Carriers Build Policyholder Trust with Security Elements and Expand Market with Spanish-Language Services and Coverage Assessment Tools

Progressive and GEICO Tie for First in Semi-Annual Mobile Insurance Scorecard

WILMINGTON, Del., Oct. 1, 2025 /PRNewswire/ -- Keynova Group, the principal competitive intelligence source for digital financial services firms, today announced the results of the Q3 2025 edition of its semi-annual Mobile Insurance Scorecard. The competitive report benchmarks the mobile apps and mobile websites of the 12 largest U.S. auto and property insurance carriers, naming Progressive and GEICO as co-leaders in Overall Score for the mobile user experience. GEICO claims the top spot for mobile app performance, while Progressive ranks highest for mobile web.

The latest findings highlight enhanced mobile security measures that engage policyholders in protecting their accounts and carriers' increasing focus on more fully supporting Spanish-speaking consumers. Some firms are also introducing coverage assessment tools that help mobile users evaluate policy requirements and assess current types and levels of coverage.

"Leading carriers recognize that delivering a strong mobile experience fosters consumer trust and policyholder loyalty. Visible security measures both demonstrate a carrier's commitment to safeguarding sensitive information and enable customers to take protective actions to assure their accounts' digital security," said Beth Robertson, managing director, Keynova Group. "Other enhancements, such as expanding support for Spanish-speaking policy shoppers and incorporating coverage assessment tools, present new opportunities to cross-sell and grow market share."

Key Findings:

Customer-Facing Security Practices Heighten Policyholder Confidence
Employing customer-facing privacy and security safeguards helps reinforce trust and engages policyholders in account monitoring. At least three-quarters of carriers are now utilizing multi-factor authentication (MFA) for unknown mobile device logins or as a recurring option for account login protection to demonstrate attention to security. Nearly 20% of carriers offer PINs as an alternative to standard credentials, and State Farm is the first in the Scorecard to enable Passkey login, which uses cryptographic keys for device-specific secure and accelerated login. Displaying last login date and time details on the authenticated landing page allows users to quickly detect if their account may have been breached: 40% of carriers supply this time stamp in the mobile web mode and 16% provide similar details in their app. Another quick visual measure is a logout confirmation, which is common in mobile web though currently supported by fewer than 20% of carriers' apps.

Carriers Enhance Spanish-Language Services to Tap into Growing Customer Base
To better reach and service the growing population of Spanish-speaking consumers in the U.S., carriers are adopting more inclusive practices to serve these policyholders and prospective customers. Over half of Scorecard carriers now provide Spanish-language insurance product content via their mobile web channels, and two carriers–GEICO and Progressive–now offer auto policy quoting in Spanish. Directly managing the Spanish-language experience, rather than relying on browser translation, optimizes interactions and assures accuracy. As servicing is another area being targeted with bilingual support, 25% of carriers' mobile channels explicitly list support options for Spanish speakers, while several furnish Spanish-language FAQs, digital assistant chat and feedback form options. GEICO is the first to offer an authenticated servicing experience in Spanish via mobile web.

Coverage Assessment Tools Can Boost Self-Servicing and Cross-Sales
Interactive digital tools can inform policyholders about additional or emerging coverage options while also enabling users to easily self-assess their coverage levels. Nearly 20% of carriers now include coverage assessment tools in the authenticated areas of their mobile properties that incorporate existing policy, account and policyholder details to evaluate whether an insured has adequate coverage or should consider updates or additional policy options. These use hypothetical scenarios to determine if a policyholder is sufficiently covered and links for policyholders to take action. For potential customers, nearly half of carriers now offer an evaluation tool in the public area of their mobile websites to help prospects gauge auto policy coverage needs.

About the Mobile Insurance Scorecard
Keynova Group's semi-annual, fact-based Mobile Insurance Scorecard evaluates user capabilities, customer experience elements and best practices to identify evolving trends and insights that drive mobile strategy in the auto and property insurance industry. The evaluation encompasses the mobile channels of Allstate, American Family, Erie, Farmers, GEICO, Liberty Mutual, Nationwide, Progressive, State Farm, The Hartford, Travelers, and USAA. A separate semi-annual Online Insurance Scorecard reviews the insurance experience for website users. For more information, please visit https://www.keynovagroup.com/scorecards/#insurance.

About Keynova Group
Keynova Group is the nation's foremost competitive intelligence firm providing trusted benchmarking insights and analysis of consumer and small business digital financial services, including banking, credit card, home lending and insurance. Since 1999, Keynova Group's Scorecards have served as the go-to source for leading financial services firms to obtain reliable competitive intelligence and actionable insights. The firm's proven methodology and highly detailed results help its clients maximize the value of their online and mobile channels to deliver a premier experience to customers and prospects.

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SOURCE Keynova Group