The property and casualty (P&C) insurance sector is showing strong signs of digital convergence, according to Corporate Insight’s 2025 P&C Insurance Experience Benchmark. The report reveals that all 20 carriers evaluated now fall within the middle performance tiers — Achieving or Effective — with no insurers in the lowest or highest categories. This marks the first time the gap between top performers and the rest of the market has largely closed.
Industry-Wide Progress
The benchmark, now in its third year, indicates gradual yet consistent digital improvement across personal lines platforms. The average industry score increased from 64 to 66 out of 100, reflecting steady advancements in usability, design, and functionality.
“Trailing insurers are catching up and competitive differences are narrowing,” said Justin Suter, insurance research manager at Corporate Insight. “Carriers that make strategic investments in the right digital areas can still quickly create meaningful competitive advantages.”
State Farm retained the top spot for the third consecutive year, scoring 79—just one point below the threshold for the Leading tier. The company ranked in the top five across all seven benchmark categories, earning particular recognition for its mobile app and consistent design experience.
Mobile and Security Lead the Way
The Profile & Settings category saw the most growth, driven by enhanced authentication and login security features prompted by New York State’s multifactor authentication (MFA) regulations. State Farm stood out as the only carrier offering Passkeys for secure, expedited login, while Amica added identity verification through Google Authenticator.
Seventeen carriers improved in the Support category, with a focus on expanding educational resources and offering more contact methods across digital platforms. “Virtual assistants continue as an area to watch,” added Suter.
Top Performers and Notable Gains
Following State Farm, Allstate ranked second with a score of 77, performing strongly in Support and Prospect Experience. Liberty Mutual rose from fifth to third place (76 points), credited for its smooth self-service transaction flows and strong account servicing capabilities.
Nationwide achieved the most significant climb — up five spots to fourth place with a score of 75 — driven by mobile app enhancements and expanded coverage information. COUNTRY Financial recorded the largest point increase overall, rising nine points to a score of 65.
Account Information Stays Central
Corporate Insight surveyed more than 1,500 P&C policyholders as part of the benchmark, finding that Account Information remains the most valued digital feature. Policy ID cards ranked highest in importance, with 85% of respondents calling them “very” or “extremely important,” followed by policy information (83%) and billing statements (81%).
“Account information will always top these importance ratings, but insurers can separate their experiences with proactive alerts and mobile value-adds,” Suter noted. He pointed to Allstate’s Gas Buddy and Understand Property Risk tools as examples of digital features that help customers save money and manage risk.
Benchmark Methodology
The P&C Insurance Experience Benchmark assesses insurers’ websites and mobile apps across seven categories, 35 subcategories, and over 160 attributes related to functionality, design, navigation, and usability. Carriers receive scores from 1 to 100 overall and within each category, weighted by importance according to Corporate Insight’s consumer survey.
The 2025 benchmark included the following insurers: Allstate, American Family, Amica, Automobile Club of Southern California, Auto-Owners Insurance, Branch, Chubb, COUNTRY Financial, Erie Insurance, Farmers, GEICO, Liberty Mutual, Mercury Insurance, Nationwide, Progressive, PURE, State Farm, The Hartford, Travelers, and USAA.
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