Insurance
10 brands and 2,049 of their pages, side by side. Brighter cells are higher within the sector. Rows in grey rest on fewer than 30 pages: read them as a sketch. Brands with fewer than 10 pages show no measures.
01 · Side by side
Every measure, every brand
Means across each brand’s measured pages. Select a brand to open its page.
| Brand | Pages | Sentence length | Contractions | "You" | "We" | Questions | Long words | Em dashes | AI-associated words |
|---|---|---|---|---|---|---|---|---|---|
| LV= | 305 | 15.5 | 15.9 | 53% | 42% | 3.9 | 26% | 1.85 | 0.57 |
| Legal & General | 286 | 14.3 | 14.4 | 43% | 52% | 4.9 | 27% | 1.65 | 1.23 |
| Aviva | 273 | 12.7 | 18.8 | 61% | 35% | 5.1 | 26% | 3.17 | 0.76 |
| Admiral | 238 | 12.0 | 20.8 | 66% | 27% | 5.8 | 22% | 2.16 | 0.39 |
| Direct Line | 191 | 13.8 | 25.3 | 87% | 12% | 4.6 | 19% | 1.66 | 0.40 |
| AXA | 186 | 12.7 | 12.5 | 65% | 25% | 3.4 | 29% | 1.53 | 0.68 |
| Zurich | 149 | 13.6 | 9.6 | 54% | 44% | 2.7 | 29% | 1.26 | 0.89 |
| Hastings Direct | 146 | 13.8 | 25.0 | 87% | 10% | 4.8 | 19% | 3.84 | 0.42 |
| Bupa | 142 | 10.5 | 17.4 | 62% | 25% | 4.9 | 25% | 1.86 | 0.16 |
| esure | 133 | 17.1 | 21.4 | 88% | 11% | 3.1 | 19% | 2.87 | 0.67 |
Measures and method: SGR-010; the brand list and sectors come from SGR-009.