Of 60 answers

The most named companies in the study, and S&P 500 financials, with how many of their 60 AI answers named them.

SWIFT47/60TRANSUNION46/60EXPERIAN42/60COINSTAR41/60NAVY FEDERAL CREDIT UNION41/60ZELLE41/60BLOOMBERG L.P.38/60TRADINGVIEW38/60BANCO POPULAR DE PUERTO RICO37/60PAYPAL37/60VENMO37/60CHEXSYSTEMS33/60EQUIFAX33/60MORNINGSTAR32/60S&P GLOBAL31/60ALPACA MARKETS30/60COINBASE30/60PINWHEEL29/60STRIPE29/60XERO29/60ACORNS28/60AFFIRM28/60PAYFAST (PAYGATE)28/60PAYONEER28/60INTERACTIVE BROKERS26/60CHARLES SCHWAB19/60THE HARTFORD9/60MOODY'S21/60CME GROUP19/60ACCENTURE11/60CHUBB10/60MORGAN STANLEY6/60AMERICAN EXPRESS14/60SYNCHRONY FINANCIAL12/60FACTSET20/60NASDAQ19/60ALLSTATE11/60WELLS FARGO18/60PAYCHEX10/60ARES MANAGEMENT3/60
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Back to the study
AI visibility statementFinance AI Visibility Study 2026Issued October 14, 2026
Account holder

Northwestern Mutual

northwesternmutual.com

Life insurance and annuitiesInsurance

Money20/20 attendee

Also in the US AI Visibility Study

Statement period
September 23 to 25, 2026
when the AI assistants were asked
Account no.
433 of 2,219
its rank by overall score
Place in its category
3rd of 17 life insurers
Closing balance

Named in

2of 60 answers

by 2 of 4 assistants

Statement note

What this means for Northwestern Mutual

AI assistants rarely name this life insurer in their answers, mentioning it in 2 out of 60 answers; competitors like MassMutual and Guardian Life are also named. Its overall score is 38 out of 100, ranking 433rd of 2,219 companies and 14th of 97 in its sector. Its website passes 3 of 14 technical checks for readiness for AI tools.

We asked 15 unbranded questions about its market, so no question mentioned Northwestern Mutual by name. AI assistants named it in 2 of the 60 answers. Counting only how often it is named, it ranks 28th of 97 in its sector. The typical insurer is named in 1.7% of answers.

Named fewer than three times in total. Read this as a sign that AI assistants rarely bring this company up, not as an exact comparison with its peers.

Overall score
38Overall score
  • Visibility9
  • Citations1
  • Sentiment100
  • Site quality80
  • AI readiness21
Summary of account
Named by AI in
3.3%
2 of 60 answers
Share of mentions
33.3%
of the mentions of it and its 5 peers
AI readiness
3/14
technical checks passed. Typical for its sector: 3
Rank in its sector
14 of 97
by overall score, where the typical insurer scores 28

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Line itemsSection 01

Every question, and where the company came up

Northwestern Mutual came up on 1 of 15 questions. Open any window to read that answer.

  1. 01How financial planning can help prepare for children's college expenses0/4
  2. 02Difference between whole life and term life insurance for estate planning0/4
  3. 03Average monthly premiums for term life versus whole life insurance0/4
  4. 04Top life insurance options for individuals with dependents2/4
  5. 05What should I do if my financial plan no longer fits my current goals?0/4
  6. 06Alternatives to traditional financial planning through an advisor0/4
  7. 07Non-traditional investment strategies for long-term financial security0/4
  8. 08Comprehensive financial planning vs. investment-only services—what are the pros and cons?0/4
  9. 09Options besides life insurance to provide for loved ones financially0/4
  10. 10Ways life insurance can support retirement planning0/4
  11. 11What affects the cost of comprehensive financial planning services in the US?0/4
  12. 12How to address a gap in life insurance coverage?0/4
  13. 13Is working with a dedicated financial advisor worth it for long-term planning?0/4
  14. 14How do I know if life insurance is necessary for my stage of life?0/4
  15. 15Best financial planning services for young families in the US0/4
Total namedOpenAI: 0/15Claude: 0/15Perplexity: 1/15Gemini: 1/15All assistants: 2/60
named the companyanswered without naming itdid not answer

Columns, left to right: OpenAI, Claude, Perplexity, Gemini. Across the study, on 50% of the questions where a company is named, only one AI assistant names it.

