Some insurance carriers that previously pulled their digital assistants are bringing out new versions, according to Keynova Group's Q2 2026 Online Insurance Scorecard.
Ninety-two percent of the
"Some insurance companies have pulled previously deployed assistants or chatbots and then reintroduced them at later dates," Beth Robertson, managing director, Keynova Group, told Digital Insurance. "This is consistent with other changes we have seen in access to live support via chat or phone options. Carriers are tweaking support options to identify the optimal mix of live, assistant-based, and self-service support while also working on improving the depth and breadth of assistant responses."
One-third of insurers use a predictive model based on the user's location. When a user launches a digital assistant from a task screen, the user gets likely help topics for the task. "While this is not truly predictive in the sense that it is supported by AI, the assistants are supplying information that is likely to be of current interest to the user based on their navigation," Robertson said.
Progressive was ranked first based on its use of technology to attract, service and retain policyholders. Nationwide ranked second and USAA was third. "Carriers are largely deploying AI across backend applications such as risk underwriting and claims assessments," Robertson said.
"While fewer AI applications are experienced directly by prospects and policyholders, Farmers has added an AI summary in its website search tool," Robertson said. "I expect we will see carriers increasingly deploy AI to support improved interactions with virtual assistants and to provide product comparisons and insights that will help consumers and businesses select the optimal coverage mix to meet their needs."
Sixty percent of the website assistants transfer to support after no more than two failed answer attempts, according to the report. Two-thirds of carriers offer direct access to live chat.
The Scorecard evaluates the customer experience and digital user capabilities of: Allstate, American Family, Erie, Farmers, Geico, Liberty Mutual, Nationwide, Progressive, State Farm, The Hartford, Travelers and USAA.
