Findings from 2025 Digital Experience Index show only 15% of policyholders want digital-only service; 64% would switch for a better experience
As digital transformation reshapes the insurance landscape, new findings from Insurity’s 2025 Digital Experience Index suggest that many property and casualty (P&C) insurance customers continue to value human support—especially when navigating complex transactions or claims. According to the survey, only 15% of consumers want a fully self-service, digital-only experience from their insurer.
Instead, the majority of respondents indicated a preference for a hybrid engagement model. Specifically, 48% of respondents said they prefer a “digital-first model with the option to speak to someone if needed,” highlighting the need for insurers to balance automation with accessible human support.
Insurity, a leading provider of cloud-based software for insurance carriers, brokers, and MGAs, released the results of its national survey in May 2025. The Digital Experience Index aims to measure how customers want to interact with their insurers across digital channels and live communication touchpoints.
Customers Want Choice in Communication Methods
The survey also reveals that communication preferences among policyholders remain diverse. While 47% of respondents still use the phone to communicate with their insurer, 44% prefer email updates during claims, and others favor text messages or app notifications. The findings suggest that insurers must support a range of communication channels to meet customer expectations.
“Beyond automation, consumer expectations are centered on choice, especially in how and when they receive information,” the report notes.
This emphasis on flexibility signals a shift in consumer behavior: rather than choosing between digital or personal service, many expect insurers to offer both. Carriers that limit communication options or force all transactions through digital-only platforms risk missing the mark with a significant share of the market.
Digital Experience as a Driver of Retention
Perhaps most notably, Insurity’s research found that 64% of consumers would consider switching insurers for a better digital experience. According to the company, this makes it “clear that frustrating or rigid interactions don’t just cause dissatisfaction; they actively drive attrition.”
As insurers continue to digitize key processes—from quote generation and policy issuance to claims intake and customer service—the quality and usability of these digital experiences are becoming important differentiators in customer retention and acquisition.
Strategic Implications for Insurers
For P&C insurers, the findings underscore the value of a digital strategy that integrates technology with responsive, human-centered service. The report states that while mobile apps and online self-service tools “offer convenience and efficiency,” having human support available for high-stakes or complex situations “ensures a deeper connection with policyholders.”
This integration is described by Insurity as a “cornerstone of competitive advantage in an increasingly digital insurance landscape.” Insurers that succeed in creating seamless, intuitive, and flexible digital experiences while preserving the availability of human interaction may be better positioned to retain customers and build long-term loyalty.
Official Statement from Insurity
In the release accompanying the survey, Sylvester Mathis, Chief Revenue and Insurance Officer at Insurity, stated:
“The push for digitization often overlooks the nuanced needs of policyholders. 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.”
Survey Methodology
The survey was conducted online in April 2025. More than 1,000 adult participants were randomly selected across the United States to ensure a representative sample. Respondents answered 19 questions, ranging from multiple-choice to scale-based, to gauge their opinions on digital experience with P&C insurers. The data was analyzed to identify patterns in preferences, expectations, and potential behavioral shifts related to insurer engagement.
