1. Best UX Experiences in Auto Insurance
KeyLime Interactive (KLI) recentlyconcludedaquarterlycompetitive reviewof the eight(8) largerauto
insurance companiesinthe UnitedStates:Allstate,Esurance,GEICO,LibertyMutual,Nationwide,
Progressive, State Farm,andUSAA.The review wasconductedoneachcompany’srespective mobile
website andapplication.Eachmobile propertywasassessedbasedonsitesandappsthatwere available
as of September17, 2015.
KLI’smethodologyisuniquebecause itincorporatesactual consumerpreferencestogenerate itsresults.
For thisreview,500 participantswere surveyedinordertobestunderstandthe featuresandcapabilities
theyconsiderthe mostcritical fora successful experience withamobile siteorappofferedbytheir
insurance provider.
Whenwe combinedthe scores from both the mobile site and mobile app categories,the top 3
performingauto insurance providers were:GEICO, USAA,and State Farm.
Afterall responseswere gatheredandanalyzed,the associatedsurveyrevealedthatthe consumer-
reported top-10 most important site/app capabilities were:
1. Abilitytologinsecurely
2. Accessto emergencyroadside services
3. Abilitytotrackclaimstatus
4. AbilitytocontactCustomerService
5. Abilitytoenter/savedetailedaccidentinformation(photos,scene details,etc.)
6. Abilitytoviewthe insurance IDcard
7. Abilitytoviewall policydetails(deductibles,drivers,coverage,etc.)
8. Abilitytomake a payment
9. Allowsyoutochange account settings(ID,password,applyaccountnicknames)
10. Abilitytostartclaimwithoutcalling
Additional Noteworthy Insights
39% of studyparticipantsfeel thatitis important for auto insurance companiesto provide a mobile
app for their customersfor policy management (stayingunchangedsince June 2015 resultsof 40%)
Consumerswere alsoaskedabouttheir likelihoodtouse theirauto insurance company’s mobile site
vs. mobile app. 18% saidtheywoulduse the mobile sitemore,20% a mobile app,28% aboutequal,and
35% wouldbe unlikelyto accesstheirpolicyfromamobile device.
Alsoinour survey,43% respondedthattheywouldsignupfora service thattracks theirdriving,viaan
installeddevice orsmartphone,inordertoprovide discountsforsafe driving(asignificantincrease over
only33% of participantswhorespondedcorrespondinglyinMarch2015)
Anothernoteworthyinsightfromoursurveyisthe strongpreference regardingwhatinformationusers
are requiredtosupplyinordertoreceive anauto insurance quote,with 64%indicatingthey would
preferto get an ESTIMATED quote WITHOUT the needto submitinfosuch as SS# vs. an EXACTquote

2. that requiredtheirSS#.Overtime we have seenmore companiesmovinginthisdirection –GEICO,
LibertyMutual,Nationwide,Progressive,andState Farmall now allow userstoreceive anauto
insurance quote withoutrequiringaSocial Securitynumberwhengettingaquote frombothits mobile
site andapp. Esurance no longeroffersmobile-optimizedquoting(usersare redirectedtoadesktop-
optimizedexperience).Allstate doesnotofferquotingcapabilitiesfromamobile device.
How to Put These Results to Use
From these resultswe were abletounderstandwhichfeaturesandtasksusersfeltwere must-haves
whenitcame to interactingwiththe mobile propertyof anautoinsurance provider.
The goal of gatheringdata like thisistoprovide insurance carrierswithaclearview of the competitive
landscape inthe industrywhile highlightingthe importance of how these specificcompaniesare
meetingthe needsandexpectationsof theirtargetusers.KLIrecognizesthatbusinessdecisionsmade
by the respective carriersaboutthe capabilitiesandfeaturestoinclude intheirmobilesolutionsmay
trumpthe decisiontoprioritize(ordeprioritize)aparticularfeature thatusershave deemedimportant.
Our goal is to provide unbiasedthirdpartyevidence thatcanhelpstrengthensuchdecisionsandprovide
a roadmap forsuccessful solutions.