Gartner for Marketers Research

Gartner L2 Digital IQ Index June 5, 2018

Insurance U.S. 2018

As consumers increasingly conduct online research when shopping for auto, home and life insurance, Index brands face two emerging threats. First, price comparison sites are encroaching upon Index brand search real estate, increasing transparency in an already price-sensitive environment. Second, commoditization of insurance continues to attract insurtech disruptors that appeal to digital-native millennials buying insurance for the first time.

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    Rankings

    49 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    State Farm

    Genius

    2

    Allstate

    Genius

    3

    Liberty Mutual Insurance

    Genius

    4

    Progressive Insurance

    Gifted

    5

    GEICO

    Gifted

    6

    American Family Insurance

    Gifted

    6

    Farmers Insurance

    Gifted

    8

    Travelers Insurance

    Gifted

    9

    Aflac

    Gifted

    9

    USAA

    Gifted

    11

    Nationwide

    Gifted

    12

    AIG

    Gifted

    12

    Prudential

    Gifted

    14

    MassMutual

    Gifted

    15

    MetLife

    Gifted

    16

    Principal Financial

    Gifted

    17

    The Hartford

    Gifted

    18

    Jetty

    Average

    18

    New York Life

    Average

    20

    Allianz

    Average

    20

    Guardian Life

    Average

    22

    Chubb

    Average

    23

    Mutual of Omaha

    Average

    23

    The Cincinnati Insurance Companies

    Average

    25

    Erie Insurance

    Average

    26

    Lemonade

    Average

    27

    AXA

    Average

    27

    Sun Life Financial

    Average

    29

    Hanover

    Average

    29

    Markel Personal Lines

    Average

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