Forrester’s Brand Experience Index (BX Index™) measures perceptions of 16 US health insurer brands among customers and noncustomers. In 2026, the industry improved, posting statistically significant gains among both groups. Ten of the 16 brands increased their BX Index scores year over year, while only one brand had a lower BX Index score. Much of this improvement came from stronger perceptions among noncustomers, suggesting that brand messaging is resonating — but setting expectations that the customer experience does not fully meet. Digital business, CX, and marketing leaders should read this report to benchmark their performance and refine their strategy for winning and serving customers.