Experian has introduced its Insurance Marketplace app within ChatGPT, marking a new step in the company’s artificial intelligence strategy and bringing its comparison platform to millions of users on ChatGPT.

The move integrates Experian’s auto insurance comparison service into a conversational interface, allowing consumers to review coverage options, compare estimated rates from more than 37 carriers, and ask follow-up questions in real time, all within ChatGPT.

Shopping for auto insurance has often required navigating multiple websites, filling out lengthy forms, and sorting through unclear rate comparisons. Experian’s new in-app experience aims to streamline that process into a guided conversation, helping users evaluate options more efficiently.

“Consumers are increasingly using conversational AI to learn, ask questions, explore, and solve meaningful financial challenges,” said Dacy Yee, President of Experian Consumer Services. “Making our insurance marketplace available through ChatGPT allows people to evaluate their choices naturally and potentially save more than $1,000 annually on auto coverage.”

Designed for simplicity and comparison

The Experian Insurance Marketplace app provides access to more than 37 insurance carriers, offering side-by-side rate comparisons and customized recommendations tailored to individual needs. Drawing on Experian’s long-standing data capabilities, the platform is built to convert consumer questions into actionable answers within minutes rather than directing users to static web pages.

Users can begin exploring options by entering their ZIP code. Those who wish to proceed with a personalized quote are redirected securely to Experian’s website to complete the process.

Emphasis on trust and transparency

Experian said the ChatGPT integration was developed with a focus on consumer control and transparency.

“In financial matters, trust is essential,” Yee said. “This experience combines innovation with accountability, giving consumers clarity and peace of mind as they consider their options.”

Part of a broader AI strategy

The launch reflects Experian’s broader effort to expand secure, conversational financial tools. Over time, the company plans to deepen personalization using its proprietary data and analytics, with the goal of enabling more seamless insurance journeys, including the potential for consumers to move toward bindable coverage directly within ChatGPT.

As conversational AI adoption grows, Experian said it expects to extend similar secure, consumer-focused experiences across ChatGPT and other platforms, positioning AI as a central interface for navigating complex financial decisions.