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 JD Power 2026 U.S. Insurance Digital Experience Study,SM released today, customer satisfaction with insurance websites and mobile apps declines this year as many customers fail to find the information they want and ignore virtual assistants and chatbots designed to improve the digital experience.
“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 Eric McCready, director of digital solutions at JD Power. “Likewise on the customer service side, the digital channel is quickly becoming the primary touch point between insurers and their customers. Some insurers have embraced this digital transformation by building well-thought-out, easy-to-navigate digital properties, but many are still struggling to deliver the right mix of information and resources customers can use to get the information they need.”
The U.S. Insurance Digital Experience Study evaluates the digital consumer experiences of both property and casualty (P&C) insurance shoppers seeking quotes and existing customers conducting typical policy-servicing activities. It also examines the functional aspects of the service and shopping experiences. Service experience examination includes desktop web, mobile web and app in four factors: design; information; tools/capabilities; and system performance. Shopping experience examination includes desktop and mobile web in four factors: design; information; quoting; and system performance. The study was conducted in collaboration with Corporate Insight, the leading provider of competitive intelligence and user experience research to the financial services and healthcare industries.
“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 Justin Suter, director of market engagement and thought leadership at Corporate Insight. “As people start using AI tools for insurance information and even quote comparisons, insurers need to get their digital formulas right to support the new ways in which customers look for information.”
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.
National General ranks highest in the shopping segment with a score of 553. Automobile Club Group (AAA) (546) ranks second and Erie Insurance (545) ranks third.
To view the official release and complete visual rank charts, visit: http://www.jdpower.com/pr-id/2026039.
The U.S. Insurance Digital Experience Study is based on 11,553 evaluations and was fielded from January through March 2026.
For more information about the U.S. Insurance Digital Experience Study, visit https://www.jdpower.com/business/insurance/us-insurance-digital-experience-study.
About JD Power
JD Power delivers mission-critical data, analytics and intelligence that help businesses improve customer experience and operational performance with confidence and clarity. Using proprietary, comprehensive data–including millions of consumer interactions and authoritative automotive datasets–combined with advanced analytics, artificial intelligence and deep industry expertise, JD Power enables leaders to respond to market shifts, make smarter decisions and drive measurable performance improvements.
As an objective source of deep insight into real-world customer interactions with brands and products, JD Power provides the independent intelligence organizations need to anticipate change, strengthen customer engagement and advance growth. Learn more at JDPower.com.
About JD Power and Advertising/Promotional Rules: www.jdpower.com/business/about-us/press-release-info
1 JD Power: Rate Pressure, Customer Retention and Digital Engagement Top Industry Challenges for 2026
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