The people's voice of reason
The people's voice of reason
Boomers are more likely to be impressed by their insurer’s range of policy offerings, especially with auto insurance (88%), while Millennials report the highest satisfaction with the digital experience (85% for both auto and home).
Across all generations, satisfaction with ease of service was high, while fair rate increases over time received the lowest satisfaction scores.
Here, Insurance.com broke down the results of its annual insurance customer survey by generation — Gen Zers (30 and under), Millennials (31-45), Gen Xers (46-60), and Baby Boomers (61-79) — to find out what each generation thinks their home and auto insurance companies are doing right — and what they’re doing wrong.
Key Takeaways:
Key findings
Gen Z (under 30) reported the highest satisfaction with auto insurance in the areas of ease of service, digital experience, and bundling:
It’s worth noting that other generations show higher satisfaction with both the ease of service and the digital experience, possibly indicating higher expectations from a tech-savvy generation. Gen Z expects to compare car insurance quotes online with ease.
For home insurance, Gen Z reported the highest satisfaction with ease of service, exceptional standard coverages (90%), and claims handling:
The score for exceptional standard coverages was well above that of any other generation, suggesting lower expectations for a newer generation of home insurance policyholders.
The lowest-satisfaction category among Gen Zers for auto insurance was for discounts, at 68%, followed closely by fair rate increases over time, at 70%.
However, it’s notable that these were still the highest scores in each category across all generations.
The discounts category was a pain point for Gen Z in the home insurance survey, but satisfaction was still higher than for any other generation at 78%.
Gen Z expects a solid digital experience but is frustrated with the process of comparing insurance options.
“I’m currently with State Farm, but I’m moving soon and am looking for new auto insurance,” says Natalie Schwartz, a Gen Z registered behavioral technician. “I’d love to find a company that offers discounts and uses an app with Face ID to make things easier. I’ve been looking already, but I keep getting a lot of spam emails from putting in my email. It’s so frustrating.”
Insight: Because younger people started paying for insurance more recently and came into an already expensive insurance market, they’re used to paying higher rates and haven’t seen rates rise over a long period of time.
Gen Z had generally high satisfaction with their insurers, even in areas where older generations were particularly displeased. Characteristics of the youngest generation in the insurance market could explain some of their reactions.
Key findings
For Millennials (31-45), overall customer satisfaction, ease of service, and the digital experience are the most important. However, the category rankings vary for auto and home insurance.
For auto insurance, categories with the highest satisfaction ratings are:
Millennials reported higher overall customer satisfaction and a better digital experience than other generations, showing that easy-to-use digital platforms provide a better insurance experience. Millennials balance digital services with personal help.
“I have Progressive through a local agent,” Cody Robinson, a millennial office manager from South Carolina, says. “I’m happy with the rates and how easy it is to deal with the company. I use the app for everything, and it works well. I’ve only had them for a year, so I’m not sure how rates will go up.”
Home insurance is slightly different, with the highest ratings for:
As with auto insurance, millennials report higher satisfaction with the digital experience than other generations, suggesting that they are sufficiently tech-savvy to manage insurance needs online.
Millennials report the lowest satisfaction with auto insurance was fair rate increases over time, at 61%, followed by discounts, at 64%.
Home insurance followed the same pattern, with 67% of rate increases over time being fair, followed by 71% for discounts.
However, in both auto and home, these low satisfaction scores were higher than those offered by Gen Xers and Baby Boomers.
Insight: Millennials have faced a difficult economy, where high costs have made it harder to achieve goals like homeownership that were more readily attainable for previous generations. That makes them more likely to be frustrated with high insurance costs.
Millennials reported higher satisfaction with digital platforms than any other generation and were less satisfied than Gen Z with rate increases and discounts.
Key findings
Gen X (46-60) reports the highest satisfaction with ease of service, policy offerings, and overall customer satisfaction for both auto and home.
Categories with the highest satisfaction scores for Gen X in auto insurance were:
Gen X reported higher satisfaction with ease of service and policy offerings than Gen Z and Millennials, but their overall customer satisfaction was lower than that of Millennials and Boomers, although car insurance rates for this age group are the cheapest.
Gen X reported the highest satisfaction for home insurance in the same three categories as auto:
While Gen X reported the highest satisfaction with ease of service, it was lower than that of other generations, possibly indicating a less seamless transition to digital services than among younger generations. Personal service still matters when it comes to satisfaction.
