Trends Report

The US Financial Services Customer Trust Index, 2023: Auto And Home Insurance

How US Auto And Home Insurers Earn Customers’ Trust

December 15th, 2023
With contributors:
David Hoffman , Sohm Gough , Niraj Patel , Brianna Karls , Aaron Suiter , Jen Barton


Customer trust in US auto and insurance brands was flat in 2023 compared to 2022 and remained weak on average. Customer trust matters because trust drives revenue. Forrester’s Financial Services Customer Trust Index assesses the level of trust consumers have with their financial services providers. This report answers the question, “Which US auto and home insurers are earning the most customer trust and how are they earning that trust?” across 13 US auto and home insurance brands that were analyzed as part of the FS Customer Trust Index in 2023. Customer experience, digital, and marketing executives can use this report to improve their ongoing efforts to earn customers’ trust.

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