Why Read This
The insurance industry features some of the most recognized brand names in the US, like Allstate, Liberty Mutual, MetLife, and State Farm. But how good is the brand experience offered by major insurance Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only one site — Liberty Mutual — passed our Brand Image tests, and no site passed our Brand Action tests. To improve the brand experience, insurers need to provide clear policy information and pricing tools and invest in the quality and consistency of their visual designs.