Insurance carriers may be leaving new business on the table after failing to provide digital price and coverage comparison tools that nearly double shoppers' likelihood of considering a policy purchase, according to JD Power's 2026 US Insurance Digital Experience Study.
The finding follows a period of increased shopping activity among insurance customers. In a 2025 report, JD Power found that the percentage of customers shopping for auto insurance reached a record 57%, up from 49% in 2024. The report also found that 29% of insurance customers switched insurers in 2025, suggesting a more competitive environment for carriers seeking new business and retaining existing policyholders.
Customers are nearly twice as likely to consider purchasing a policy when price comparison tools are available, with consideration rates reaching 39% compared with 21% when no price comparison tools are offered. Yet only one-third of insurance shoppers encounter comparison pricing tools that include competing insurance brands, while 27% encounter tools comparing policy options from the same insurer. Meanwhile, 28% report seeing no price comparison tools at all.
Digital channels account for a significant share of insurance purchases. According to JD Power's Insurance Intelligence Report, 47% of insurance policy buyers now purchase through digital channels, compared with 35% through agents and 17% through call centers.
The Digital Experience Study found that insurer websites and mobile applications remain an important point of interaction for both prospective and existing customers.
“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.”
Overall satisfaction fell in both segments measured by the study.
The average overall satisfaction score in the service segment declined four points year over year to 695 on a 1,000-point scale. In the shopping segment, the average score fell 12 points to 523.
The study evaluates digital experiences among property and casualty insurance shoppers seeking quotes and policyholders conducting service-related activities. Service evaluations cover desktop websites, mobile websites and apps across design, information, tools and capabilities, and system performance. Shopping evaluations cover desktop and mobile websites across design, information, quoting and system performance.
Separate JD Power research on digital claims experiences found that many customers continue to move between digital and non-digital channels during the claims process. The company's 2025 US Claims Digital Experience Study found that 22% of customers use multiple channels to resolve the same question.
That study also found that 52% of auto and homeowners’ insurance customers who rated their digital claims experience as poor or only satisfactory said they were likely to leave or not renew with their insurer, compared with 4% of customers who rated their experience as excellent or perfect.
The study also identified a gap between the effectiveness of virtual assistants and their adoption by customers.
Among insurance shoppers who used a virtual assistant or chatbot on an insurer's website, overall satisfaction reached 645. That score was 132 points higher than among customers who did not use those tools. However, only 11% of customers reported using a chatbot or virtual assistant during the shopping process.
The findings come while consumers increasingly use technology to research insurance options. According to JD Power's Insurance Intelligence Report, some customers are using artificial intelligence tools to understand insurance terminology, evaluate coverage options and compare quotes.
“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.”
