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Insurance Study: More Shop for New, Fewer Switch

Insurance Study: More Shop for New, Fewer Switch

By Philly Murtha, April 27, 2015

Auto insurance rates increased by an average of 2.1% in 2014 and 2.5% in 2013,1 which is contributing to more customers shopping for a new insurer; however, few actually switch to another provider, according to the J.D. Power 2015 U.S. Insurance Shopping Study.SM

Now in its ninth year, the study measures shopping and purchase behavior and satisfaction with the purchase experience among customers who recently bought auto insurance across three factors (in order of importance): price, distribution channel, and policy offerings. The 2015 study is based on responses from more than 15,600 shoppers who requested an auto insurance price quote from at least one competitive insurer during the past 9 months.

More than one-third of customers (39%) who stayed with their provider were looking for a lower premium in 2014, which is up from 32% in 2013. However, only 29% of them actually switched to a new insurer. That's lower than in 2013, when 37% of customers changed to a different provider2.

"Customers are being pushed into the market due to rate increases, but unless they can find a policy that will save them money, they're not switching providers," said Valerie Monet, director of J.D. Power's insurance practice.

During the shopping experience, customers look for insurers that provide clear, effective communication about policy options--whether through interactions with staff or through tools and information on the provider's website. Customers need to make sure a policy meets their needs. They should find any discounts they may be eligible to receive as well as be able to figure out how their premium is calculated, she said.

A few of the 2015 study's finding are summarized:
  • More than half (53%) of respondents who stayed with their insurer (up 10 percentage points from 2014) indicate their insurer offered the lowest price.
  • Only 29% of customers said they found a better deal and switched to a new insurer--down 12 percentage points from 2014.
  • Satisfaction with the purchase experience among customers who recently switched insurers improves 12 points from a year ago to 833 (on a 1,000-point scale) in 2015. Satisfaction with price improves and is the main driver of customer satisfaction with the purchase experience.
  • Shoppers who switched insurers indicate an average premium savings of $388 in 2015, compared with $340 in 2014.
  • For a third consecutive year, Erie Insurance ranks highest among auto insurers in providing a satisfying purchase experience, with a score of 870, up from 843 in 2014. Erie Insurance performs well in all three factors measured in the study.
  • Ameriprise and The Hartford rank second in a tie (869), while CSAA Insurance Group ranks fourth (861) and Amica Mutual ranks fifth (850).

1 SNL Financial
2 The 2013 annualized shopping rate has been recalculated so that it is comparable with the 2014 and 2015 study-year data, which are weighted to reflect U.S. age distribution based on estimates from the U.S. Census.

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