1) The document summarizes a June 2018 mobile auto insurance competitive report by Key Lime Interactive that rates major US auto insurance providers' mobile apps and identifies opportunities for improvement. 2) Key areas like security, claims, and usability are evaluated based on consumer surveys to see what drives satisfaction and what needs improvement. 3) The report profiles 8 major insurers and identifies best practices in areas like roadside assistance and claims functionality to help insurers strengthen their mobile offerings.

1. June 2018 Mobile Auto Insurance
Competitive Report

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*1 of 2 consumers have their auto insurance
app installed on their smartphone
*Data collected from Key Lime Interactive June 2018 consumer survey and card sort

3. AUTO INSURANCE
OVERVIEW
The Auto Insurance Mobile Competitive Review by KLI rates key features and usability so that insurance
companies can make at-a-glance strategic decisions. The report features key areas that drive user satisfaction and
quickly identifies areas of improvement to satisfy existing and prospective customers. KLI’s research experts
highlight opportunities based on a rigorous independent evaluation and that ultimately identifies trends and
opportunities that move the entire industry forward.
In the detailed report, KLI profiles the competitive mobile landscape of the eight largest US auto insurance
providers:
Esurance Liberty Mutual NationwideGEICO ProgressiveAllstate State Farm USAA

4. AUTO INSURANCE
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The auto insurance industry (similar to other industries we conduct competitive
benchmark research for such as homeowners and renters insurance, banking,
credit card and more) needs a trusted 3rd party to help address some key
strategic marketing questions like:
● How do you rank compared to your top competitors?
● What are users’ top pain points using your mobile website? Mobile App?
● Who is best in class? What best practices should I consider when
updating my digital roadmap?
● How do you measure up in key segments (such as security, claims etc)?
● How can I get screenshots of my competitors’ experience?
● What are the latest Trends and Innovations?
Twice a year (June and December), KLI produces a report, that features key
areas that drive user satisfaction and quickly identifies areas of improvement to
satisfy existing and prospective customers. KLI’s research experts highlight
opportunities based on a rigorous independent evaluation and that ultimately
identifies the trends that move the entire industry forward.
IMPACT

5. AUTO INSURANCE
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To create an overall score, we combine a capabilities assessment with user
feature importance ratings. The capabilities assessment is created by
examining the feature coverage of the auto insurance sites and applications
vis-a-vis how important said feature is to consumers..
User ratings are determined by a consumer survey and card sort (n=500), to
understand which features and capabilities are must-haves when interacting
with the mobile property of an auto insurance provider. From those results
we were able to understand what users believe to be most important to them.
We use this consumer data to the determined the weighted score we give
each feature when tabulating a final score for each mobile property.
Additionally, the user interface is reviewed from a user experience expert
perspective, such that if two companies have the same capability, but one
does it “better” based on UX best practices, that company will rate higher in
our study.
METHODOLOGY

6. MOBILE CREDIT CARD
Esurance Liberty Mutual
Nationwide
GEICO
Progressive
Allstate
State Farm USAA
Our June 2018 survey revealed that consumers
rated these 5 features as the most important:
● The ability to login securely
● View all policy details
● View insurance ID card
● Request roadside service
● Track claim status
Unfortunately, some companies are not meeting
these top customer needs.
CONSUMER PREFERENCES

7. AUTO INSURANCE
The below graph showcases the data we have collected since June 2013. The mobile Competitive Index score is a
composite score across all mobile properties taking into consideration both functionality and usability through time. Key Lime
Interactive (KLI) conducted its twenty-first installation of their competitive review in June 2018.
RESULTS: MOBILE COMPETITIVE INDEX

8. AUTO INSURANCE
SNEAK PEEK: ROADSIDE ASSISTANCE BEST IN CLASS
Providing access to emergency roadside assistance was ranked 4th out of 26 features we asked consumers about in our
June 2018 survey.
Allstate, Progressive, and GEICO set the standard for contacting and ordering roadside assistance within their apps for both
Android and iPhone, displaying the most complete roadside services, including:
GEICOProgressiveAllstate
● Contact Roadside Assistance
● Quick Dial 911
● Quick Dial Roadside Assistance
● Book service/repairs through the
app
● Indicating the type of service
needed (lockout, jump start, flat
tire, etc.)?

