Insurance Websites and Apps Miss Opportunities to Build Customer Engagement, JD Power Finds
Amica Ranks Highest in Service; National General Ranks Highest in Shopping
- Overall satisfaction with auto and property insurer digital experience declines despite lower premiums
- Inability to easily compare prices and coverage options limits brand consideration
- Chatbots and virtual assistants improve digital shopping experience, but just 11% of customers use them
Nearly half (47%) of all new auto and home insurance policies are now purchased digitally,1 underscoring the critical role insurance apps and websites now play as a conduit to new customer acquisition and ongoing customer engagement. According to the
“As insurance prices have started to come down nationwide, a massive volume of active customers and new prospects are comparison shopping and hunting for information on insurer websites and mobile apps,” said
The
“As customers increasingly turn to digital channels for questions about their existing policy, policy changes, or when shopping for a new carrier, websites and apps have become a core component of the insurance customer journey,” said
Following are some key findings of the 2026 study:
- Overall satisfaction with insurer websites and apps declines: The average overall satisfaction score for insurance digital customer experience in the service segment is 695 (on a 1,000-point scale), which is 4 points lower than last year. The average overall satisfaction score in the shopping segment is 523, which is 12 points lower than last year.
- Many insurers not providing key cost comparison information: Just one-third of insurance shoppers encounter comparison pricing tools that include other insurance brands, and just 27% encounter price comparison tools that include other policy options from the same brand. Meanwhile, 28% of insurance customers encountered no such price comparison tools at all. Customers are nearly two times as likely to consider purchasing a policy when price comparisons are provided (39%) than when no price comparison tools are available (21%).
- Virtual assistants and chatbots underutilized: Overall satisfaction among insurance shoppers using a virtual assistant or chatbot on an insurer’s website is 645. That is 132 points higher than when chatbots and virtual assistants are not used. Despite the significant influence these tools have on customer experience, just 11% of customers have used them in the insurance shopping process.
Study Rankings
Amica ranks highest in the service segment with a score of 730. Nationwide (723) ranks second and GEICO (717) ranks third.
To view the official release and complete visual rank charts, visit: http://www.jdpower.com/pr-id/2026039.
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View source version on businesswire.com: https://www.businesswire.com/news/home/20260513126185/en/
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