OpenAI Authorizes First Direct-to-Consumer Insurance Applications within ChatGPT

In a significant expansion of its ecosystem, OpenAI officially approved the first wave of insurance applications to operate directly within the ChatGPT interface on February 9, 2026. This move transitions the platform from a purely informational tool to a transactional commerce layer for highly regulated financial services.

Spanish digital insurer Tuio and US-based comparison platform Insurify are the primary first-movers, allowing users to receive legally binding quotes and manage policy discovery through natural language dialogue.

Tuio: The Spanish digital insurer became the first regulated provider to offer home insurance quotes directly inside ChatGPT. Known as an "AI-native" company since its founding in 2021, Tuio already uses generative agents to handle 85% of its customer inquiries and claims processing via WhatsApp.

Insurify: Simultaneously, US-based Insurify launched what it characterizes as the industry's first ChatGPT application for car insurance. Drawing on a database of over 196 million auto insurance quotes, the tool aims to simplify the traditionally fragmented process of rate comparison.

"With our new ChatGPT app, we're redefining the insurance shopping experience by making it feel as simple as having a conversation."

The emergence of these apps follows a documented shift in consumer behavior. According to data from WaniWani, an AI infrastructure firm, a growing majority of insurance buyers now consult large language models (LLMs) before finalizing a purchase.

For insurers like Luko (by Allianz Direct), AI-driven search and chat platforms already account for more than 10% of new sales origination. OpenAI's move to allow direct distribution targets this "moment of discovery," placing the insurer at the exact point where the consumer is seeking information.

The technical backbone of this rollout relies on specialized "distribution infrastructure" provided by companies like WaniWani. These layers process user intent and gather the necessary regulatory data via dialogue before returning real-time, accurate quotes from regulated carriers.

This integration mirrors OpenAI's recent partnership with Stripe to enable instant checkouts, suggesting a broader strategy to become the "Shopify of AI services."

The approval of consumer-facing financial apps indicates that OpenAI has established the necessary compliance frameworks to handle regulated transactions. Previously, the company focused on internal partnerships with established giants like Tokio Marine Holdings for customer service automation.

Analysts suggest this could lead to a rapid expansion of the ChatGPT App Directory, with other regulated fields—such as mortgage brokerage, personal banking, and legal services—potentially entering the platform within the fiscal year.