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a.s.r. (asr.nl) scores 81 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Finance brands, Other brands, in the 75th percentile of 13750 Finance brands.
a.s.r. is a Dutch financial services company founded in 2008 and headquartered in Utrecht. It offers insurance, savings, investment, mortgage and pension products to individuals and businesses in the Netherlands. The company states it invests premiums responsibly, for example in green energy, while avoiding investments linked to child labour or the tobacco industry. a.s.r. positions itself as a reliable, sustainability-focused insurer that aims to combine financial security with social responsibility.
| Brand Name | a.s.r. |
|---|---|
| Domain | asr.nl |
| Industry | Finance, Other |
| Founded | 2008 |
| Headquarters | Utrecht |
| Main Competitors | Nationale-Nederlanden (81/100), Achmea, Aegon, Allianz Nederland (84/100), VGZ, CZ, ING (79/100), ABN AMRO (90/100) |
Moz Domain Authority 52/100 vs category average 40 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #70,360 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
a.s.r. appears on Wikipedia but without a dedicated company entity, so AI models can confuse it with similarly named subjects.
The homepage meta description reads "Verzekeringen - sparen en beleggen - hypotheek - pensioen. We investeren je premie in groene energie, niet in kinderarbeid of de tabaksindustrie." (Meta description: 22 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is NL-only, limiting citation in English-language AI answers.
Detected tech stack: Vue.
Social footprint: verified profiles on X (Twitter), LinkedIn, Instagram, YouTube, GitHub; no detected presence on Facebook - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is a.s.r.?", Claude could identify the brand as of October 2026. a.s.r. (ASR Nederland) is a major Dutch insurance and financial services group based in Utrecht, offering life and non-life insurance, pensions, mortgages, and asset management. It traces its roots back to the 18th century and is listed on the Euronext Amsterdam stock exchange. Best known for Being one of the largest insurance companies in the Netherlands, particularly known for pensions and non-life insurance products.
When asked "Best brands similar to a.s.r.?", Claude would recommend a.s.r. as of October 2026. It's a well-established, publicly traded leader in the Dutch insurance market, so it would naturally come up alongside peers like Aegon, NN Group, and Achmea.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
a.s.r.'s main competitors in Finance: Nationale-Nederlanden (81/100), Allianz Nederland (84/100), ING (79/100), ABN AMRO (90/100).
Sources: Brand Analyzer scan
a.s.r. offers insurance products, savings accounts, investment (beleggen) services, mortgages (hypotheken), and pension (pensioen) plans, aimed at both individual consumers and businesses in the Netherlands.
Sources: a.s.r. official site
a.s.r. is a Dutch financial services company, founded in 2008 and headquartered in Utrecht, that provides insurance, savings, investment, mortgage, and pension products to consumers and businesses in the Netherlands.
Sources: a.s.r. official site
a.s.r. has limited AI-search visibility, scoring 49/100 on Brand Analyzer's AI visibility composite (visibility 53, trust 37, recommendation 58). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: a.s.r. official site
a.s.r. was founded in 2008. a.s.r. operates in the Finance category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
a.s.r. is headquartered in Utrecht. a.s.r. operates in the Finance category.
Sources: Wikidata
a.s.r. offers a range of financial products including insurance policies, savings and investment accounts, mortgages, and pension plans. It states that it invests the premiums it collects in a responsible manner, for example in green energy projects, while avoiding investments related to child labour or the tobacco industry.
Sources: a.s.r. official site
a.s.r. scores 58/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Finance options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: a.s.r. official site
a.s.r. can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: a.s.r. official site
a.s.r.'s target audience consists of individuals and businesses in the Netherlands seeking insurance, mortgages, pensions, and savings or investment products.
Sources: a.s.r. official site
a.s.r. is known for being a broad-based Dutch insurer and financial services provider that emphasizes sustainable investing, explicitly avoiding premium investments in child labour and the tobacco industry while favoring green energy projects.
Sources: a.s.r. official site
a.s.r. scores 49/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
a.s.r. has a limited AI-visibility profile at 49/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (58/100) and its weakest is trust (37/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #70,360 (Tranco) and a Moz Domain Authority of 52/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify a.s.r. from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to a.s.r.: AskNicely (81/100), Ascent Funding (81/100), Asset-Map (81/100), Assurant (81/100).
A step up - brands to learn from: Yuga Labs (91/100), YNAB (91/100).
Category leader: Stripe (97/100).
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