JD Power Reveals Trends in Digital Auto Insurance Shopping 2026
Recent insights from the JD Power 2026 U.S. Insurance Shopping Study reveal the growing significance of digital platforms in the auto insurance market, with nearly half of new auto policies now purchased online. Although there is a slight decline in the number of customers shopping for auto insurance compared to last year, engagement levels remain high. Consumers increasingly rely on digital and AI-driven tools to compare, understand, and purchase policies effectively.
According to Stephen Crewdson, managing director of insurance intelligence at JD Power, the market has shifted from a crisis-driven environment to one influenced heavily by digital and AI advancements. Mobile apps and AI tools simplify policy exploration, resulting in more quotes acquired. Customers utilizing AI in their insurance shopping tend to switch insurers more frequently and express higher confidence in their selections, underscoring AI's potential to provide clearer policy explanations over traditional methods. Insurers face challenges in effectively presenting themselves in these digitally enhanced environments.
In terms of customer purchase experience, Erie Insurance ranks highest among large auto insurers for the third consecutive year, with a score of 719. Nationwide follows closely with a score of 715, and Allstate ranks third at 685. The comprehensive study, now in its 20th year, offers valuable insights into each phase of the insurance shopping process and draws from the experiences of over 12,437 insurance customers who sought an auto insurance quote within the past six months. Conducted from January 2025 through January 2026, the JD Power study continues to illuminate trends and shifts in the insurance shopping landscape.
For more detailed findings and study data, industry professionals are encouraged to visit the JD Power website. JD Power remains a pivotal resource, offering data and analytics to enhance customer experience and improve operational performance in the insurance sector.