Insurity’s new survey finds that policyholders overwhelmingly prefer hybrid service models, blending automation with optional human support and personalised communication (Image: Insurity)
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GLOInsurity, a leading provider of cloud-based software for insurance carriers, brokers, and MGAs, today released new insights from its 2025 Digital Experience Index, shedding light on how P&C insurance customers want to interact with their insurers in an increasingly digital world. While many insurers are doubling down on automation and digital self-service, the research reveals that only 15% of consumers want a fully self-service, digital-only experience from their insurer. In contrast, 48% of respondents prefer a digital-first model with the option to speak to someone if needed, underscoring the importance of hybrid engagement strategies combining efficiency and flexibility.
The survey also found that communication preferences vary widely. While 47% of consumers still use the phone to communicate with their insurer, 44% prefer email updates during claims, and others favor text messages or app notifications. This insight suggests that beyond automation, consumer expectations are centered on choice, especially in how and when they receive information.
This push for flexibility reflects a broader consumer expectation for seamless, intuitive digital experiences across every touchpoint. The Digital Experience Index found that 64% of consumers would consider switching insurers for a better digital experience, making it clear that frustrating or rigid interactions don’t just cause dissatisfaction; they actively drive attrition. For insurers, meeting these expectations is a key driver of retention and competitive differentiation.
For P&C carriers refining their digital strategies, achieving the ideal balance between technology and human interaction is paramount. While mobile apps and online self-service tools offer convenience and efficiency, including accessible human support for high-stakes or complex situations ensures a deeper connection with policyholders. This delicate integration not only enhances user satisfaction but also fosters trust, loyalty, and long-term engagement, making it a cornerstone of competitive advantage in an increasingly digital insurance landscape.
“The push for digitization often overlooks the nuanced needs of policyholders,” said Sylvester Mathis, Chief Revenue and Insurance Officer at Insurity. “Our findings highlight that while automation and self-service tools are invaluable, they should never come at the expense of human connection. Customers seek reliability and empathy, especially in critical moments like claims or policy adjustments. Insurers that strike the right balance between cutting-edge technology and accessible human support will not only meet but exceed expectations, fostering deeper loyalty and solidifying their competitive edge.”
This survey was conducted online in April 2025, and more than 1,000 adult participants were randomly selected across the United States to ensure a representative sample. Respondents were asked a series of 19 questions, ranging from multiple-choice to scale-based, to gauge their opinions on their digital experience. Data analysis was performed to identify key patterns and insights.
To learn more about Insurity’s 2025 Digital Experience Index and how policyholders feel about their digital experience with P&C insurers, please contact Elizabeth.Hutchinson@insurity.com.
About Insurity
Insurity is a leading provider of cloud-based software for insurance carriers, brokers, and MGAs. Insurity is trusted by 22 of the top 25 P&C carriers and 7 of the top 10 MGAs in the US and has over 400 cloud-based deployments. Through its best-in-class digital platform, unrivaled industry experience, and the industry’s most robust analytics offerings, Insurity is uniquely positioned to deliver exceptional value, empowering customers to focus on their core businesses, optimize their operations, and provide superior policyholder experiences. Insurity is a portfolio company of GI Partners and TA Associates. For more information, visit www.insurity.com.
Source: Insurity
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