Health insurers are increasingly leaning into their not-for-profit status as a brand differentiator — hoping it signals trust, community focus, and mission-driven care. But does it resonate with consumers in ways that lead to better business outcomes? We wanted to find out, so we leveraged Forrester’s ConsumerVoices Market Research Online Community to get some answers. We’ve summarized these findings in our latest report, Informed But Indifferent: Consumers’ Views On Health Insurer Profit Status.

It turns out that it’s basically a coin toss as to whether health insurance customers are even aware of their insurer’s profit status: Half know and half don’t. And even among those who do, many are indifferent. While some insurers are busy promoting the virtues of their not-for-profit status, the message isn’t sinking in. We found that:

  • It helps with recommendations, but it isn’t a universal solution. While people are more likely to recommend a not-for-profit health insurer, one in five people won’t recommend any health insurer regardless of its profit status.
  • It doesn’t move the needle on trust. Only about one-fourth of customers say their insurer’s profit status affects their trust in the brand.
  • It’s another coin toss when it comes to preference. About half of respondents said they don’t have a preference for whether their health insurer has for-profit or not-for-profit status.

Now’s The Time To Focus Messaging On Value

We don’t know any health insurance marketers who’ve been given a blank check, so using profit status as the key selling point may not be the way you want to spend your precious dollars. Instead, focus on the value people derive from being your members. Just over two-thirds of consumers report that they’re satisfied with the value of health insurance, with that number shrinking for younger and generally healthier populations.

Across all generations, consumers cite the costs of healthcare services, prescription medications, and quality of care as the biggest challenges they face in the healthcare system. This comes as health insurance premiums are skyrocketing and the average cost of health insurance is reaching $27,000 per family. Only 43% of US health insurer customers said the experience they get from their insurer is “worth it,” according to Forrester’s Customer And Brand Experience Survey, 2025. That seems like a more relevant message to focus on.

What Comes Next

Where do you go from here? If you’re a Forrester client, start by reading the report. Then, reach out for a guidance session to discuss your specific questions. We can also lead clients through a strategy session or initiative workshop, or we can organize a customized approach through Forrester Consulting.

If you’re not yet a client, please reach out to our sales team to learn about how we can help you get and stay laser-focused on what leads to better business outcomes.