Your next mortgage customer may never visit your website. More and more people ask ChatGPT or Claude how much they could borrow, which savings account pays the most or what their car insurance should cost, and the answer increasingly comes from whichever company has built an app inside the AI assistant.

A year after the ChatGPT and Claude app stores opened, that company is rarely a bank or an insurer. We mapped every banking and insurance app in the stores to see who is answering your customers today, and where the openings still are.

Intermediaries are answering your customers

Of the more than 10,000 apps in the ChatGPT and Claude stores, 1,562 are finance or insurance apps, yet only about 220 serve consumers’ banking, credit and money management, and only six come from retail banks. Comparison sites, credit brokers and consumer fintechs built most of the rest. When a customer asks the assistant about a mortgage or a credit card today, they usually meet an intermediary first, which places someone else between a bank and its own customers at the moment they decide.

Of more than 10,000 apps in ChatGPT and Claude, six come from retail banks. Each bar below the first shows its share of the row above. Source: Atlas, November 2026.

The most valuable ground is still unclaimed

The banks that have launched answer questions and run simulations. None yet lets retail customers sign in to see their own accounts, which is the one thing a bank can offer that no comparison site can. Business banking shows what comes next, with apps that let companies check balances, issue invoices and prepare payments they approve in their bank’s own app. Insurers are a step ahead: their apps already return quotes from their own pricing, and the first ones let customers buy a policy without leaving the conversation. The bank or insurer that brings a customer’s own relationship into the assistant first will set the standard everyone else is measured against.

Retail banks stop at information and simulation, so signed-in services are still open.

Early movers are already seeing results

The assistants have started to bring apps to customers instead of waiting to be asked. ChatGPT now suggests relevant apps in the middle of a conversation and ranks them partly on whether people keep using them, so the apps listed early build an advantage that compounds. Insurify, one of the first insurance apps in ChatGPT, saw the share of new customers arriving through AI assistants grow from 0.15% to 5.7% in a year.

Share of Insurify’s new customers who found it through AI assistants. Source: Insurify, H1 2025 to H1 2026.

Being listed is only the start

Our audit of the apps that open without signing in found finance apps in line with the rest of the store and insurance apps slightly behind, mostly because of the screens they show customers. A quote that fails to display leaves the customer reading plain text written by the model instead of the insurer’s own interface, which is the very thing the app was built to provide.

What the full benchmark gives you

The full report is written for the banks and insurers deciding when and how to launch. It shows what an app looks like inside a conversation, which products customers can already find and where the gaps are, how today’s publishers handle advice, liability and consent, and what the first year suggests about the next. Download it at the link below: