Insurance shopping is routine for consumers, according to TransUnion's quarterly Insurance Personal Lines Trends and Perspectives Report. TransUnion analyzed three years of steadily increasing shopping rates.
The fourth quarter data from 2025 shows a continued increase in shopping levels during a period when shopping rates typically decline,
Patrick Foy, senior director of strategic planning for TransUnion's insurance business, said in a press release: "At this point we can safely say that regular insurance shopping is just the new normal. Part of the reason we think this will continue for the foreseeable future is that it's driven by how people shop as well as why."
Foy shared comments with Digital Insurance about how evolving technologies have improved the shopping experience:
"The increased availability and breadth of consumers' risk-based data, such as financial histories and driving behaviors, have enabled an expanded digital marketplace where consumers can shop online and compare multiple competitive insurance offers," Foy said. "Additionally, incorporating telematics empowers consumers to earn lower rates by demonstrating safe driving habits over time."
The survey was fielded online, October to December 2025, among 100 insurance industry professionals. Respondents represent a range of organization types including agencies/brokerages, 33%, P&C carriers, 18%, multi-line carriers, 15%, health insurance carriers, 12%, and life insurance carriers, 7%.
The report includes a shopping intensity index and while consumers were shopping more frequently, most exhibited low shopping intensity. Less than one quarter of consumers shopped with three or more insurers, while 77% of consumers shopped with one or two.
