Online insurance marketplace Insurify has blocked Meta’s Muse personal AI agent from its comparison-shopping platforms, citing risks to consumers and carrier partners.
The company said automated scraping by agents such as Muse can strip carrier quotes of contextual details needed for informed insurance decisions, including coverage limits, deductibles, discounts, eligibility conditions and state-required disclosures.
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Insurify said a carrier quote represents an offer of coverage rather than a mere price, and that a rate alone does not show whether a policy is suitable for the individual it was priced for.
The company also pointed to cost implications for its more than 120 carrier partners.
Each quote request can trigger paid data checks such as driving record reviews and, where permitted, credit-based insurance scores, regardless of whether a genuine shopper made the request.
Insurify co-founder and co-CEO Giorgos Zacharia said: “A quote without its context is not a fair comparison. It is a number. An AI agent that extracts our carriers’ rates and feeds them into a stripped-down list serves neither the consumer nor the carrier.
“We support AI agents that make insurance shopping better, but they need to preserve the information and consumer control required to make an informed insurance decision.”
Bulk quoting by automated agents, Insurify said, may generate such costs without delivering new customers to carriers, with consumers potentially absorbing the expense through higher premiums.
Insurify said it “implements strong safeguards to help ensure customers’ data remains private, consumers can shop safely, and policy transitions occur smoothly, without any gap in coverage”.
It added that general purpose AI agents may lack the specialised training required in high-stakes sectors such as insurance, and that when such agents filter information, the shopping experience falls outside its consumer protection measures.
The company said it continues to support agentic access through its own application programming interfaces and model context protocol integrations, including a ChatGPT plug-in that returns quotes with coverage context, preserves carrier attribution and can connect users to licensed agents.
Insurify said it remains open to working with Meta on an integration that meets its privacy, security and consumer choice standards.
In 2025, it launched Insurify Car, its own branded car insurance programme.
Earlier this week, US retail giant Amazon also blocked Muse from operating on its platform, citing concerns over personalisation and data handling.
