With more than one-third of customers dissatisfied with auto insurers, it is important for online insurance platforms to offer the best possible user experience. But according to Insurify, not every insurer provides the same digital experience. Based on findings from Keynova Group’s Q4 2025 Online Insurance Scorecard, Insurify reported that major insurers have made progress simplifying quotes, bundling coverage and speeding up checkout, but that doesn’t apply to all available platforms. 

According to the report, the most significant advances came from online quoting improvements like “simplifying data entry, improving coverage explanations and reducing barriers to completing a policy.” Side-by-side quote comparisons and multiple pricing tiers based on coverage levels help consumers make an informed decision. Bundling auto with homeowners or renters insurance is also becoming more popular, following the broader trend toward fully digital purchasing. 

“The number of insurers offering online umbrella policy quotes more than doubled in 2025, rising to 42%,” Insurify said. “For consumers, that means fewer phone calls and faster comparisons for higher-limit coverage that once required agent assistance.”

However, agents still remain an important part of the insurance buying process. The findings showed that about one-third of insurance companies show a local agent to consumers as they are getting an online quote. And around 75% of insurers provide personalized agent information. 

Where the online platforms are falling short is in site usability which affects consumer satisfaction and trust. Many insurance companies are missing public tutorials on how to use their online accounts and don’t have searchable FAQ sections that address common user problems. Fifty-eight percent of sites don’t offer a search function within the customer account dashboard. Accessibility is also an issue, especially since two-thirds of sites don’t provide a clear digital way to report an accessibility issue. 

The goal, Insurify said, is for the insurance buying experience to become faster, more precise and more controllable. As it is, customers now have to compare not only the insurance rates but also the overall user experience for each site.

Progressive ranked number one for overall customer experience on the scorecard.