Customer satisfaction with insurance websites and mobile apps declined in 2026, even as more consumers used digital channels to shop for and manage policies, according to the JD Power 2026 U.S. Insurance Digital Experience Study.
The study found that 47% of all new auto and home insurance policies are now purchased digitally. However, many customers reported difficulty finding information online and did not use tools designed to improve the digital experience, such as chatbots and virtual assistants.
“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.
Satisfaction Scores Decline
The study measured customer satisfaction with insurer websites and apps in both service and shopping experiences.
In the service segment, the average overall satisfaction score was 695 on a 1,000-point scale. That score dropped 4 points from last year. In the shopping segment, the average satisfaction score was 523, which marked a 12-point decline year over year.
The study evaluated desktop web, mobile web, and app experiences across several factors, including design, information, tools and capabilities, quoting, and system performance.
Comparison Tools Remain Limited
The study also found that many insurers do not provide enough cost comparison information online.
Only one-third of insurance shoppers encountered comparison pricing tools that included other insurance brands. In addition, just 27% found tools that compared policy options from the same insurer. Meanwhile, 28% of customers said they encountered no price comparison tools at all.
Customers were nearly twice as likely to consider purchasing a policy when price comparison tools were available. According to the study, 39% of customers considered purchasing a policy when comparisons were provided, compared with 21% when no comparison tools were available.
Chatbots and Virtual Assistants See Low Usage
Although chatbot and virtual assistant usage remained low, the study showed these tools improved customer satisfaction among shoppers who used them.
Overall satisfaction among shoppers who used a virtual assistant or chatbot reached 645, which was 132 points higher than among those who did not use the tools. Despite that increase, only 11% of customers used chatbots or virtual assistants during the insurance shopping process.
Justin Suter, director of market engagement and thought leadership at Corporate Insight, said websites and apps now play a central role in the insurance customer journey. He also noted that customers increasingly use AI tools to gather insurance information and compare quotes.
Study Rankings
Amica ranked highest in the service segment with a score of 730. Nationwide ranked second with 723, followed by GEICO with 717.
In the shopping segment, National General ranked highest with a score of 553. Automobile Club Group (AAA) ranked second with 546, and Erie Insurance ranked third with 545.
The study was based on 11,553 evaluations collected from January through March 2026.
Get the latest insurance market updates and discover exclusive program opportunities at ProgramBusiness.com.