Farmers Insurance is rolling out a series of changes intended to make policy information easier for consumers to understand, part of a phased, company-wide initiative that also includes a rebrand.
Eleanor Solomon, head of creative for Farmers Insurance, described the goal as removing jargon from how the company communicates coverage.
"The strategy is grounded in a simple belief: our customers' insurance coverage should be easy to understand, with no jargon, no big words, and no lawyer needed to make sense of it," she said. "Farmers is introducing tools that help make insurance easier to navigate, highlighting what is and is not covered, offering coverage reviews even if your policy is with another insurer, and, in some cases, helping consumers explore alternatives when Farmers isn't a fit for them."
The centerpiece is Farmers Coverage on a Page, a one-page summary available with select auto and home policies that lists what is and isn't covered. Farmers is also offering free Coverage Review sessions, in which a representative walks a customer through their current coverage, whether or not it's with Farmers, and flags potential changes or savings.
The changes extend to Farmers' branding. The company is updating its layouts, typography and color palette, including a pink accent color meant to make its advertising more recognizable.
New creative begins rolling out nationally on July 13 across advertising, digital platforms and customer communications.
The timing lines up with a period of unusually high shopping activity in personal lines.
Policy shopping reached historic highs in the fourth quarter of 2025, with more than 47% of policies in force shopped at least once in the previous 12 months, according to LexisNexis Risk Solutions' 2026 U.S. Auto Insurance Trends Report.
Separate research from J.D. Power found that customers are now getting more quotes than ever, averaging 3.5 quotes per shopping episode, the highest level in the study's history, even as the share of customers actively shopping has eased slightly from the prior year's peak.
Tools that position an insurer as a source of comparison and clarity, rather than something to be shopped against, serve retention as much as new business in that environment.
The push also coincides with Farmers actively expanding in California, one of the country's most closely watched property insurance markets.
In November 2025, Farmers eliminated its cap on writing new homeowners policies in the state, having previously limited new business to 9,500 policies per month, citing growing confidence in California's Sustainable Insurance Strategy under Insurance Commissioner Ricardo Lara.
Farmers is the state's second-largest home insurer, covering roughly 11% of insured homes, and its expansion comes as rivals such as State Farm have pulled back sharply, non-renewing tens of thousands of California policies since 2023.
For an insurer courting homeowners who may have been dropped elsewhere, plain-language coverage summaries and free reviews of a rival's policy also function as a low-friction way to win new business in a market where trust in carriers has been shaken.
