Customer satisfaction with insurance websites and mobile apps fell in 2026, even as more consumers used digital channels to shop for and manage policies. The findings come from 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 bought digitally. Many customers still struggled to find information online and rarely used tools such as chatbots and virtual assistants.
The study was based on 11,553 evaluations collected from January through March 2026.
Eric McCready, director of digital solutions at JD Power, said falling insurance prices have pushed large numbers of existing customers and new prospects to compare offers. He said many are now searching insurer websites and mobile apps for policy information.
The study measured satisfaction with insurer websites and apps across service and shopping experiences. In the service segment, the average score was 695 on a 1,000-point scale, down 4 points from last year.
The shopping segment showed a sharper decline. The average satisfaction score fell 12 points year-on-year to 523.
JD Power evaluated desktop web, mobile web, and app experiences. The factors included design, information, tools, quoting, capabilities, and system performance.
The study also found limited use of online comparison tools. Only one-third of insurance shoppers encountered pricing tools that included other insurance brands.
Just 27% found tools comparing policy options from the same insurer. Another 28% said they saw no price comparison tools at all.
Customers were almost twice as likely to consider buying a policy when price comparison tools were available. The study found 39% considered purchasing when comparisons were provided, compared with 21% when no comparison tools appeared.
Chatbots and virtual assistants still had low usage. Only 11% of customers used those tools during the insurance shopping process.
Among shoppers who did use a chatbot or virtual assistant, overall satisfaction reached 645. That was 132 points higher than among shoppers who did not use the tools.
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 said customers increasingly use AI tools to gather insurance information and compare quotes.
Amica ranked highest in the service segment with a score of 730. Nationwide ranked second at 723, followed by GEICO at 717.
In the shopping segment, National General ranked first with a score of 553. Automobile Club Group, or AAA, ranked second at 546, while Erie Insurance ranked third at 545.
