Simply Business has launched the UK’s first insurance app for small businesses inside ChatGPT, allowing sole traders and SME owners to receive an indicative quote without leaving the platform.
The London-based digital broker, which serves over one million customers across the UK and US, activated the app through ChatGPT’s App Directory. A simultaneous US launch accompanied the rollout.
Users provide four details—trade, annual turnover, years in business, and UK postcode—and receive a price estimate in seconds. Those who wish to proceed are directed to the Simply Business website to complete underwriting and purchase a policy.
Group chief executive David Summers said the launch marks a continuation of the company’s original mission. “In 2005, we set out to change the way small businesses purchase insurance,” he said. “More than two decades later, we are continuing to evolve our capabilities to simplify the way they research and buy insurance.”
Group chief technology officer Dana Edwards said the move follows where customers already research decisions. “Small business owners are already using platforms like ChatGPT to research, plan and make decisions,” she said. “By safely bringing insurance pricing into that environment, we’re removing one more barrier between them and the coverage they need.”
The integration includes safeguards the company says meet broker regulatory expectations, a point likely to draw attention from financial services regulators monitoring AI’s encroachment into regulated sectors.
The launch reflects a broader shift as conversational AI becomes a primary research tool for SMEs. Insurers, accountants and lenders face mounting pressure to embed themselves inside those platforms rather than waiting for customers to arrive via branded websites.