U.S. Insurance Digital Experience Study (IDES)
Benchmark the Digital Journeys That Shape Insurance Decisions
The U.S. Insurance Digital Experience Study evaluates the effectiveness of insurance websites and apps across the full shopping and servicing journey. It defines best practices in usability, design, content, and performance—revealing how carriers can improve conversion, satisfaction, and digital maturity.
What the Study Measures
Dual-Module Evaluation of Digital Insurance Experiences
Evaluates digital experience across four core dimensions:
• Design
• Content clarity
• Digital tools & functionality
• Site/app performance
Tracks:
• Shopping – quoting, comparison, lead flow, and decision support
• Servicing – account management, claims, billing, and self-service
Includes:
• Voice-of-customer insights
• Expert usability audits
• Annual rankings and award eligibility
How the Insurance Digital Experience Study Works
• Combines voice-of-customer data with expert usability review across desktop, mobile web, and app channels
• Evaluates shopping and servicing journeys independently
• Benchmarks digital performance and maturity across the insurance industry
Better Digital, Higher Conversion
• Identifies UX gaps that reduce quoting, purchase, and self-service completion
• Benchmarks digital maturity against top carriers and emerging disruptors
• Quantifies the ROI of digital transformation initiatives
• Helps position digital channels competitively across web and app experiences
Digital Experiences Drive Growth
• Improve digital paths that influence purchase and self-service decisions
• Reduce friction across browsing, quoting, and account management journeys
• Support higher conversion through clearer, more intuitive digital design
• Align digital investment with customer expectations and behavior shifts
• Strengthen loyalty through reliable, high-performing digital experiences
Key Dates
2026
Field Start: January 2026
Publish: May 7, 2026
Press Release: May 13, 2026
Press Release & Award Information
JD Power issues national press releases highlighting key findings and top-to-bottom rankings from award-eligible studies. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite.
Profiled Brands
Service
Allstate
American Family
Amica
Auto Club Group (AAA)
Auto Club of Southern California (AAA)
Auto-Owners Insurance
Chubb
COUNTRY Financial
CSAA Insurance Group (AAA)
Erie Insurance
Farmers
Foremost Insurance Group
GEICO
Homesite
Kemper
Liberty Mutual
Mercury
National General
Nationwide
Progressive
Safeco
State Farm
The Hartford
Travelers
USAA^
^^Brand is not rank eligible because it does not meet study award criteria.
Shopping
Allstate
American Family
Amica
Auto Club Group (AAA)
Auto Club of Southern California (AAA)
Auto-Owners Insurance
Chubb
COUNTRY Financial
CSAA Insurance Group (AAA)
Erie Insurance
Farmers
Foremost Insurance Group
GEICO
Homesite
Kemper
Liberty Mutual
Mercury
National General
Nationwide
Progressive
Safeco
State Farm
The Hartford
Travelers
USAA^^
^^Brand is not rank eligible because it does not meet study award criteria.
Who should use it
Built for Digital, UX, and Innovation Leaders
• Digital product managers
• UX/UI designers
• IT and engineering teams
• Marketing and digital transformation leaders
PowerSource
Insights Available at a Touch of a Button
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
