etiqa.com.sg — AI Site Grade

Analysis

Etiqa Insurance Singapore is actively blocking nearly every major AI crawler at the Akamai edge (403), yet the robots.txt contains zero AI-bot directives — a complete mismatch between declared policy and actual enforcement that leaves the site functionally invisible to LLMs.

Crawler Access

The Akamai CDN returns 403 Forbidden to GPTBot, ClaudeBot, PerplexityBot, Google-Extended, OAI-SearchBot, ChatGPT-User, Bytespider, Perplexity-User, and Applebot-Extended. Only anthropic-ai passes through to the full 222KB homepage. The robots.txt at www.etiqa.com.sg/robots.txt has a single User-agent: * rule with no AI-specific directives — it does not mention any AI crawler by name. The llms.txt returns a 404. The subdomain tiq.com.sg (the digital brand "Tiq by Etiqa") shows the identical pattern: all AI bots blocked at the edge except anthropic-ai. Both domains run on Akamai with WordPress (Yoast SEO Premium), and the homepage renders full HTML content (not a JS shell), so the blocking is purely UA-based at the CDN layer.

Cold-Knowledge Gap

A frontier LLM queried cold knows Etiqa as a Maybank subsidiary, a composite insurer offering motor/travel/health/home insurance, and recalls the S$1.2 million MAS fine in 2023 for AML/CFT breaches — a reputational signal entirely absent from the site. The site itself makes no mention of this regulatory action anywhere on the homepage, newsroom, or about pages. The LLM also references "Etiqa Easy" and "Etiqa SmartProtect" product names that do not appear on the current site (the digital brand is now "Tiq by Etiqa"). The site's own description in its schema reads "Online Insurer with Fast Claim Processing, Maybank GroupEngine Site" — a phrase no LLM would naturally generate.

Schema and Content Posture

Every page carries the same minimal schema graph: WebPage, BreadcrumbList, WebSite, and Organization — no Product, FAQPage, InsuranceProduct, Service, or HowTo schema on any product page. The travel insurance and motor insurance pages have no structured comparison tables, no FAQ schema, and no pricing schema. The homepage has 445 words of visible text but much of it is navigation boilerplate and "Click Here" / "Find Out More" CTAs. The blog contains substantive articles (e.g., "Living Fully, Not Fearfully" by the CRO), but these are not surfaced via any AI-friendly content map. The sitemap_index.xml is well-structured with 18 sub-sitemaps, but the about-us/ URL redirects to a 404 page, breaking the breadcrumb path.

External Signals

The newsroom shows active press releases through May 2026, including a partnership with AIA Singapore for Takaful products and a fire safety drive for seniors. The awards page lists extensive recognitions (TripZilla Excellence Awards, MARKies Awards, Straits Times Best Employer 2026). However, web searches for reviews and Reddit threads return no indexed results, suggesting limited off-domain discussion that AI engines can cite. The DNS TXT records confirm Maybank Group infrastructure (SPF includes spf1.maybank.com, MX routes to Maybank mail servers).

Findings

1. All major AI crawlers blocked at Akamai edge except anthropic-ai High

   The Akamai CDN returns 403 Forbidden to GPTBot, ClaudeBot, PerplexityBot, Google-Extended, OAI-SearchBot, ChatGPT-User, Bytespider, Perplexity-User, and Applebot-Extended. Only anthropic-ai passes through. This makes the site functionally invisible to nearly all LLMs.

   What to change: Update Akamai WAF rules to allow major AI crawlers (GPTBot, ClaudeBot, PerplexityBot, Google-Extended, OAI-SearchBot, ChatGPT-User, Applebot-Extended) based on user-agent and verified IP ranges.

2. robots.txt contains no AI crawler directives High

   The robots.txt at www.etiqa.com.sg/robots.txt has a single User-agent: * rule with no AI-specific directives. It does not mention any AI crawler by name, creating a mismatch with the actual blocking at the CDN edge.

   What to change: Add explicit Allow or Disallow directives for each major AI crawler in robots.txt to align with the intended access policy.

