Nationwide: 85% of independent agents recommend smart tech for homeowners

Insights from Nationwide's 2025 Homeowners Report reveal how insurance agents are adapting to homeowners needs with a more proactive and personalized approach to risk prevention, using smart home technology. More than half of homeowners, 57%, worry their home insurance policies may not cover certain types of damage or incidents, according to Nationwide's survey, and 28% of agents say their top concern is understanding what their policy does or does not cover.

"Homeowners are juggling optimism with uncertainty," said Michael Tripp, Nationwide senior vice president of personal lines sales and distribution, in the press release. "Agents are uniquely positioned to close that confidence gap by turning insurance knowledge into clear, actionable plans that help families protect their homes, not just insure them."

The study shows that 43% of agents say their clients are most stressed by rising premiums, 39% by severe weather damage, 37% by unexpected repairs and 34% by aging home systems. Roof, plumbing and water damage issues are the most common repairs for homeowners, according to agents, though Nationwide notes that less common incidents like sewer line issues or backups can still result in significant expenses. 

One in four homeowners have delayed necessary repairs or renovations within the past year, with younger homeowners more likely to report delays. The most common reason is cost, with 60% sharing that the repair would cost too much and 44% that there are other other financial priorities such as paying off debt or saving for other expenses.

"Insurance is more than being there after the loss," Tripp said in the press release. "It's also helping people prevent damage before it happens. Whether it's through smart sensors that detect leaks or simple seasonal check-ins, our agents are empowering homeowners to act early and stay protected."

Agents are taking on a more proactive approach to risk management, according to the Nationwide survey, with 85% of agents recommending smart technology to mitigate risks in the home; this includes smoke and carbon monoxide smart sensors, smart door locks and whole-house water flow sensors. Nearly half, 48% of homeowners, use a security system or smart surveillance. Smart home tech adoption is especially prevalent for younger generations, jumping to 71% of Gen Z and Millennial homeowners. Thirty-seven percent of homeowners have installed smart safety devices to qualify for an insurance discount, which increases to 56% of Gen Z and Millennials.

For the 2025 Homeowners Survey, Nationwide commissioned Edelman Data and Intelligence to conduct an online survey among 1,000 U.S. homeowners and 400 independent insurance agents from July 30 to August 18, 2025.