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Luva has launched a conversational AI insurance comparison platform designed to help US consumers obtain real-time quotes, evaluate coverage options and purchase insurance through an interactive dialogue rather than a conventional online application.
The company describes Luva as the first insurance comparison platform built around a conversational AI experience from its inception. Its approach allows shoppers to describe their insurance requirements in ordinary language and receive guidance throughout the quoting process, including explanations of how coverage decisions affect premiums.
- Luva has introduced an AI-first insurance comparison platform that lets consumers obtain live quotes, adjust coverage and compare policies through a conversational interface.
- Its AI insurance guide, Lu, explains coverage options and pricing without requiring account registration, Social Security numbers, vehicle VINs or hard credit checks to begin a quote.
- The EverQuote-backed platform is available across all 50 US states, subject to carrier availability, with plans to expand beyond auto insurance and support AI-driven insurance shopping.
The platform initially focuses on auto insurance and is available to consumers in all 50 US states, with quotes subject to carrier availability.
Luva operates as an independent brand backed by EverQuote, Inc. (Nasdaq: EVER), drawing on its parent company’s insurance industry experience and financial resources.
How Luva’s AI insurance guide compares coverage and prices
At the centre of the platform is Lu, an AI-powered insurance guide that conducts conversations with shoppers to understand their circumstances and identify suitable coverage options.
Rather than requiring consumers to complete a conventional sequence of application forms, Lu allows them to explain their needs in their own words.
The system then asks the questions necessary to generate a quote, explains the purpose of the requested information and illustrates how different policy choices influence pricing.
The company says this approach is intended to give consumers more context than a conventional quote comparison, allowing them to assess coverage and cost before making a purchasing decision.
“We didn’t want to build another quoting tool with a chatbot layered on top,” said Ben Touimi, VP of Product Management for Luva.
People already talk through complicated things with AI every day, so we wanted to rethink what insurance shopping could look like when the interface is designed around how people actually communicate. That means building an experience that can understand context, adapt to the conversation, and make the complexity of insurance feel more manageable.
Ben Touimi, VP of Product Management for Luva
Luva presents live insurance rates from multiple carriers, enabling consumers to compare available options based on coverage and value. Shoppers can modify their coverage selections and see updated prices immediately.
Once they have selected an option, consumers can complete their purchase online or connect with a licensed insurance agent.
Insurance quotes without account registration or hard credit checks
Luva has also structured its quoting process to reduce the information consumers must provide before exploring insurance options.
Users can begin obtaining a quote free of charge without creating an account, submitting a Social Security number or providing a vehicle identification number (VIN). Starting the process does not require a hard credit check.
The company says its approach to transparency extends to explaining how customer information is used during the insurance shopping process.
According to Luva, consumers retain control over their data, with no unauthorised data sharing or unsolicited follow-up messages.
The platform combines these data practices with conversational explanations of coverage and pricing, allowing shoppers to evaluate different insurance options without having to understand all the technical terminology associated with policies.
“We believe technology can fundamentally change how people shop for and understand coverage,” said Touimi. “Luva is building toward a future where insurance feels less like a transaction and more like a conversation, where people can ask questions, see their options clearly and make informed decisions without having to become insurance experts themselves. Auto is where we’re starting, but our ambition is much bigger: to create a simpler, more intelligent way for people to navigate insurance.”
Luva develops AI infrastructure for agentic insurance shopping
Beyond its initial auto insurance comparison service, Luva is positioning its technology for a market in which AI agents increasingly perform research and comparisons on behalf of consumers.
The company identifies agentic shopping, where AI systems take on parts of the product evaluation and purchasing process, as a potential next stage in insurance distribution.
Luva says it has incorporated this expectation into its platform architecture from the outset, designing Lu to support an insurance shopping experience built around transparency and consumer trust. Its longer-term strategy includes developing the infrastructure and customer experience needed for AI to research insurance products, compare available options and help consumers assess purchasing decisions.
Luva’s initial service keeps consumers involved in the selection process, with access to live carrier quotes, adjustable coverage options and the ability to choose between online purchasing and assistance from a licensed agent.
The platform is now accessible through luva.com in all 50 US states, subject to the availability of participating insurance carriers.
