How Frontier Insurance scores now
Twelve signals across the three pillars, this month. Each bar shows how the brand compares with the category leader, which sits at 100. The dark bar marks a signal where this brand leads the set.
At a glance
Where Frontier Insurance sits, what is holding it back, and what is worth a closer look. Who else is moving in the set is broken out on the next tab.
Organic Discovery Score over time
Overall score by month across the set. Where is the field tightening or splitting apart?
Who is moving, and why
The brands driving the trajectory chart above, with the metric that moved and what sits behind it where the data shows it.
Signal by signal, against the leader
Twelve signals side by side. Delta now is how Frontier Insurance compares with the top rival this month. 13m indexed move is how its position against the set has shifted over the year, positive when it gains relative ground even if raw values slide.
Why raw and indexed can disagree. Every signal is indexed to the leader each month (leader = 100). If rivals decline harder than we do, our indexed position rises even when the raw number falls. The pillar scores are indexed; the raw column shows the absolute change over the same window.
Head terms: who is on page one
Twelve searches a UK landlord, holiday-let owner or homeowner would make, checked live in the search results for all seven brands.
Signals moving the wrong way
The tracked signals whose raw values have slid over the thirteen months. Even where the indexed position holds against the field, a falling raw number still needs fixing.
Category context
SERP pattern · AIOs · Trustpilot floor · non-scored competitors
The structural shape of UK home and landlord insurance — who owns the SERP, where AI Overviews show up, which brand names inflate raw AI SoV, and the aggregators that sit outside the scored set but capture most of the demand.
How AI sees Frontier
How AI sees Frontier Insurance
Two questions the models answer: how often a brand is named, and how clearly and warmly it is described. Both are measured across six AI models on UK home and landlord insurance prompts that do not name any brand.
AI Share of Voice, by model
How the models actually answer
Three representative responses, each to a question that names no brand. Rival names in charcoal, Frontier Insurance in teal.
What the brand says vs what AI says
Frontier Insurance's positioning from its own site, side by side with how AI answers describe the brand. The diff shows which claims land on both sides and which appear on only one.
Where AI's picture comes from
The domains cited in answers that name each brand, as a share of each brand’s 50 most-cited domains. Comparison and broker sites count as Aggregator.
Comparison sites dominate what AI cites about UK home and landlord insurance: MoneySuperMarket, GoCompare and CompareTheMarket are three of the six most-cited domains overall. MoneySavingExpert (265 answers), Reddit (169), Which? (150) and Forbes (140) follow. Citation counts are per brand-free answer and are not scored on their own.
Who the press recommends
Which of the press-set domains link to each brand: eight of a 30-domain list of mainstream finance, comparison and landlord-property titles, weighted by Domain Rating. Many of the links are forum threads and comparison-site provider pages rather than editorial.
Press endorsement
Where the audience actually is
Subreddits · YouTube channels · search themes (SparkToro)
Where UK homeowners, landlords and Airbnb hosts spend time, from a SparkToro audience report (9bcf91c07f0e). Audience affinity, not AI citations.
Subreddits
YouTube channels
Search themes
Where Frontier Insurance is losing ground
Three constraints behind the score, each read against a named rival or the set.
The gap
How the score is built
How the Organic score is put together: the twelve signals, the weights, what was adjusted, and what this run could not read.
The twelve signals
Each signal is pulled from Ahrefs (UK, via the API) or Trustpilot, indexed against the leader in the set each month, then rolled into its pillar. Pillars combine into the headline score by the weights below. “Tracked” signals have monthly history; “point-in-time” ones are held at their latest reading.
| Pillar | Signal | What it reads | Basis |
|---|
Reading it: level, direction, consistency
Level is how good it is, read against 100. Direction is which way it is heading. Consistency is how steadily it holds, measured as variation around the brand’s own 13-month average. Each signal scores value ÷ category-best × 100 each month, so the score is relative: if rivals improve and a brand stands still, its score falls. The latest partial month (October 2026) is held out.
