Nearly half of all new auto and home insurance policies – 47% – are now purchased digitally, making insurer websites and apps an increasingly important part of how people shop and manage their coverage.
But according to a recent J.D. Power study, customers aren’t so happy with those digital devices.
Overall satisfaction with insurance websites and mobile apps has declined in 2026, with customers struggling to find the information they need and largely ignoring the virtual assistants and chatbots created to help them.
The J.D. Power 2026 U.S. Insurance Digital Experience Study, based on more than 11,500 surveys, measures how well insurer digital tools serve both existing customers and new buyers.
The analysis covers desktop and mobile web and apps across two segments: service (how well insurers support current policyholders) and shopping (how well they help prospective customers get quotes and compare options). Both segments are evaluated based on four factors of customer satisfaction:
- design
- Information
- system performance
- equipment/capabilities for service; quotes for shopping
The report said insurance premiums are falling nationally, prompting more consumers to compare. But the surge in digital traffic is exposing some significant shortcomings. Eric McCready, director of digital solutions at J.D. Power, explains in a Summary Among the findings:
“Some insurers have embraced this digital transformation by creating well-thought-out, easy-to-navigate digital assets, but many are still struggling to deliver the right mix of information and resources that customers can use to get the information they need.”
Best and worst insurance companies for service
The average customer satisfaction score for service is 695 on a 1,000-point scale, down 4 points from last year. Here are the companies that beat the average:
- Friendly:730
- nationwide:723
- GEICO:717
- Freedom mutual:711
- Allstate:710
- State Farm:699
- progressive:696
It is worth noting that USAA earned a score of 715. However, J.D. Power excluded USAA from its rankings. (The company specifically serves People in the US military community, veterans and their eligible family members.)
Here are the companies that fell under the average:
- American family:691
- farmers:690
- hartford:690
- auto-owners insurance:688
- passenger:672
- Leading Insurance Group:660
- Erie Insurance:651
- Mercury:648
- safeco:640
- Auto Club of Southern California (AAA):634
The Best and Worst Insurance Companies for Shopping Satisfaction
The average customer satisfaction score for shopping is 523 on a 1,000-point scale, down 12 points from last year. Here are the companies that beat the average:
- national general:553
- automobile club Group (AAA):546
- Erie Insurance:545
- farmers:542
- state farm:531
- home location:530
- Auto Club of Southern California (AAA):529
- safeco:529
- Kemper:528
- passenger:528
- Leading Insurance Group:527
- American family:524
- progressive:524
USAA earned a score of 524 in shopping satisfaction but was left out of the ranking.
Following are the companies whose scores fell below the segment average:
- Friendly:522
- Freedom mutual:522
- Country financial:516
- hartford:514
- Allstate:513
- Mercury:511
- CSAA Insurance Group (AAA):510
- GEICO:508
- auto-owners insurance:498
- chub:498
- nationwide:495
According to J.D. Power, most insurance buyers do not have access to comprehensive price comparison tools, yet data shows that these features nearly double a customer’s likelihood of purchasing.
More than a quarter of buyers (28%) do not find any price comparison tools during their search. Only a third look at competitive pricing, and only 27% are offered an alternative policy option from the same brand.
You don’t have to rely on your insurance company to provide a comparison. This online tool from Insurify allows you to instantly shop for the best auto insurance rates in your area.
And if you’re in the market for home insurance, you can find the best local rates fast with this online tool.