America’s Most Trusted Home Insurance Brand

Owning a home often requires shopping for home insurance to find the coverage that best fits your needs. Home insurance shoppers indicate that choosing the right insurance company is a difficult task given the wide variety of policy choices and insurance companies. This uncertainty that pervades the shopping experience results in most people seeking out brand name insurance companies that they trust.

The Lifestory Research 2020 America’s Most Trusted® Home Insurance Brand Study found USAA is the most trusted brand among people shopping for an insurance policy. USSA generated a Net Trust Quotient Score of 98.3, earning the 5 Star Trust Rating among people actively shopping for an insurance policy for their home. What are the best insurance brands? The most trusted home insurance brands, in order, were USAA, State Farm, Farmers, Allstate, MetLife, Liberty Mutual, Nationwide, Travelers, Harford, Progressive, American Family, and Amica. USAA received the best reviews and trust ratings among the most popular brands as judged by consumers. See the table for trust scores and the most trusted ratings of the most popular home insurance brands included in the 2020 study.

SEE 2021 AMERICA'S MOST TRUSTED REPORTS

The annual study examines trust among people considering an insurance policy for their home. The 2020 ranking is based on 8,351 opinions of people surveyed between January and December in the United States. Brands included in the final ranking were nationally recognized by people who were actively shopping for an insurance policy for their home. To be considered, brands needed to receive enough survey responses to achieve a 95% confidence level with no more than a 3% margin of error on a national basis. If a brand had a low brand awareness and did not have enough brand judgments, these brands were excluded in the brand rankings.

The Lifestory Research Net Trust Quotient Score measures the trust people hold of brands in multiple different product categories, including home insurance brands. The trust score is formulated based on how thousands of people judge the merits of the brands in the study. Study participants responses are classified and defined by three levels of consumer trust: Trust Advocates, Trust Neutral, and Trust Antagonists. A Trust Advocate is someone who expresses significant trust in a brand whereas a Trust Antagonist vocalizes distrust in a brand. Our research finds that trust not only impacts purchase intent and word of mouth expressions, but trust acts as a source of fuel that can lift brand impressions of quality as well as other brand attribute judgments.

The rankings are based on the Net Trust Index Quotient Score. Scores are standardized across more than 300 brands and product segments included in the study, and then rank-ordered within each product segment. The most recognized home insurance brands are among the nationally-ranked brands evaluated in the study. This approach provides insight into how brands are seen within the home insurance product category in which they operate as well as examines brands across industries. Details of the method used in the research program can be found on the survey methodology page as well as in the Lifestory Research America’s Most Trusted® Home Insurance Brand Study national press release that can be found on the Lifestory Research website.

The Lifestory Research America’s Most Trusted® Home Insurance Brand Study explores shopper perceptions of home insurance brands and examines how each shopping event and brand encounter impacts customers’ overall value perceptions of the home insurance brand. The study investigates the questions asked when people are shopping for home insurance. What are the best home insurance brands? Which home insurance brands do people recommend? Which home insurance brand can you trust? What is the quality of different home insurance brands? The study also identifies critical service standards that drive higher customer experiences and the bottom line. The study addresses home insurance shopper reviews and summarizes net promoter, quality reviews, purchase intent, as well as a variety of other metrics.

The home insurance brands that were found to be most recognized in the study were USAA, State Farm, Farmers, Allstate, MetLife, Liberty Mutual, Nationwide, Travelers, Harford, Progressive, American Family, and Amica. Brand awareness and brand familiarity were used to determine if a home insurance brand was known well enough to be included in the national trust ranking. USAA received the highest Net Trust Quotient score and earned the #1 ranking of most trusted home insurance brands.

USAA was founded in 1922 by 25 U.S. Army officers who joined together to insure one another. According to USAA Property and Casualty Insurance Group, USAA today is a top-five private passenger auto insurer and homeowner’s insurer based on direct written premiums. USAA offers its members a wide range of products and services. Generally, USAA membership is open to active, retired, and separated veterans with a discharge type of “Honorable” from the U.S. military and their eligible family members. USAA eligibility rules reflect USAA’s primary mission…to be the provider of choice for the U.S. military community and their immediate families.

Lifestory Research America’s Most Trusted® Study results are based on survey participants responses and should not be considered legal or financial advice. Your experiences may vary. For details, see our Terms of Use and Legal Notices on the Lifestory Research website. No promotional use or advertising can be made of America’s Most Trusted® survey results without the express prior written consent of Lifestory Research.

About Lifestory Research®

Lifestory Research is a trusted national independent market research firm headquartered in Newport Beach, California. At Lifestory Research we are passionate about customers, employees, brands and the science of influence. Our work is backed by research intelligence that drives confident business decisions.

About America’s Most Trusted®

America’s Most Trusted® is a designation awarded to brands that garner the trust among those they serve. Awards are based upon the collection and evaluation of thousands of consumer opinions. The approach used to capture the opinions of people seeks to adhere to the highest quality standards of consumer insight.

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