{"id":71615,"date":"2021-05-11T02:17:39","date_gmt":"2021-05-11T02:17:39","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=71615"},"modified":"2025-03-27T12:24:53","modified_gmt":"2025-03-27T12:24:53","slug":"insurance-trends","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/research\/market-research\/insurance-trends\/","title":{"rendered":"Ranked: Insurance Industry Websites and Digital Trends to Watch"},"content":{"rendered":"<p>Web visits to the insurance industry jumped nearly 33 percent year-over-year (YoY) from May 2020\u2013April 2021. As consumers spent more time online in general, insurance websites benefited. So, which sites are driving traffic and why?<\/p>\n<p>We\u2019ll answer this by analyzing the top 10 <a href=\"https:\/\/www.similarweb.com\/top-websites\/finance\/insurance\/\">most visited insurance sites<\/a> using insights from <a href=\"https:\/\/www.similarweb.com\/corp\/contact-us\/\">Similarweb platform<\/a>, and provide takeaways for insurance brands.<\/p>\n<p><b>Benchmarks from the top 10 insurance websites<\/b><\/p>\n<ul>\n<li>Average monthly visits: 10.5M<\/li>\n<li>Month-over-month (MoM) change in traffic volume: -6.48%<\/li>\n<li>Average <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/session-duration\/\">session duration<\/a>: 5:47<\/li>\n<li>Unique monthly users: 5.9M<\/li>\n<li><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/bounce-rate\/\">Bounce rate<\/a>: 33.6%<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-71631 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/GTM-Image-for-Listicle-D2C-etc.png\" alt=\"Top Insurance Websites preview - U.S. (April 20 - May 21)\" width=\"1416\" height=\"840\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/GTM-Image-for-Listicle-D2C-etc.png 1416w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/GTM-Image-for-Listicle-D2C-etc-300x178.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/GTM-Image-for-Listicle-D2C-etc-1024x607.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/GTM-Image-for-Listicle-D2C-etc-768x456.png 768w\" sizes=\"(max-width: 1416px) 100vw, 1416px\" \/><\/p>\n<div class=\"stepped-form stepped-form--background\">\n  <div class=\"stepped-form__content\">\n      \n<div data-contact-us-hidden-sub-subject=\" \"\ndata-contact-us-should-get-chilipiper=\"false\"\ndata-contact-us-boolean-always-show-phone=\"false\"\ndata-contact-us-i18n-subtitle3_tell_us_more=\" \"\ndata-contact-us=\"split\"\ndata-contact-us-hidden-subject=\"no cu\"\ndata-contact-us-hidden-asset-type=\"Report\"\ndata-contact-us-hidden-campaign-name=\"Top Insurance Companies\"\ndata-contact-us-hidden-campaign-solution=\"All\"\ndata-contact-us-hidden-campaign-region=\"ALL\"\ndata-contact-us-hidden-form-location-breadcrumbs=\"Form Corp\/Reports\/Ranked: Insurance Industry Websites and Digital Trends to Watch\/Content\"\ndata-contact-us-hidden-message=\"I want to download the file\"\ndata-contact-us-hidden-sfcmpid=\"70167000000c3GOAAY\"\ndata-contact-us-hidden-member-status=\"Downloaded\"\ndata-contact-us-hidden-button-caption=\"Download\"\ndata-contact-us-hidden-cta-description=\"null\"\ndata-contact-us-hidden-cta-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Insurance-Listicle_-Top-10-Insurance-1.pdf\"\ndata-contact-us-i18n-title=\"Get the Full List of Top Insurance Sites\"\ndata-contact-us-i18n-submit_button=\"Download\"\ndata-contact-us-i18n-success_title=\"Thanks for downloading!\"\ndata-contact-us-i18n-success_subtitle=\"Sit back, relax, and enjoy!\"\ndata-contact-us-i18n-success_sub_subtitle=\" \"\ndata-corp-form-type=\"split-download\"\ndata-contact-us-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Insurance-Listicle_-Top-10-Insurance-1.pdf\"\ndata-contact-us-hidden-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Insurance-Listicle_-Top-10-Insurance-1.pdf\"\n>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<h2>1. It\u2019s time to get mobile<\/h2>\n<p>Mobile visits accounted for 55% of <a href=\"https:\/\/www.similarweb.com\/top-websites\/\">traffic to the top-ranked sites<\/a>, exceeding the overall industry average (48%). We suspect that this is because the top insurance sites provide better mobile experiences, resonating more with the insurance industry\u2019s largest demographic of digital users.