Canadian insurtech launches insurance shopping app within ChatGPT

Insurtech MyChoice Financial, Inc. has launched an auto and life insurance shopping application within ChatGPT, enabling users to explore the two types of insurance through a conversational interface.

MyChoice says it is the first company in Canada to offer such an app. It comes as insurers and insurtechs begin exploring how conversational AI can support customer acquisition and engagement, the insurtech says in a blog post Friday.

By the end of May, MyChoice expects to expand the app capability to include home insurance. It’s also planning to launch its life insurance app in the United States.

As it stands, the application allows users to provide personal and coverage information through natural language prompts and receive tailored insurance options within minutes. Customers then continue the process through MyChoice’s existing digital platform to complete their purchase.

The app is designed to complement existing distribution channels — including direct, broker, and aggregator models — by introducing a new entry point for consumers increasingly using AI-powered tools. “It reflects a broader shift toward agent-driven experiences, where early-stage decision-making can begin through conversation before transitioning into structured purchase flows.”

For an auto quote, the app asks for a variety of details, including, among things: postal code, vehicle year/make/model, driver age and gender, licence type, and whether the driver had a licence before anywhere other than Canada or the U.S. It then compares options from multiple insurers and provides an estimated quote.

Leveraging advancements in MCP

The app leverages advancements in Model Context Protocol (MCP) architecture, enabling flexible, model-agnostic integrations and deeper connectivity between conversational interfaces and underwriting workflows, as MyChoice explains.

“Right now, finding these AI capabilities is exactly like the early days of the internet when we relied on web directories before search engines,” says Aren Mirzaian, CEO and co-founder of MyChoice. “But what happens when Google starts natively indexing these MCPs or their own protocol?

“When MCPs are natively indexed, your favourite foundational model will instinctively find and rank the best headless apps to execute a workflow,” he says, referring to an application that separates the front end (what users see) from the back end (which hold data and logic). “In today’s age, where code is commoditized, the winners will be the ones who have the deep quote-to-bind infrastructure, not the pureplay AI tools.

“The front end is just what people are interacting with right now,” Mirzaian adds. “Agentic AI is the new buzzword, but all it really means is an AI interacting with your APIs or using a browser instead of a human interacting with your front end.”

MyChoice says it has been experimenting with conversational insurance interfaces for “quite some time,” having launched a conversational life insurance quoting tool as a custom GPT as early as July 2024. “However, the advent of…MCP has enabled us to create experiences that are truly model-agnostic and to lay the groundwork for deeper funnel penetration with this emerging customer acquisition and engagement channel.”