Transaction detailSection 02

What Perplexity actually said

An answer that names the company

Perplexitynamed the company

“Top life insurance options for individuals with dependents”

… Best permanent life · MassMutual, Northwestern Mutual

Best riders / flexible coverage · Corebridge Financial, Guardian, Nationwide

Best for military families · USAA

If you want, I can also turn this into a “best life insurance by family situation” guide, such as for new parents, high-income households, stay-at-home parents, or families with mortgage debt.

The AI’s answer as we received it, shortened and not checked for accuracy.

PayeesSection 03

Where the mentions went

The companies these answers named, and how the mentions were split between this company and its peers.

Also named

CompanyTimes named
  1. 01
    MassMutual
    2
  2. 02
    Guardian Life
    1

Share of mentions

CompanyShare
  1. MassMutual
    50.0%
  2. Northwestern Mutual
    33.3%
  3. Guardian Life
    16.7%
  4. New York Life
    0.0%
  5. Prudential Financial
    0.0%
  6. Northwestern Mutual Life Insurance Company
    0.0%
ReferrersSection 04

Websites the AI used as sources

How many times each website was listed as a source in these answers

  1. 01
    nerdwallet.com
    18
  2. 02
    smartasset.com
    15
  3. 03
    wsj.com
    14
  4. 04
    kiplinger.com
    13
  5. 05
    forbes.com
    12
  6. 06
    guardianlife.com
    12
  7. 07
    policygenius.com
    12
  8. 08
    fidelity.com
    11
  9. 09
    justdial.com
    9
  10. 10
    cnbc.com
    9

Northwestern Mutual is in the study as a life insurer.

By assistantSection 05

Which AI assistants named the company

Answers naming it, out of answers received

Gemini
1/15
Perplexity
1/15
Claude
0/15
OpenAI
0/15
Market comparisonSection 06

How Northwestern Mutual compares with all 2,219 companies

Every tower is a company in the study, taller for a higher overall score and lit where AI assistants named it. Its own group stays lit. Hover a tower to see it, and click to open it.

What makes up the score

Each part is scored out of 100.

Visibility
9

How often AI assistants name the company, and how that compares with its peers

Citations
1

How often AI uses the company's own website as a source

Sentiment
100

How positively AI describes the company

Site quality
80

How well built the website's own pages are

AI readiness
21

How easily AI tools can read and use the website

Visibility is calculated from the answers on this page. How the score is built.

Against its sectorSection 07

Compared with insurers

97 companies in this sector. The gold tick on each bar is the typical company.

Overall score
38
Ranks 14 of 97. Typical company: 28
Named in answers
3.3%
Ranks 28 of 97. Typical company: 1.7%
AI readiness
21
Ranks 51 of 97. Typical company: 29
Against its categorySection 08

Compared with life insurers

17 companies in this category. The gold tick on each bar is the typical company.

Overall score
38
Ranks 2 of 17. Typical company: 27
Named in answers
3.3%
Ranks 3 of 17. Typical company: 0.0%
AI readiness
21
Ranks 7 of 17. Typical company: 21
AI agentsSection 09

Ready for AI agents

What this website publishes for an AI agent to read, use and pay through, on a scale of six levels.

  1. 0
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5

Level 1: Basic web presence. Two of robots.txt, a sitemap and Link headers are in place.

To reach level 2:
  • Content Signals
Can an AI agent check out here?

Not by itself. Northwestern Mutual publishes none of the agent payment protocols we look for. An agent would have to click through the website like a person.

Agent payment protocols
  • x402Not present
  • MPPNot present
  • AP2Not present
  • ACPNot present
  • UCPNot present
Interfaces for AI agents
  • MCP Server CardNot present
  • A2A Agent CardNot present
  • Agent SkillsNot present
  • API CatalogNot present
  • llms.txtNot present
  • WebMCPCould not check
Show every check, for your technical team
Discoverability
77 of 100
  • robots.txtPassed

    A valid robots.txt with crawl rules at the site root.

    study: 86.1%
  • SitemapPassed

    An XML sitemap listing the pages, ideally referenced from robots.txt.

    study: 87.9%
  • Link headersNot met

    Send Link headers such as rel="api-catalog" or rel="describedby" on the homepage.

    study: 1.5%
  • DNS for AI DiscoveryNot present

    Advertise agent endpoints with SVCB records under _agents.