<\/p>\n<p>The 25\u201334-year-olds age range makes up the industry\u2019s largest demographic (22%). For the top 10 websites, this number is higher (24%). This generation prefers to make purchases using mobile devices and tablets (36%) <a href=\"https:\/\/www.lexingtonlaw.com\/blog\/credit-cards\/millennial-spending-habits.html\" target=\"_blank\" rel=\"noopener noreferrer\">over laptop or desktop computers<\/a> (24%). <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/attract-millennial-audiences\/\">Millennials\u2019<\/a> (24\u201339) spending power will continue to rise. By 2030, the collective annual income of millennials worldwide is expected to exceed <a href=\"https:\/\/www.brookings.edu\/articles\/how-to-harness-the-spending-power-of-millennials-move-beyond-the-us\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 trillion dollars<\/a>. Therefore, brands should focus on catering to their needs and habits.<\/p>\n<h3>Key takeaway<\/h3>\n<p>Insurance providers should make sure that their websites are optimized for mobile and provide mobile convenience to customers.<\/p>\n<p><a href=\"https:\/\/www.similarweb.com\/website\/geico.com\/\">Geico<\/a>, the second-most visited site on our list, features <a href=\"https:\/\/www.similarweb.com\/blog\/research\/digital-analysis\/live-chat-benefits\/\">live chat<\/a> on its mobile website, and, a mobile app \u2013 two features other brands can emulate. Moreover,\u00a0 insurance providers can include apps to allow policyholders to access and manage claims online.<\/p>\n<div id=\"attachment_71670\" style=\"width: 1142px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-71670\" class=\"wp-image-71670 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/37058-1-e1620697164877.jpg\" alt=\"Geico mobile-friendly experience\" width=\"1132\" height=\"2265\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/37058-1-e1620697164877.jpg 1132w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/37058-1-e1620697164877-150x300.jpg 150w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/37058-1-e1620697164877-512x1024.jpg 512w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/37058-1-e1620697164877-768x1536.jpg 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/37058-1-e1620697164877-1024x2048.jpg 1024w\" sizes=\"(max-width: 1132px) 100vw, 1132px\" \/><p id=\"caption-attachment-71670\" class=\"wp-caption-text\"><em>Geico, the second most visited website, provides a mobile-friendly experience for users<\/em><\/p><\/div>\n<h2>2. Auto insurance: Progressive and Geico take top spots<\/h2>\n<p><a href=\"https:\/\/www.similarweb.com\/website\/progressive.com\/\">Progressive<\/a> and Geico, took the number one and number two spots, on our list. Traffic to both increased approximately 4 and 3 million, respectively vs. the prior period. <a href=\"https:\/\/www.forbes.com\/sites\/laurabegleybloom\/2021\/03\/11\/a-car-rental-apocalypse-is-coming-heres-what-you-need-to-know\/?sh=66473085223e\" target=\"_blank\" rel=\"noopener noreferrer\">Skyrocketing consumer interest<\/a> in car rentals helped propel this growth. With fears of flying and riding trains due to the COVID-19 pandemic, cars became the preferred way to travel propelling demand (and prices) for car rentals. Consumers that aren\u2019t already covered by existing auto insurance, need insurance for renters.<\/p>\n<div id=\"attachment_71635\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><img decoding=\"async\" aria-describedby=\"caption-attachment-71635\" class=\"wp-image-71635 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-1024x597.png\" alt=\"Insurance industry trends - Traffic share\" width=\"1024\" height=\"597\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-1024x597.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-300x175.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-768x448.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-71635\" class=\"wp-caption-text\"><em>Traffic share of Progressive and Geico vs. competitors (via Similarweb PRO)<\/em><\/p><\/div>\n<p>\u201cRenters insurance\u201d was the number one <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/content-marketing\/top-trending-keywords\/\">trending keyword<\/a> over the last year for the competitive set. Terms related to \u201crenters insurance\u201d including \u201crenter\u2019s insurance,\u201d \u201crenter insurance,\u201d and \u201cwhat is renter\u2019s insurance,\u201d composed nearly half of the top 10 trending keywords.<\/p>\n<div id=\"attachment_71659\" style=\"width: 1210px\" class=\"wp-caption alignnone\"><img decoding=\"async\" aria-describedby=\"caption-attachment-71659\" class=\"wp-image-71659 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-1.png\" alt=\"&quot;Renter Insurance&quot; is top keyword for insurance websites last year\" width=\"1200\" height=\"700\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-1.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-1-300x175.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-1-1024x597.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-1-768x448.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><p id=\"caption-attachment-71659\" class=\"wp-caption-text\"><em>Terms relating to renter insurance make up 4 out of 10 top keywords last year (via Similarweb PRO)<\/em><\/p><\/div>\n<p>Although the most <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/traffic-share\/\">traffic share<\/a> went to <a href=\"https:\/\/www.similarweb.com\/website\/allstate.com\/\">Allstate<\/a>, number four on our list, Progressive and Geico were not far behind and went after traffic share for the term.<\/p>\n<p>Progressive ran paid ads for renter insurance-related keywords, its top-performing search ad, which went to a specific landing page for the campaign.<\/p>\n<h3>Key takeaway<\/h3>\n<p>If organic content does not generate significant traffic share for top searched terms, brands can invest in paid search ads.<\/p>\n<h2>3. Health insurance: healthcare.gov wins<\/h2>\n<p>Traffic MoM decreased to all but one of the top 10 sites \u2013 healthcare.gov\u00a0 (+6.08%) the U.S. government\u2019s health insurance marketplace. This increase can be attributed to government policy change.<\/p>\n<p>Under the Trump administration, citizens had 45 days, Nov. 1\u2013Dec. 15, to enroll in government healthcare. When <a href=\"https:\/\/www.similarweb.com\/blog\/research\/digital-analysis\/bidens-first-100-days\/\">Biden took office<\/a>, he signed an executive order to extend the open enrollment deadline (currently it is August). The extension reduced the urgency to enroll within a narrow time period.<\/p>\n<p>As a result, <a href=\"https:\/\/www.similarweb.com\/website\/healthcare.gov\/\">web traffic to healthcare.gov<\/a> increased less drastically from November \u2013December than in previous years during open enrollment.\u00a0Though traffic increased less during these two months, it remained at elevated levels at the beginning of 2021.<\/p>\n<div id=\"attachment_71672\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><img decoding=\"async\" aria-describedby=\"caption-attachment-71672\" class=\"wp-image-71672 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-2-1024x597.png\" alt=\"Top insurance sites: healthcare.gove - visits over time\" width=\"1024\" height=\"597\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-2-1024x597.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-2-300x175.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-2-768x448.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Emilyf-SW-Blog-Pro-Screenshot-Rebrand-2.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-71672\" class=\"wp-caption-text\"><em>Visits to healthcare.gov regularly spike November &#8211; December but were less in 2020, but remained elevated in 2021 due to the extension of open enrollment<\/em><\/p><\/div>\n<p>With the ability to sign up through summer, we expect traffic to remain at slightly elevated levels compared to previous years.<\/p>\n<h2>Get fresh insights<\/h2>\n<p>Interested in deep diving into life or disability insurance trends? Check out a recent report from our industry expert.<\/p>\n<div class=\"stepped-form stepped-form--background\">\n  <div class=\"stepped-form__content\">\n      \n<div data-contact-us-hidden-sub-subject=\" \"\ndata-contact-us-should-get-chilipiper=\"false\"\ndata-contact-us-boolean-always-show-phone=\"false\"\ndata-contact-us-i18n-subtitle3_tell_us_more=\" \"\ndata-contact-us=\"split\"\ndata-contact-us-hidden-subject=\"no cu\"\ndata-contact-us-hidden-asset-type=\"Report\"\ndata-contact-us-hidden-campaign-name=\"USA Insurance Report\"\ndata-contact-us-hidden-campaign-solution=\"All\"\ndata-contact-us-hidden-campaign-region=\"ALL\"\ndata-contact-us-hidden-form-location-breadcrumbs=\"Form Corp\/Reports\/Ranked: Insurance Industry Websites and Digital Trends to Watch\/Content\"\ndata-contact-us-hidden-message=\"I want to download the file\"\ndata-contact-us-hidden-sfcmpid=\"70167000000c3GOAAY\"\ndata-contact-us-hidden-member-status=\"Downloaded\"\ndata-contact-us-hidden-button-caption=\"Download\"\ndata-contact-us-hidden-cta-description=\"null\"\ndata-contact-us-hidden-cta-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/US-Insurance-Whitepaper-May-2021-1.pdf\"\ndata-contact-us-i18n-title=\"Get the Life and Disability Insurance Report\"\ndata-contact-us-i18n-submit_button=\"Download\"\ndata-contact-us-i18n-success_title=\"Thanks for downloading!\"\ndata-contact-us-i18n-success_subtitle=\"Sit back, relax, and enjoy!\"\ndata-contact-us-i18n-success_sub_subtitle=\" \"\ndata-corp-form-type=\"split-download\"\ndata-contact-us-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/US-Insurance-Whitepaper-May-2021-1.pdf\"\ndata-contact-us-hidden-file-url=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/US-Insurance-Whitepaper-May-2021-1.pdf\"\n>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<h3>Replicate our method<\/h3>\n<p>We analyzed the insurance industry using <a href=\"https:\/\/www.similarweb.com\/corp\/web\/\">Web Intelligence<\/a>, a feature within Similarweb Platform.<\/p>\n<p>Sign up for a demo of Similarweb Platform to check on your competitors and <a href=\"https:\/\/www.similarweb.com\/website\/\">analyze any website<\/a>, app, or industry.<\/p>\n<p><a href=\"https:\/\/www.similarweb.com\/corp\/contact-us\/\"><img decoding=\"async\" class=\"aligncenter wp-image-71677 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Copy-of-Inline-Blog-Banner-Rebrand-3.png\" alt=\"Schedule a Demo\" width=\"858\" height=\"218\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Copy-of-Inline-Blog-Banner-Rebrand-3.png 858w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Copy-of-Inline-Blog-Banner-Rebrand-3-300x76.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/05\/Copy-of-Inline-Blog-Banner-Rebrand-3-768x195.png 768w\" sizes=\"(max-width: 858px) 100vw, 858px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Web visits to the insurance industry jumped nearly 33 percent year-over-year (YoY) from May 2020\u2013April 2021. As consumers spent more time online in general, insurance websites benefited. So, which sites are driving traffic and why? We\u2019ll answer this by analyzing the top 10 most visited insurance sites using insights from Similarweb platform, and provide takeaways [&hellip;]<\/p>\n","protected":false},"author":314,"featured_media":71624,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6467,2809],"tags":[],"class_list":["post-71615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ranked: Insurance Industry Websites &amp; Trends | Similarweb<\/title>\n<meta name=\"description\" content=\"Discover the top insurance websites in the U.S. now. 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