Brands over time

esure
over time

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

133 of esure's own blog posts, press releases and announcements, 2017 to 2022, measured sentence by sentence, 57 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
133
Years covered
2017–22
Archived before ChatGPT
57
Blog · press
132 · 1

01 · Homepage

One capture a year

esure's homepage from 2002 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.

2026esure.com6 Jul 2026
esure homepage, 6 Jul 2026

Screenshot of esure’s homepage (esure.com) as archived by the Internet Archive on 6 Jul 2026. © esure or its licensors. Shown for comparison and review; not endorsed by esure.

Homepage

2026

“Be sure with esure”

Page title

Be sure with esure | esure

Open on the Internet Archive
  1. 2011Motoring Legal Protection
  2. 2014Motor Optional Extras
  3. 2015Car Optional Extras
  4. 2017Why choose esure?
  5. 202424/7 access to your car or home policy in your Account
  6. 2025Be sure with esure

25 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.
8
16
24
Insurance avg 13.6
17.1
16.1
17.6
18.7
16.1
15.6
ChatGPT · Nov 2022
2015no pages
2016no pages
201711 pp
201821 pp
20198 pp
20207 pp
20217 pp
20223 pp
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201717.111
201816.121
201917.68
202018.77
202116.17
202215.63

Years with pages: 2017 (11), 2018 (21), 2019 (8), 2020 (7), 2021 (7), 2022 (3). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

esure 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. "We"

    63% less than its sector

    11% against a sector average of 28%; 2nd lowest of 10.

  2. "You"

    32% more than its sector

    88% against a sector average of 66%; highest of 10.

  3. Em dashes

    31% more than its sector

    2.87 against a sector average of 2.18; 3rd highest of 10.

Sentence lengthHighest of 10
esure 17.1
10.517.1
Contractions3rd highest of 10
esure 21.4
9.625.3
"You"Highest of 10
esure 88%
43%88%
"We"2nd lowest of 10
esure 11%
10%52%
Questions2nd lowest of 10
esure 3.1
2.75.8
Long wordsLowest of 10
esure 19%
19%29%
Em dashes3rd highest of 10
esure 2.87
1.263.84
AI-associated wordsMid-table, 5th of 10
esure 0.67
0.161.23
ExclamationsHighest of 10
esure 1.11
0.041.11
Page lengthLowest of 10
esure 841
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.

04 · Vocabulary

Words esure 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.

hybrid17.9 vs 1.1
water44.7 vs 8.9
garden23.9 vs 3.4
tyres18.9 vs 2.3
pipe11.6 vs 0.6
tip10.7 vs 0.8
driving47.3 vs 13.9
check50.4 vs 15.3
windows14.7 vs 2.0
route10.1 vs 0.9
rac7.3 vs 0.2
lights15.1 vs 2.2
esureSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 133 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · 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.

201711 Aug · BlogArchived copy
“With the last two summers being the warmest on record, more and more people are considering staycations. If the thought of driving in the UK conjures up images of long traffic jams and a quick dash to the service station, think again. We’ve pulled together a list of four fantastic roads to drive in the UK this summer.”
Top 4 Summer Roadtrips
201829 Aug · BlogArchived copy
“Things seem simpler when you’re living out of one suitcase, don’t they? Now might be time to apply that mindset to your home life.”
Keeping That Summer Feeling Alive
202122 Apr · BlogArchived copy
“The best place to start when you’re buying a house is understanding exactly how much it’s going to cost. Of course, there’s the price of the actual house, but you’ll also need to understand the cost of all the other related fees. This is one of the most important steps as it could impact all of your other decisions. So where should you start?”
How To Buy A House

06 · Every page

All 139 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 133 count towards the measures; the rest were not measured (6 pdf report (annual report, info pack)). Pages with no reliable date count in the overall numbers but in no year.

20223 pages
20217 pages
20207 pages
20198 pages
201821 pages
201711 pages
In the overall numbers, no year76 pages
Not measured6 pages

07 · Method

How this was measured

The pages

esure'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?.