Progressive Wins 1st in Keynova Group’s Semi-Annual Online Insurance Scorecard
Keynova Group, the principal competitive intelligence source for digital financial services firms, today announced the results of the Q2 2025 edition of its semi-annual Online Insurance Scorecard, an evaluation of 12 of the largest U.S. auto and property insurance carriers’ website features and capabilities. Once again, Progressive wins first place for enabling a top-notch online user experience.
The latest findings address the various ways in which carriers are driving satisfaction and retention with end-to-end online services. Beginning with quoting and advancing through policyholder servicing, options like efficient digital claims handling can bolster policyholder satisfaction while targeted cross-selling can generate multi-product relationships that improve customer retention.
“In today’s market, leading financial service providers should strive to create seamless and complete digital experiences to meet the needs and expectations of customers and prospects who prefer to interact digitally,” said Beth Robertson, managing director at Keynova Group. “Carriers that focus on supporting their product and policy portfolios with cohesive and useful online experiences can build high-value, long-term relationships with their policyholders.”
Key Findings:
Online Quoting Should Exemplify a Firm’s Complete Digital Experience
Streamlined digital quoting creates a powerful foundation for future policyholder satisfaction. All Scorecard carriers currently offer online quoting, and most, after the short-term hiatus of a few carriers, are again supporting a fully online experience encompassing digital purchasing and binding. Carriers can further simplify online quoting processes and remove friction using options like auto-complete, prefill of known information and by enabling efficient actions such as offering e-signature for policy purchases (83%), paperless enrollment within the quote flow (75%), and automatic enrollment and onboarding to digital account management (67%).
Digital Claims Servicing Supports Customer Retention
Though insurance agents and claims representatives continue to play an important role in the policyholder experience, today’s digital consumer wants engaging and practical online self-servicing options. Efficient digital claims servicing is critical to policyholder satisfaction and longer-term retention. Over the past six months, three-quarters of carriers have made improvements to the elements they offer to support the online claims experience. Progressive implemented the largest number of recent claims-specific site upgrades, including enabling integrated rental car reservations, offering educational claims videos, supplying text alerts of weather or other catastrophic events and providing additional natural disaster-related content. Updates from other carriers include the ability to file and track a pet claim using single sign-on access from authenticated servicing, and two-thirds of carriers now furnish an overview of the claims-filing process, citing information required and a time estimate to submit a claim.
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Carriers Build Customer Relationships Via Cross-Selling
As policyholders using multiple types of coverage have better retention rates, generate more revenue per customer, and are less costly than new policyholder acquisitions, carriers can build long-term relationship value by focusing on digital cross-sell opportunities. Carriers that advocate policy bundling and provide integrated quoting estimates for adding other policy types can generate additional sales with outreach across the public and authenticated areas of their sites. Two-thirds of carriers currently provide proactive cross-selling content on their website homepages while 75% leverage policyholders’ recurring visits to the authenticated servicing site to generate interest in additional policy types or ancillary services. USAA uses a variety of cross-selling outreach options, including offering a personal financial assessment tool that suggests key actions and additional coverages, along with a new authenticated landing flyout that customizes offers to the policyholder.
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