    study: 4.3%
Content accessibility
0 of 100
  • Markdown negotiationNot met

    Return a markdown version when asked with Accept: text/markdown, for example at the CDN.

    study: 6.2%
  • llms.txtNot met

    Publish an llms.txt with a short summary and the key links.

    study: 31.0%
Bot access control
32 of 100
  • AI bot rulesPartly met

    Add explicit robots.txt groups for the main AI crawlers.

    study: 92.7%
  • Content SignalsNot met

    Add a Content-Signal line for search, ai-input and ai-train to robots.txt.

    study: 2.3%
  • Web Bot AuthNot present

    Only relevant if you run your own agents or crawlers: publish a signing key directory.

    study: 0.3%
APIs, auth and MCP
0 of 100
  • API CatalogNot met

    List public APIs in a linkset at /.well-known/api-catalog.

    study: 1.3%
  • OAuth discoveryNot met

    Publish OpenID Connect or OAuth server metadata under /.well-known.

    study: 6.3%
  • OAuth Protected ResourceNot met

    Serve protected resource metadata at /.well-known/oauth-protected-resource.

    study: 5.3%
  • auth.mdNot met

    Publish an auth.md describing how agents sign in.

    study: 0.2%
  • MCP Server CardNot met

    Offer an MCP server and publish its server card under /.well-known.

    study: 0.8%
  • A2A Agent CardNot met

    Publish an agent card at /.well-known/agent-card.json.

    study: 0.2%
  • Agent SkillsNot met

    Publish a skills index with the main tasks agents can do.

    study: 1.0%
  • WebMCPCould not check

    Register key actions such as search or cart as WebMCP tools.

    study: 0.0%
  • ARD manifestNot met

    Publish an ai-catalog.json listing every agent interface.

    study: 0.2%

Score 25 of 100 · 97% of checks could run · checked on October 5, 2026 · www.northwesternmutual.com · 2,200 companies scanned

See how every company did, and how this was measured.

AI readinessSection 10

The checks behind the AI readiness score

3 of 14 passed. This list is for your technical team. The percentage is how many companies in the study pass each check.

These 14 checks ran during the audit and are what the AI readiness part of the overall score counts. The scan above ran later and is stricter on Link headers and Markdown, so a check can pass here and not there.

Show the 14 checks

Discoverability

  • Passedrobots.txt publishedstudy: 85.1%
  • PassedXML sitemapstudy: 79.4%
  • Not metHTTP Link headers (RFC 8288)study: 42.5%

Content Accessibility

  • Not metMarkdown content negotiationstudy: 7.4%
  • Not metllms.txt publishedstudy: 28.1%
  • PassedToken budget (page weight)study: 97.3%

Bot Access Control

  • Not metExplicit AI bot rulesstudy: 11.5%

API / Auth / MCP

  • Not metAPI Catalog (.well-known/api-catalog)study: 1.1%
  • Not metOAuth Authorization Server discoverystudy: 5.2%
  • Not metOAuth Protected Resource discoverystudy: 4.6%
  • Not metMCP Server Cardstudy: 0.2%
  • Not metA2A Agent Cardstudy: 0.0%
  • Not metWebMCP toolsstudy: 0.3%
  • Not metAgent Skills declaredstudy: 0.1%
AI crawlersSection 11

What AI crawlers may read (robots.txt)

This website sets no rules for any AI crawler by name, like 86% of the websites whose rules we could read. Every AI crawler follows its general rules.

Training AI

  • GPTBotpartly
  • ClaudeBotpartly
  • Anthropic-AIpartly
  • Google-Extendedpartly
  • Applebot-Extendedpartly
  • Meta-ExternalAgentpartly
  • FacebookBotpartly
  • Bytespiderpartly
  • CCBotpartly
  • Diffbotpartly
  • Omgilibotpartly

AI search

  • OAI-SearchBotpartly
  • Claude-SearchBotpartly
  • PerplexityBotpartly
  • Applebotpartly
  • Amazonbotpartly
  • YouBotpartly

Answering questions

  • ChatGPT-Userpartly
  • Claude-Userpartly
  • Perplexity-Userpartly
  • DuckAssistBotpartly
  • MistralAI-Userpartly

Read from the website’s own rules file (robots.txt). An asterisk marks a crawler the file names. The rest follow its general rules. “Partly” means only some pages are blocked.

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End of statement
All 2,219 companiesHow we measured this
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