Trust in health insurers is low. This year’s data makes the hard truth impossible to ignore: only 25% of noncustomers and 54% of customers describe health insurers as trustworthy.

US consumers are bracing for a historic rise in premiums for 2026.  They are questioning whether insurance is a worthwhile expense, just as they are increasingly empowered to choose their own plans. Among those with the ability to switch, low-trust customers are 10.3 times more likely to leave their insurer than high-trust customers — a sharp rise from 2024’s 2.4x differential. Health insurers must rebuild trust, and give customers a reason to value having health insurance in order to retain their business and remain relevant. 

Lack Of Trust Leaves The Value Flywheel At A Standstill  

Building trust is dependent on customers wanting to engage with you in the first place. According to Forrester’s Priorities Survey, 2025, healthcare leaders’ top priority is to add or improve digital experiences, in order to improve the overall customer experience.  But to unlock initial adoption, let alone sustained engagement in digital experiences, HCOs must first lay a foundation of customer trust. Only then can they gather the critical data that fuels valuable, personalized experiences. The value flywheel hinges on trust, and when trust is low, it keeps the wheel from spinning.  Lack of trust: 

  • Limits personalization. Data is essential for powering personalized experiences, care navigation, and proactive health interventions. High-trust customers are 5.5 times more likely to share personal data than low-trust customers — a dramatic increase from 2024’s 1.7x. Across all age groups, fewer than two-thirds trust health insurers to protect their data, understand how it’s used, or believe it’s shared when it matters most. This is a red flag for insurers looking for more high-trust customers, especially those who are banking on digital experiences to improve engagement and personalization. 
  • Hinders growth. Trust amplifies emotion for better and worse. High-trust customers rate their experiences 6.8 times higher on emotion — the strongest predictor of loyalty in health insurance. Low-trust customers are 12 times more likely to feel frustrated and 14 times more likely to feel disappointed. Future enrichment is at risk: more than half of customers experiencing any of the top five negative emotions that most impact health insurer CX say they would not consider purchasing additional products or services from their current health insurer.  
  • Dulls brand differentiation. In a market with increasing choice — through employers, marketplace exchanges, Medicare Advantage, and a growing variety of channels — trust has become a key factor. Of high-trust customers, 65% say their insurer stands out from competitors, and 53% would pay a premium for a better experience. Low-trust customers give single-digit ratings on both measures.

Let’s Explore The Insights Together 

Health insurers are facing a crisis in trust, but there is a path forward. By investing in transparency, bolstering data security, and focusing on the right trust levers, insurers can rebuild relationships and reclaim relevance. 

Along with our latest report on trust, The Trust Foundation Is Fractured For US Health Insurers, 2025, we also published a deep dive into the CX ratings by customer segment, ​Deeper Dive: US Health Insurers Customer Experience Index, 2025.

Forrester clients should: 

  • Schedule a guidance session to dig deeper into the trust data and what it means for your business and customers. 
  • Consider a deeper dive via a strategy session. 
  • Stay tuned for new research on tackling the brand problem in health insurance. 
  • Look for updated research on CX platforms for healthcare, a key part of building effective digital experiences in healthcare. 

If you’re not a Forrester client, reach out to our sales team!