Homeprotect takes an early lead in preparing insurance journeys for the rise of AI agents.
24 August 2026 – Homeprotect, part of Avantia Group, has implemented emerging web standard WebMCP within its website, reinforcing its market-leading position in the implementation of AI in the insurance sector.
Homeprotect is the first UK insurance business to implement the technology, which enables AI agents to interact directly with parts of a website journey, as it prepares for a future where consumers are expected to increasingly use agentic AI to research and interact with insurers. It has been added to its home risk calculator initially – an interactive online tool designed to help UK homeowners, landlords, and property investors identify hidden risks, such as flooding and other factors, that can impact their home insurance – ahead of a wider rollout across Homeprotect’s other online customer journeys.
This is an early step in preparing for an agentic web and is one example of Homeprotect’s progressive approach to AI: focusing not only on visible AI tools, but on the underlying infrastructure and customer journeys that may become increasingly important as the way people shop for insurance changes. Based on Homeprotect’s own market testing, no other UK providers across the home, motor or pet insurance space have implemented WebMCP.
Consumer Intelligence’s Insurance Behaviour Tracker found that when AI tools and assistants were first included as a shopping channel in April 2026, 18.7% of home insurance shoppers said they had used them to shop around, compared with 17% using the telephone and 14.5% using brokers, suggesting that AI agents are now pivotal to the customer journey.
David Joyson, Chief Customer Officer at Avantia Group, said:
“There is understandable excitement around highly visible AI tools, such as ChatGPT apps, but we believe there is also great value in doing the less visible work that helps make our journeys discoverable, understandable, and usable by AI agents. WebMCP functionality is supported by Google and Microsoft, and as an emerging new standard, it’s currently in a public experimental phase ahead of a wider rollout that’s anticipated for later this year.
“For Homeprotect, this is not about replacing existing digital journeys, nor assuming every customer will use an AI agent. It is about preserving customer choice, adopting new technology early, and taking a market-first approach so we are ready for the ways many customers will research and buy insurance in the near future.”