"I have State Farm, and I've been with them through a local agent for 20 years," says Candace Phillips, a Gen X office manager. "I've never had problems, and they are quick to answer questions and concerns. I have a home and car bundle, and the prices are very reasonable."
Gen X reports the lowest satisfaction with auto insurance cost, with fair rate increases over time at 55% and discounts at 60%.
Home insurance saw similar findings, with 56% for fair rate increases and 60% for discounts. Only Baby Boomers showed less satisfaction in these categories.
Gen X had the lowest satisfaction score of all generations with the digital experience in the auto insurance survey.
Insight: High satisfaction with ease of service for Gen X, combined with lower scores for digital service, speaks to a generation that has seen the shift away from personal service and still appreciates being able to access it.
Gen X reported the highest satisfaction with service ease, but these numbers were lower than those of other generations. The lowest satisfaction for both home and auto was with fair rate increases over time.
Key findings
Baby Boomers (61-79) report the highest satisfaction for ease of service, policy offerings, and overall customer satisfaction for both auto and home insurance.
For auto insurance, the highest satisfaction categories are:
Boomers had the highest satisfaction ratings for ease of service and policy offerings compared to other generations, indicating that insurance companies are still providing good service despite the loss of the personal connection older generations were used to.
“When I started getting insurance, an agent would come to your house and suggest appropriate coverage after talking to you for a while,” says Patricia Robinson, a Baby Boomer retiree from South Carolina. “Now you do everything over the phone and online instead of having a personal connection. It can be more convenient, but it makes you feel unimportant.”
Results for home insurance were similar:
Baby Boomers reported higher satisfaction with policy offerings and overall customer satisfaction than other generations, indicating greater satisfaction with their insurers overall.
Baby Boomers reported the lowest satisfaction in auto insurance, with drivers with tickets at 48% and fair rate increases at 51%.
Home insurance had the lowest satisfaction, with fair rate increases at 50% and exceptional standard coverages at 53%, likely reflecting higher expectations.
In both auto and home insurance, Baby Boomers had the lowest satisfaction rates across these categories compared with other generations.
Insight: Baby Boomers have been buying insurance for decades, have seen skyrocketing rates, and are the generation least likely to see those increases as fair.
Baby Boomers report the highest satisfaction with service ease and with policy offerings of any generation. They report the lowest satisfaction with fair rate increases among all generations.
“Baby Boomers are more used to everything just being covered and wanting smaller deductibles, but several do not fall in that category. They have probably experienced a more drastic change than other age groups,” says Zack Pope, agency manager at David Pope Insurance in Missouri.
While each generation has its own unique views on insurance, there are some commonalities:
The tables below compare our survey results for auto and home insurance. You can see many similarities across insurance types and generational cohorts.
Recent generations have grown up with a greater digital presence and increasingly diverse values and expectations. Insurers cannot adopt a one-size-fits-all approach to insurance and expect it to translate across multiple generations.
While younger generations prioritize the insurer's user experience, older generations prioritize trust and are willing to maintain a more personal relationship with the insurer. To bridge the generation gap, insurers need a strong digital platform complemented by human support.
Across all generations, frustration is only growing with ongoing rate increases, although younger generations are more likely to view those increases as fair. As this drives people to look for cheaper coverage, insurers will need to find new ways to keep customers loyal.
“I feel that age groups have less to deal with how people handle insurance than economic standing, density of population, or where the person lives,” Pope says.
However, generation is also interconnected with those factors, with younger generations more likely to face financial struggles and to gravitate toward urban centers, where amenities are accessible. Older generations tend to be more financially stable and purchase larger homes in suburban areas. They may be more concerned with finding the best home and auto insurance companies than with the cheapest.
All of these things impact insurance needs, and what people value in an insurance company as they move through the stages of life, one thing is clear: Good service is not negotiable.
In the fall of 2025, Insurance.com surveyed 2,000 insurance customers. The survey was conducted by independent market research service Dynata. Customers were asked to rate their insurance company on a scale of 1 to 5, with 1 indicating very unsatisfied and 5 indicating highly satisfied, across various categories for home and auto insurance.
Responses of 4 or 5 were included to create an average for satisfied customers, and those averages were separated by generation into:
This story was produced by Insurance.com and reviewed and distributed by Stacker.
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