Overview
Alan Boswell is an independent insurance broker offering cover across a range of personal and commercial insurance products.
For this campaign, we focused on unoccupied property insurance, a commercially important category where the brand had little visibility in AI-generated recommendations. Our aim was to improve how often Alan Boswell appeared when users asked LLMs for providers in this area, while continuing to support organic search performance around the same product.
The brief
Alan Boswell originally came to Reboot to improve organic search performance across its key insurance products.
As AI search became a more important part of how customers research providers, we identified a clear gap around unoccupied property insurance. The brand was not appearing in ChatGPT or Gemini for relevant recommendation-led prompts, despite the product being an important part of the business.
The brief therefore expanded beyond traditional search visibility. We wanted Alan Boswell to appear when users asked AI platforms which unoccupied property insurance providers they should consider, while keeping the work closely tied to the product page we were already trying to grow organically.
Our strategy
We focused AiPR® activity on Alan Boswell’s unoccupied property insurance page, using relevant third-party coverage to strengthen the association between the brand and the product.
Within that coverage, we used context wrapping to place commercially relevant wording around brand mentions, helping AI systems understand why Alan Boswell was relevant to the prompts we wanted to influence.
The same activity continued to support traditional organic search too, with many placements linking directly back to the product page rather than simply mentioning the brand.
Key campaigns
FOI data reveals: UK regions with the most vacant council homes
Brand mentions
Average DR
UK regions with the most abandoned properties/highest value
Brand mentions
Average DR
The world’s most famous abandoned buildings
Brand mentions
Average DR
Results
Increase in LLM referral traffic
Ranking achieved for “best unoccupied house insurance experts in the UK”
Increase in ChatGPT referral traffic
From no LLM visibility to appearing for target insurance recommendations
Increase in key events generated via LLM referral traffic
BBC link earned to the target product page
