Poor Member Digital Experience Weighs Heavily on Health Insurers, J.D. Power Finds
Health insurance members across both commercial and Medicare Advantage plans are increasingly using their health plan’s websites and mobile apps as their primary conduits of communication, but the quality of these digital experiences is lagging far behind what they have come to expect from other industries they interact with digitally such as financial services, property and casualty insurance, and automotive finance. According to the
“So many daily interactions with service providers are successfully managed digitally, resulting in continually higher customer expectations for a world-class digital experience,” said
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Health insurance mobile app experience lags other service industries: On average, customer satisfaction with apps is 653 (on a 1,000-point scale) among commercial member health plans and 597 among Medicare Advantage plans. Comparatively, customer satisfaction with apps is significantly higher in three other industries in which
J.D. Power conducts studies: full-service wealth management companies (794);1 property and casualty insurers (700);2 and automotive finance companies (672).3 - Digital experience affects satisfaction and intent to renew: Among commercial member health plan digital experiences in which overall satisfaction scores are 801 or higher, 58% of members are likely to have a much more positive impression of their employer. Among Medicare Advantage plan digital experiences in which overall satisfaction scores are 801 or higher, 85% of members say they “definitely will” renew with their current plan, which is more than double the intended loyalty rate for those digital experiences with scores of 500 or less.
- Missing basics of ease of use and navigation: The most important factor driving satisfaction with both commercial health plans and Medicare Advantage plans is ease of finding information needed. When that basic criterion is met, overall member satisfaction rises 83 points. Yet, health plans are failing to deliver that level of digital experience 39% of the time.
- Mobile apps show promise—when they work: The percentage of commercial health plan members who have used their insurer’s mobile app within the past year rises to 37% in 2025, up from 31% in 2024, and overall satisfaction is highest (636) among those who use the mobile app when compared with a website (607) or phone (607). However, when members have a poor digital experience, their likelihood of reusing that channel again in the future falls to just 27%.
Study Rankings
See the rank chart for each segment at http://www.jdpower.com/pr-id/2025035.
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