What Consumers Want From Insurers

We asked nearly 5,000 US consumers what was most important when doing business with life insurers, auto and home insurers, and health insurers. It turns out that consumers most want a good reputation from life insurers, low prices from auto and home insurers, and product/service quality from health insurers. But that doesn't tell the whole story. We also examined responses across five generations of consumers. Some of our findings: Gen Xers want low prices from life insurers, Younger Boomers care most about product/service quality from auto and home insurers, and Seniors want good service from health insurers. Insurers should adjust their marketing mix and experience design to meet the unique needs of each generation.