Simply Business Launches ChatGPT App for SME Insurance Quotes

On April 24, 2026, Simply Business became the first UK broker to launch a small business insurance app inside ChatGPT, offering indicative quotes to sole traders and SMEs in the UK and US. The app, available in OpenAI’s App Directory, connects Simply Business’s pricing engine to ChatGPT, allowing users to receive guide pricing within the chat interface by providing just four details: trade, annual turnover, years trading, and UK postcode. Those wishing to proceed are redirected to the Simply Business website to complete underwriting and purchase a policy.

The launch marks a significant step in the insurance sector’s exploration of generative AI as a customer-facing distribution channel. While most AI use in insurance to date has focused on internal efficiency, Simply Business positions the ChatGPT integration as an early-stage discovery tool rather than a full transactional platform. The company emphasizes that the app includes privacy, security, and reliability safeguards expected by regulators overseeing AI’s encroachment into regulated financial services.

How the ChatGPT Insurance App Works

Users can access the Simply Business app by asking ChatGPT questions related to business insurance or risk. Upon activation, the app prompts for four key pieces of information:

• Trade or business type
• Annual turnover
• Years trading
• UK postcode

Based on this input, the app returns an indicative price for key covers within seconds. The quote is not binding; instead, it serves as a starting point for small business owners to understand potential costs before moving to Simply Business’s main platform for full underwriting and policy purchase.

Strategic Context and Industry Implications

Simply Business’s move reflects a broader trend of insurers and intermediaries testing generative AI beyond internal productivity gains. As noted in industry reports, companies like Aviva have discussed using generative AI for customer service, underwriting support, and operational efficiency. However, deploying such tools in customer-facing roles remains experimental, with limited integration into core distribution channels.

The company has been gradually embedding AI into its proposition. In late 2025, Simply Business introduced an AI-powered advisory tool in the US designed to help small businesses identify suitable cover more quickly based on their profile and risk characteristics. The ChatGPT app represents a natural extension of this strategy, aiming to simplify how small businesses research and buy insurance.

Regulatory and Security Considerations

Simply Business states that the ChatGPT integration was built with the privacy, security, and reliability safeguards that brokers are expected to uphold. This focus is particularly relevant as regulators watch the rapid encroachment of generative AI into regulated financial services. The company highlights that the app does not complete transactions within ChatGPT but instead routes users to its secure platform for underwriting and purchase, maintaining compliance with existing insurance distribution standards.

Availability and Access

The Simply Business insurance app launched simultaneously in the US and UK markets on April 24, 2026. It is accessible to users of ChatGPT who query topics related to business insurance or risk. The app sits within OpenAI’s App Directory and can be surfaced conversationally, positioning it as a low-friction entry point for small business owners seeking initial pricing guidance.

With over one million customers across the UK and United States, Simply Business continues to evolve its capabilities to serve time-poor entrepreneurs. The ChatGPT app aligns with the company’s founding ambition to change how small businesses purchase insurance, now using conversational AI to reduce friction in the earliest stages of the customer journey.

Key Takeaways

• Simply Business launched the first UK broker app in ChatGPT for SME insurance quotes on April 24, 2026.
• The app provides indicative pricing in seconds using four user inputs: trade, turnover, years trading, and postcode.
• Users are redirected to Simply Business’s website to complete underwriting and purchase — no transactions occur within ChatGPT.
• The tool includes privacy, security, and reliability safeguards to meet regulatory expectations for AI in financial services.
• It represents an early-stage discovery channel, part of a broader industry test of generative AI in customer-facing roles.

Frequently Asked Questions

Is the quote from the Simply Business ChatGPT app binding?

No, the app provides an indicative price only. Users must visit the Simply Business website to complete underwriting and purchase a policy for the quote to become binding.

What information do I need to get a quote?

You need to provide your business trade or type, annual turnover, years trading, and UK postcode.

Is my data safe when using the Simply Business app in ChatGPT?

Yes, Simply Business states the app was built with privacy, security, and reliability safeguards expected of brokers and suitable for regulatory scrutiny.

Can I buy a policy entirely within ChatGPT?

No. After receiving an indicative quote, you are routed to the Simply Business website to complete the full quote, underwriting, and purchase process.

Is the app available in both the UK and US?

Yes, Simply Business launched parallel versions of the ChatGPT app for UK and US users on the same day.