MCP (Model Context Protocol) App Enables Users to Explore Insurance Options Through a Conversational Interface
We're very excited to announce that MyChoice is now available to use within ChatGPT. Our insurance shopping app allows users to shop for auto and life insurance within a chatbot.
You can test the live application here: MyChoice Insurance App on ChatGPT
With this launch, MyChoice becomes the first company in Canada to offer an insurance shopping application within ChatGPT, as insurers and insurtechs begin exploring how LLMs can support customer acquisition and engagement.
Although we are aware of some hype around Insurify’s ChatGPT App release in the US in February, at MyChoice we have been working on Conversations with insurers for a long time now and we recently took another big step by introducing our conversational life insurance quoting tool as a custom GPT as early as July 2024. The Model Context Protocol opens up many opportunities to build model agnostic experiences for our customers.
The app allows users to share basic personal and coverage details through natural language prompts and receive tailored insurance options within minutes. From there, customers can seamlessly continue the process through MyChoice’s existing digital platform to provide more detail and finalize the quote and connect with a broker. View our demo video below to learn how to navigate the app.
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, such as comparing insurance coverage, can begin through conversation before transitioning into structured purchase flows.
The Rise of Headless Distribution
This launch comes at a time when AI is rapidly evolving from a back office efficiency tool into an action oriented front end interface. The tech industry is waking up to this reality. Recently, Marc Benioff tweeted about Salesforce pushing toward a completely headless, agentic architecture powered by MCP. The consensus is clear. The future of software distribution is conversational and API driven.
“The front end is just what people are interacting with right now,” Mirzaian explains. “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.” Aren Mirzaian is MyChoice’s co-founder and CEO.
A New Era of Customer Acquisition
Think back to how customers discovered products and services immediately following the industrial revolution, starting with newspapers. Over the years, customer acquisition and product/service discovery has gone through many generational shifts including television, search engines, social media, etc. We are now in a new shift, Conversational AI. To illustrate, look at the number of ChatGPT monthly active users, 900 million. That’s an entirely new channel for customer acquisition and it’s massive.
Right now, the AI market is clearly stratifying, but it’s early days. Claude has become the tool of choice for the business user, but ChatGPT has a hold on the mass consumer market. Gemini has a massive install base with Android and they may come out with an entirely different protocol like MCP (their A2A protocol is not yet widely adopted, albeit different to MCP). Meta is definitely not out of the race and open source will keep innovating.
Our true advantage is not just being the first to launch an app on ChatGPT. We are building the deep infrastructure required to handle the volume when this channel fully explodes.
A New Engagement Interface Emerging
What we’re seeing now from ChatGPT is the tip of the funnel; the app itself will be a really intuitive way to acquire customers.
Another aspect we’re excited about that was highlighted in a recent Canadian Underwriter feature about our partnership between Billyard Insurance Group and MyChoice is the ability to explore new and innovative customer experiences in 2026 and beyond. Though described as our underwriting brain in the article, PrecisionX is so much more. It’s a quote, bind, issue, and policy management tool: the plumbing that will allow us to take customer experience to another level.
“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 & co-founder at tech venture 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. 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.”
From AEO to Algorithmic Indexing: The Future of Discovery
Where to find MCPs / AI capabilities is also quite fragmented, from user-focused ChatGPT App Store or Claude Connectors that allow connecting external tools to AI to very niche MCP directories used by developers to showcase their MCPs.
Marketers are already working to get AI to reference their brands with Answer Engine Optimization (AEO). But instead of focusing on driving traffic to their websites, marketers will increasingly try to drive usage to their MCP servers. Ultimately, the goal won’t be driving traffic but driving usage to AI tools.
Looking Ahead: Home Insurance and US Expansion
While we continue to build out the MCP infra, our products have been scaling up really quickly as well. Currently, the app is live for Auto and Life Insurance in Canada. By end of May, MyChoice will include Home Insurance capabilities in the conversation interface as well as launch our Life Insurance quoting app in the US.
Action-oriented AI is a reality, not a dream, and MyChoice is proud to play an active role by developing infrastructure to make this AI happen.
Get in Touch
Want to learn more about how MyChoice can help you navigate the future of AI and agentic distribution? Reach out to Craig Hopkinson, Chief Revenue Officer, at craig@mychoice.ca and Aren Mirzaian, CEO, at aren@mychoice.ca to start the conversation today