Weighting and the AI layer
Understood-led: Found 30 · Understood 45 · Chosen 25. Within Found, AI share of voice and non-brand traffic carry 35% each and link authority 30%; within Understood, AI clarity 25%, anchor relevance 24%, topic footprint 20%, category capture 19% and AI sentiment 12%; within Chosen, brand demand 30%, top-3 rankings 25%, press endorsement 23% and Trustpilot 22%. Switch to “Even” to test the pillar weighting. Domain Rating and referring domains are averaged into one link-authority signal, and brand traffic is folded into brand demand (65/35).
AI layer. Share of voice, sentiment and clarity come from Ahrefs Brand Radar, UK, across six models: ChatGPT, Google AI Overviews, Google AI Mode, Gemini, Perplexity and Copilot. No tracked Brand Radar report exists for Frontier, so the scope is the brand-excluded wide scope: Ahrefs’ own prompt set, no category filter, with every prompt that names any of the seven brands removed. Claude is not in the Ahrefs prompt dataset and Grok is paused, so neither is scored. Sentiment is an analyst read of sampled responses and is thin for Frontier, which is rarely named. Clarity is 100 ÷ (1 + the spread of a brand’s share of voice across the six models).
Adjustments, floors and what this run could not do
Raw vs category-scoped AI figures
Several brand names double as ordinary words. Sampled answers show “Urban Jungle” matching a sneaker store, a graffiti font and a pram, “Frontier” matching frontier markets, and “Home Protect” matching a home-buyers product. As a check, the same pull was repeated with the prompts limited to 14 category phrases. The scoped figures fall for every brand, including ones with no name clash, so the phrase filter is too narrow to use as the scored scope (it also drops genuine insurance prompts that use other words). The score uses the raw, brand-excluded figures. That is the harsher read on Frontier: scoped, its average share of voice would rise, not fall. Mentions are summed over six models; share of voice is the six-model average.
| Brand | Raw mentions | Scoped mentions | Ratio | Raw SoV | Scoped SoV |
|---|---|---|---|---|---|
| Frontier Insurance | 58 | 31 | 1.9× | 12% | 24% |
| Policy Expert | 184 | 124 | 1.5× | 20% | 20% |
| Homeprotect | 194 | 63 | 3.1× | 24% | 16% |
| Intelligent Insurance | 61 | 27 | 2.3× | 10% | 15% |
| Caravan Guard | 381 | 93 | 4.1× | 22% | 17% |
| Pikl | 21 | 19 | 1.1× | 1% | 2% |
| Urban Jungle | 217 | 41 | 5.3× | 20% | 9% |
Trustpilot volume floor
A rating is scored only with at least 500 lifetime reviews. Pikl has 439 (4.8), so it is shown but takes the set median. Policy Expert’s Trustpilot page could not be read in this run, so it also takes the median (4.6). Frontier has 4.6 from 15,548 reviews.
Link spam
Referring domains rose across all seven brands in September 2026, and the same spam anchors (a fake “SEOExpress.org” testimonial, “DA 50 PA 40 PBN” sellers, Telegram pitches) sit in every profile, so this is a campaign, not an Ahrefs recount. Frontier went from 49 to 984 referring domains; Ahrefs flags 58 of its newest 60 as spam, 56 of them first seen in a 7.5-hour window. The score still counts these numbers. Frontier’s surge is the largest in the set, so its link signals are likely flattered; we have not re-scored the set without it. Anchor relevance is a manual read of each brand’s top 50 anchors by referring domains.
History vs live figures
Monthly series come from Ahrefs’ historical data and differ from live snapshots. On 19 October Frontier showed Domain Rating 26 live against 29 in the September series, and 50 top-3 keywords against 80 at 30 September. Rival traffic also differs: Policy Expert 52.7k live against 44.1k in the series, Pikl 2.6k against 0.7k. The series is used throughout so brands are compared like for like.
Other limits
- Brand and non-brand traffic are split from each brand’s top 50 brand-name keywords, then interpolated between September 2025 and September 2026.
- Head-term ranks come from a live SERP check that returns the first 10 to 11 organic results. A dash means not on page one. Keyword-table ranks can differ by a position or two.
- The press set is 30 domains. Only live links are counted, and many are forum threads or comparison-site provider pages.
- AI Overviews sit on 11 of the 12 head terms checked and take position one, so organic rank is worth less than it was.
- Mentions and citations are counts of responses. Frontier is named in 58 responses and its domain is cited in 257 on the same prompt set.
- Figures are third-party estimates and scores are directional.