3. llms.txt file returns 404 Medium

   The llms.txt file at etiqa.com.sg/llms.txt is not found, missing an opportunity to provide a structured content summary for LLMs.

   What to change: Create an llms.txt file that lists key pages (homepage, product pages, blog, newsroom, awards) with brief descriptions to guide LLM consumption.

4. Cold LLM knowledge includes unaddressed MAS fine Medium

   A frontier LLM queried cold recalls the S$1.2 million MAS fine in 2023 for AML/CFT breaches, a reputational signal entirely absent from the site. The site makes no mention of this regulatory action anywhere.

   What to change: Consider publishing a statement or remediation page regarding the MAS fine to provide context and demonstrate compliance improvements.

5. Cold LLM references outdated product names Medium

   The LLM references 'Etiqa Easy' and 'Etiqa SmartProtect' product names that do not appear on the current site, where the digital brand is now 'Tiq by Etiqa'. This indicates a gap between LLM training data and current site content.

   What to change: Ensure all product pages clearly state current brand names and include structured data to help LLMs associate old names with new ones.

6. Product pages lack InsuranceProduct, FAQ, and pricing schema High

   Every page carries only WebPage, BreadcrumbList, WebSite, and Organization schema. Travel insurance and motor insurance pages have no Product, FAQPage, InsuranceProduct, Service, or HowTo schema, limiting structured data for LLMs.

   What to change: Add InsuranceProduct, FAQPage, and Product schema to all product pages, including pricing, coverage details, and FAQs.

7. Homepage has thin visible text with many CTAs Medium

   The homepage contains 445 words of visible text, but much is navigation boilerplate and generic CTAs like 'Click Here' and 'Find Out More', reducing substantive content for LLMs.

   What to change: Increase homepage body text with descriptive content about products, value propositions, and key differentiators.

8. About-us page returns 404 Medium

   The URL /about-us/ redirects to a 404 page, breaking the breadcrumb path and user navigation. This also affects sitemap integrity.

   What to change: Restore the /about-us/ page or set up a proper redirect to the correct about page (e.g., /about-us/the-etiqa-way/).

9. Blog content not surfaced via AI-friendly content map Low

   The blog contains substantive articles, but there is no llms.txt or other structured index to help LLMs discover and cite blog content.

   What to change: Include blog URLs in an llms.txt file and consider adding BlogPosting schema to articles.

10. Limited external discussion indexed for AI citation Low

    Web searches for reviews and Reddit threads return no indexed results, suggesting limited off-domain discussion that AI engines can cite as external signals.

    What to change: Encourage customer reviews on third-party platforms and engage in industry forums to build external citations.

What's working

• Homepage renders full HTML content, not a JS shell — The homepage serves complete HTML content (222KB) that is crawlable by bots that are allowed, ensuring text is accessible.
• Sitemap index is well-structured with 18 sub-sitemaps — The sitemap_index.xml is properly organized with 18 sub-sitemaps, covering 80 URLs, which helps search engines discover content.
• Newsroom with active press releases through May 2026 — The newsroom page contains recent press releases, including partnerships and community initiatives, providing fresh content for LLMs.
• Awards page lists extensive recognitions with 2819 words — The awards page provides detailed descriptions of numerous industry awards, serving as strong social proof for LLMs.
• Consistent WebPage, BreadcrumbList, WebSite, and Organization schema on every page — All pages include basic schema markup, providing a foundation for structured data that helps search engines understand site structure.
• Blog contains substantive articles by leadership — The blog features articles like 'Living Fully, Not Fearfully' by the CRO, providing authoritative content that can be cited by LLMs.
• Tiq by Etiqa subdomain follows same blocking pattern — The tiq.com.sg subdomain consistently blocks all AI bots except anthropic-ai, showing uniform policy across brands.
• DNS records confirm Maybank Group infrastructure — SPF records include maybank.com and MX routes to Maybank mail servers, indicating enterprise-grade hosting and security.