Insurance carriers and brokers should proactively anticipate customers' needs, but should also limit AI's role in doing so, according to a new survey from VIU by HUB.
Eighty-eight percent of policyholders reported that they want a provider that flags coverage problems before they ask, according to the
Insurers can use AI as a helper which monitors changes to policyholders' circumstances and flags personalized options,
The customers who desire a more proactive insurance relationship want that to be driven by a person, not software.
"Customers … want better protection and they want insurance providers to tell them when they need it," Davis shared. "They also want a human professional they can trust to help them understand and verify the coverage options being presented to them."
Seventy-seven percent of policyholders would buy home or auto insurance through a brand they already do business with if they were connected to a licensed advisor, according to the survey.
"The data confirms what we'd already started to see, but the numbers behind it were still eye-opening," Davis said. "We knew the market was creating challenges, the insurance-trust gap was widening and customers were expecting more from their insurance experiences."
Thirty-eight percent of respondents said they would trust an independent insurance agent or broker to help them find the right home or auto insurance coverage. Thirty percent said they would trust a brand they already do business with, like a bank or mortgage lender, to connect them with a licensed insurance professional for advice.
The VIU by HUB Insurance Experience Survey includes responses from 1,600 adults in the U.S. with home and auto insurance policies. It was conducted online by The Harris Poll in June 2026.
