2025 Consumer Sentiment Report

Insurance is standing at the gate of major change. Currently, only a small fraction of insurance transactions are truly digital – by some estimates, only 1%. This means a human is involved in the vast majority of all insurance transactions.

Prior to that innovation, almost all transactions occurred via cash or checks. However, there were a few innovators that made the bet that cashless transactions would be the future and would soon dominate commerce – and the evidence that they were right is all around us. In today’s world, it’s not uncommon for merchants of all types to operate fully cashless. Just as the marketplace of commerce shifted to credit cards, the marketplace of insurance is now shifting to digital.

As we enter this pivotal moment for insurance, we wanted to better understand perceptions of the insurance industry as well as measure sentiment around purchasing insurance digitally. We partnered with Morning Consult, a leading market research firm, to conduct a survey among U.S. adults. In total, we surveyed 2,127 individuals across age to find out how American consumers feel about their current insurance options and where the most opportunity lies to better serve them – digitally.

What has become obvious through our research is that there is a clear and present generational divide separating Digital Natives (born in 1975 or after) from Digital Immigrants (born in 1974 or before). As the next generation shops for insurance for the first time, their buying preferences are loud and clear – and they’re not looking for their grandparents’ way of purchasing insurance in an analog world.