9. AUTO INSURANCE
State Farm presents a conversational UI alternative that resembles a chat-bot. The app presents a question, asks the
user to type or select a response, and then follows with the next question. While the chatbot steps you through the
questions, you are required to answer in the order they are presented, which is different (and more rigid) than typical
chatbot UIs.
SNEAK PEEK: ROADSIDE ASSISTANCE - NOTEWORTHY
State Farm

10. AUTO INSURANCE
In our most recent consumer survey, 82% of participants stated that the ability to track the status of a claim is an important
feature. USAA and GEICO’s are best in class for this feature as well as related features that make it easier to go through the
claims journey. Consumers can file claims, upload photos of damages, receive alerts as the claim moves through the process,
view claims history, track open claims, and more.
SNEAK PEEK: CLAIMS FUNCTIONALITY BEST IN CLASS
USAA claims functionality GEICO claims functionality

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This next section serves to compliment the
comprehensive competitive rankings in this report by
evaluating some of the most interesting new trends
and innovations in the auto insurance industry
happening now as well as what we should be looking
for in the coming months and years.

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AUTO INSURANCE
TRENDING AND INNOVATIONS
Augmented Reality: GEICO has added Augmented
Reality features to their app. GEICO EXPLORE allows
you to mark your car and find it later, find gas stations,
restaurants, and other points of interest around you.
Usage-Based Features: MetLife launched a
usage-based insurance that tracks total miles driven,
time of day, road type and conditions, hard braking and
harsh acceleration, but also has a phone-based
distracted driving feature.

13. AUTO INSURANCE
Out of the 8 companies, only USAA and GEICO have a
chatbot or CUI as an automated help feature in their auto
insurance app.
When a user types in a keyword or a short question, the
chatbot will present a short list of potential choices. If the
user asks the chatbot, for example, a settings to they wish
to change, the chatbot will navigate to the page for the
user.
The chatbot is only able to process limited natural
language. Giving the chatbot too few words or too many
will both cause it to be confused. As the technology of
chatbots improves, we will observe how consumers
react to this new feature.
TRENDING AND INNOVATIONS
USAA
Chatbot
GEICO

14. AUTO INSURANCE
TRENDS AND INNOVATIONS: ALEXA SKILLS
Some auto insurance companies have adopted the use of Alexa and added skills to the device. For example: Liberty Mutual,
GEICO, and Nationwide. However, from Amazon we have mixed reviews. Liberty Mutual is rated poorly (1.4 out of 5 stars) due
to the fact that the app gives no reminders or notifications, can’t ask for policy info, and as one reviewer mentioned “it’s
useless”. Nationwide and GEICO have better customer reviews. GEICO’s reviewers commented that they like to check their
balances, able to pay quickly and get ID cards emailed in 2 minutes.
“Alexa open GEICO, I need
help with my vehicle”
"Alexa, open Nationwide. Check
my SmartRide status."
“Alexa, open GEICO and send
my ID cards"
"Alexa, ask Liberty Mutual for an
auto insurance estimate"
"Alexa, open Nationwide.Tell
me about primary coverages."

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WHAT’S IN THIS REPORT?
● A complete listing of overall rankings
● A detailed scoring breakdown of all capabilities and features reviewed
● A complete list of best-in-class features
● A comparative list of current mobile capabilities available on each mobile app
● Detailed descriptions of how users can complete tasks on the mobile device
(e.g. pay a bill, file a claim, etc.) with SCREENSHOTS
● User feedback collected regarding feature preferences
● A comprehensive list of all mobile apps currently available by these eight
companies
For the full report on Auto Insurance, including Trends and Innovations in
mobile, item-by-item results from the 24 feature card sort, best-in-class
summaries, complete site ranking and more, contact
sales@keylimeinteractive.com