MCP (Model Context Protocol) App Enables Users to Explore Insurance Options Through a Conversational Interface
Our team is excited to announce the launch of the MyChoice insurance app within ChatGPT, allowing users to shop for auto and life insurance through a conversational interface.
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.
While Insurify made waves in February with the launch of its ChatGPT app in the US, MyChoice 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 the Model Context Protocol (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.
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,” said Aren Mirzaian, CEO and co-founder of MyChoice. “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. “
A New Era of Customer Acquisition
To understand the magnitude of this shift, you have to look at the numbers. With ChatGPT reaching 900 million monthly active users, a massive new customer acquisition channel is emerging. Historically, distribution models have evolved in distinct, generational waves. Product and service discovery after the industrial revolution started with newspapers, moved to television, transitioned to search engines, shifted to social media, and now it is moving into conversational AI.
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 you see today on ChatGPT is just the beginning of the funnel. It is an intuitive first step for customer acquisition.
As highlighted in a recent Canadian Underwriter feature detailing the strategic collaboration between Billyard Insurance Group and MyChoice, PrecisionX goes far beyond the underwriting brain described in the article. It is a comprehensive end-to-end quote, bind, issue and policy management platform.
This plumbing infrastructure will give us the opportunity to experiment with new and novel customer experiences and push the boundaries of what it means to be an insurance customer in 2026 and beyond.
“Right now, finding these AI capabilities is exactly like the early days of the internet when we relied on web directories before search engines” said 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. 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
The ecosystem for discovering AI capabilities is highly fragmented. Users rely on the ChatGPT App Store or Claude Connectors to link their AI to external tools. Developers are listing their integrations on hyper niche MCP directories.
Marketers are already familiar with Answer Engine Optimization (AEO), which is the current strategy of optimizing content so AI models cite your brand. However, today AEO primarily focuses on driving traffic back to traditional websites. This dynamic will inevitably shift from driving website traffic to driving actual usage directly to AI tools and MCP servers.
Looking Ahead: Home Insurance and US Expansion
As we continue to build out our MCP infrastructure, our product offerings are scaling rapidly. The app is currently live for Auto and Life Insurance in Canada. By the end of May, MyChoice will launch Home Insurance capabilities through this conversational interface, and we will officially launch our Life Insurance quoting app in the US market.
The transition to action-oriented AI is no longer a future concept, and MyChoice is proud to be building the infrastructure that makes it possible.
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