coronavirus help and support
  6. 2026Health insurance benefits for all the family

27 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
15.0
9.9
9.3
12.1
9.0
12.2
13.4
9.5
9.9
9.8
11.2
9.9
ChatGPT · Nov 2022
20154 pp
20166 pp
20173 pp
20185 pp
20191 pp
20204 pp
202113 pp
20223 pp
20235 pp
20245 pp
202517 pp
20267 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201515.04
20169.96
20179.33
201812.15
20199.01
202012.24
202113.413
20229.53
20239.95
20249.85
202511.217
20269.97

Years with pages: 2015 (4), 2016 (6), 2017 (3), 2018 (5), 2019 (1), 2020 (4), 2021 (13), 2022 (3), 2023 (5), 2024 (5), 2025 (17), 2026 (7). 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 21 pages from before ChatGPT launched and 29 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 · 21 pp2024 to 2026 · 29 ppChange
Sentence length
12.410.6−14%
Sentence rhythm
0.740.75+1%
Contractions
17.419.4+11%
"You"
57%65%+8 pts
"We"
37%19%−18 pts
Questions
3.25.1+59%
Exclamations
0.050.08+59%
Long words
26%24%−2 pts
Em dashes
2.141.28−40%
AI-associated words
0.240.04−84%
AI-era marketing words
0.170.04−78%
Quieter LLM-favoured words
1.100.25−77%
AI-associated sentence shapes
0.400.03−91%
Page length
8242,376+188%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (21 pages); after = 2024 to 2026 (29 pages). Method: SGR-011.

04 · Against its sector

Bupa 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. Sentence length

    23% less than its sector

    10.5 against a sector average of 13.6; lowest of 10.

  2. Em dashes

    15% less than its sector

    1.86 against a sector average of 2.18; mid-table, 5th of 10.

  3. Questions

    14% more than its sector

    4.9 against a sector average of 4.3; 3rd highest of 10.

Sentence lengthLowest of 10
Bupa 10.5
10.517.1
ContractionsMid-table, 6th of 10
Bupa 17.4
9.625.3
"You"Mid-table, 6th of 10
Bupa 62%
43%88%
"We"4th lowest of 10
Bupa 25%
10%52%
Questions3rd highest of 10
Bupa 4.9
2.75.8
Long wordsMid-table, 6th of 10
Bupa 25%
19%29%
Em dashesMid-table, 5th of 10
Bupa 1.86
1.263.84
AI-associated wordsLowest of 10
Bupa 0.16
0.161.23
ExclamationsMid-table, 6th of 10
Bupa 0.26
0.041.11
Page lengthHighest of 10
Bupa 1,707
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 Bupa 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.

health183.7 vs 25.4
dental46.0 vs 0.9
treatment37.2 vs 2.9
cancer38.8 vs 3.7
mental40.8 vs 4.6
sleep36.5 vs 1.1
anxiety34.3 vs 1.3
teeth31.9 vs 0.7
healthy26.9 vs 1.8
exercise24.0 vs 1.2
symptoms23.3 vs 1.3
healthcare22.2 vs 1.1
BupaSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 142 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.

20166 Sep · PressArchived copy
“How often have you found yourself saying: ‘There are never enough hours in the day’? With longer and longer to-do lists that include work, family and personal goals, it can sometimes feel like we never have the energy to get things done.”
Seven ways to increase your energy and productivity
201817 Apr · PressArchived copy
“The number of feet in a yard, how to wire a plug and how to do multiplication without a calculator - these are amongst the things over 55s are more likely to know than 18-34 year olds.”
Celebrating Seniors
20209 Jan · PressArchived copy
“Losing weight is usually thought of as a good thing. But it can also be tied up with unhappiness about how we look – and pressures from social media, magazines and TV to look a certain way don’t help. Here, we’ll look at having a positive body image and being a healthy weight.”
Losing weight in a healthy way
2021Apr · BlogArchived copy
“The mental health of employees is an important consideration for many employers, and for good reason. Better mental health support in the workplace can save UK businesses up to £8 billion per year1.”
Mental Health Awareness Week 2021
202319 Dec · Press
“Your metabolic health relates to how your body processes things like fats and sugar. It’s based on several different factors, which together affect your risk of disease. Here I’ll explain why metabolic health is important, and what you can do to improve it.”
What is metabolic health and why is it important?
202518 Mar · Press
“Many of us rely on alcohol to help us connect with others. You might want to reduce, or stop drinking, but still have a meaningful and fulfilling social life. Here I’ll share my top tips for connecting socially while sober.”
How to find social connection without alcohol

07 · Every page

All 146 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 142 count towards the measures; the rest were not measured (1 pdf report (annual report, info pack), 2 mostly short lines (lists, tables, link pages) rather than prose, 1 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

20267 pages
202517 pages
20245 pages
20235 pages
20223 pages
202113 pages
20204 pages
20191 page
20185 pages
20173 pages
20166 pages
20154 pages
In the overall numbers, no year69 pages
Not measured4 pages

08 · Method

How this was measured

The pages

Bupa'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?.