A 2025 Insurance.com customer satisfaction survey of 2,000 policyholders, conducted in fall 2025 by Dynata, reveals distinct generational differences in how Americans view their home and auto insurers. Respondents rated satisfaction on a 1-to-5 scale, with scores reflecting the percentage who gave 4 or 5 (satisfied or highly satisfied). Results were segmented into Gen Z (age 30 and under), Millennials (31-45), Gen X (46-60), and Baby Boomers (61-79+).
Across all generations, ease of service earned the highest marks for both auto and home insurance, while fairness of rate increases over time consistently ranked lowest. Satisfaction with discounts also lagged in every group, particularly for auto policies.
Gen Z showed strong satisfaction in digital-friendly areas and appeared more tolerant of rate increases. For auto insurance, top scores included ease of service (83%), bundling (82%), and digital experience (81%). Home insurance highlights were ease of service (92%), exceptional standard coverages (90%), and claims handling (86%). Discounts drew the lowest auto score at 68%, followed by fair rate increases at 70%. Gen Z posted the highest marks nationwide for fair rate increases and discounts in both lines.
Millennials led in digital experience and overall satisfaction. Auto insurance top ratings were overall customer satisfaction (87%), ease of service (86%), and digital experience (85%). Home insurance led with ease of service (87%), digital experience (85%), and overall customer satisfaction (83%). Lowest scores appeared for fair rate increases (61% auto, 67% home) and discounts (64% auto, 71% home), though still above older generations’ figures.
Gen X placed highest marks on ease of service, policy offerings, and overall satisfaction. Auto insurance topped with ease of service (87%), overall customer satisfaction (84%), and policy offerings (81%). Home insurance followed the same pattern: ease of service (87%), overall customer satisfaction (82%), and policy offerings (82%). Digital experience scored lowest among generations for auto. Pain points centered on fair rate increases (55% auto, 56% home) and discounts (60% both).
Baby Boomers reported the highest satisfaction with policy offerings and ease of service. Auto insurance led with ease of service (90%), policy offerings (88%), and overall customer satisfaction (86%). Home insurance showed ease of service (87%), policy offerings (86%), and overall customer satisfaction (84%). Lowest scores included drivers with tickets (48% auto) and fair rate increases (51% auto, 50% home), marking the weakest generational ratings for rate fairness.
Satisfaction with policy offerings rose steadily with age—from 73% among Gen Z to 88% among Boomers for auto—while rate-increase fairness declined with age. No generation expressed strong satisfaction with discounts.
The survey underscores evolving expectations: younger groups prioritize seamless digital tools and accept higher baseline rates as normal, while older cohorts value broad coverage options and personal service but express greater frustration over long-term cost trends. Insurers face pressure to balance robust online platforms with human support to retain customers across age groups amid persistent rate pressures.