Carriers Enhance Policyholders' Mobile Experience with App-Embedded Web Content, Expanded Telematics Capabilities and Integrated Mobile Device Features

Progressive and GEICO Tie for First in Semi-Annual Mobile Insurance Scorecard

WILMINGTON, Del., April 2, 2025 /PRNewswire/ -- Keynova Group, the principal competitive intelligence source for digital financial services firms, today announced the results of the Q1 2025 edition of its semi-annual Mobile Insurance Scorecard. In this competitive evaluation of the mobile apps and mobile websites offered by the top 12 U.S. auto and property insurance carriers, Progressive and GEICO tie for first overall for the mobile user experience, with GEICO winning for its mobile app and Progressive leading the market with its mobile web experience.

The latest findings highlight the increasing use of app-embedded browsers to broaden the content available within an app, along with the extension of telematics capabilities and leveraging existing mobile device features to facilitate insurance policy and acquisition actions.

"Framing web content within an app to streamline access to information and resources and integrating enhanced telematics tools into primary servicing apps are key actions that continue to build the value of carriers' mobile apps," said Beth Robertson, managing director, Keynova Group. "By strategically upgrading mobile features and integrating device capabilities, carriers can expand the use of mobile interfaces while increasing policyholder satisfaction."

Key Findings:

App-Embedded Browsers Facilitate a Streamlined User Experience
Rather than navigating app users to a separate browser interface, more insurance firms are integrating web content into their apps to provide direct access to additional information or tasks. Currently, a third of Scorecard carriers supply an in-app browser without redirecting policyholders to an external browser or requiring separate or redundant app development. A quarter of carriers use an app-embedded browser to deliver educational content, while 17% employ a similar in-app solution to support cross-sell and new policy quoting. Integrated browsers can also leverage added security and personalization capabilities developed specifically for an app.

More Carriers Integrate Telematics, Add Accident Detection
Telematics programs continue to advance with more carriers integrating telematics capabilities into their primary servicing apps and providing accident detection and related assistance. With State Farm adding its usage-based tool to its servicing app, 42% of carriers now offer a single app for both servicing and telematics, building recurring app usage and creating a higher-value channel for engaging policyholders. In addition, nearly 60% of firms' telematics solutions have moved beyond safe driving assessments to incorporate accident detection, including contacting emergency medical or roadside support. Half of carriers can also launch a claim on behalf of a policyholder when an accident has occurred.

Mobile Device-Enabled Features Facilitate Insurance Actions
Incorporating mobile device capabilities into policyholder and prospect actions makes it easier and quicker for users to complete tasks. Smart mobile keyboards allow policyholders to use predictive text, autocorrect and gesture typing, increasing the efficiency and speed of mobile form fills. One-third of carriers have smart mobile keyboards enabled in policy change quotes, and most offer them in claims forms and in quoting. Other mobile features that improve accessibility, like voice fill or voice annotation, are available from a majority of carriers. Half also now include GPS in their mobile web or app claims interface, while several support hyper-local information and experiences.

About the Mobile Insurance Scorecard
Keynova Group's semi-annual, fact-based Mobile Insurance Scorecard evaluates user capabilities, customer experience elements, and best practices to identify evolving trends and insights that drive mobile strategy in the auto and property insurance industry. The evaluation encompasses the mobile channels of Allstate, American Family, Erie, Farmers, GEICO, Liberty Mutual, Nationwide, Progressive, State Farm, The Hartford, Travelers, and USAA. A separate semi-annual Online Insurance Scorecard reviews the online insurance experience. For more information, please visit https://www.keynovagroup.com/scorecards/#insurance.

About Keynova Group
Keynova Group is the nation's foremost competitive intelligence firm providing trusted benchmarking insights and analysis of consumer and small business digital financial services, including banking, credit card, home lending and insurance. Since 1999, Keynova Group's Scorecards have served as the go-to source for leading financial services firms to obtain reliable competitive intelligence and actionable insights. The firm's proven methodology and highly detailed results help its clients maximize the value of their online and mobile channels to deliver a premier experience to customers and prospects.

SOURCE Keynova Group