Best Home Insurance Companies
Customer Ratings of Top BRANDS in the 2025 America's Most Trusted Study
When it comes to shopping for a home insurance policy, consumers face a critical decision that goes beyond simply comparing prices. With the complexity of coverage options and the long-term implications of their choices, brand trust plays a central role in the decision-making process. For many homeowners, selecting an insurance provider is not just about securing a policy; it’s about finding a partner they can rely on during times of need. Trust in a brand signifies confidence in its ability to deliver on promises, respond to claims efficiently, and provide support when it matters most.
In a landscape filled with numerous options, consumers often lean towards brands with a reputation for reliability and transparency. This trust is built over time through consistent service, positive customer experiences, and a clear demonstration of integrity. Research shows that when consumers feel confident in a brand, they are likelier to choose its offerings, recommend it to others, and remain loyal even in competitive markets. As such, understanding brand trust dynamics is essential for consumers navigating their insurance choices and companies striving to build meaningful relationships with their customers.
So, what home insurance brands do consumers trust the most?
The 2025 America’s Most Trusted Study
For over a decade, America’s Most Trusted® has been helping brands understand the impact of trust on consumer purchasing decisions, particularly in the competitive world of home insurance. Each year, the updated results, released in January, serve as a crucial indicator of brand trust, guiding consumers in their choices.
So, what does brand trust really mean? It’s about customers’ confidence in a brand’s ability to keep its promises. When consumers trust a home insurance provider, they are more likely to choose that brand, recommend it to friends, and remain loyal over time. Trust acts as a foundation for repeat business and generates positive word-of-mouth, which is essential for a brand's success.
At Lifestory Research, we study consumer perceptions in depth through our annual studies, which include over 75 specialized product analyses. Our rigorous approach uses the Net Trust Quotient Score (NTQS) to measure how much trust individuals place in specific home insurance brands compared to their competitors. This method ensures that our findings are based on real opinions and reflect the experiences of everyday consumers.
Are you curious about which home insurance companies are rated the most trustworthy? Our latest America’s Most Trusted Study reveals the top brands based on consumer feedback. Importantly, we focus solely on the views of those surveyed without relying on third-party reviews or industry insiders. This commitment to genuine consumer insight helps us accurately represent people’s thoughts about their home insurance options.
2025 America’s Most Trusted Home Insurance Company
In the latest findings from the Lifestory Research 2025 America’s Most Trusted® Home Insurance Company Study, USAA is the most trusted brand for those shopping for home insurance. With a Net Trust Quotient Score of 102.5, USAA received the highest trust rating among various well-known home insurance companies, according to insights gathered from 5,485 surveyed consumers across the United States.
So, who else made the list? The study identified the following as the most trusted home insurance providers: USSA, State Farm, Allstate, Farmers, Nationwide, Progressive, Liberty Mutual, Travelers, American Family, and Chubb. These brands were selected based on their recognition among consumers, ensuring that only the most familiar names were included in the rankings.
To maintain the integrity of the study, brands with insufficient awareness or consumer feedback were excluded. This means that only those home insurance companies that received a significant number of survey responses were considered, resulting in a 95% confidence level with a margin of error of no more than 3%. This rigorous methodology ensures that the ratings reflect genuine consumer opinions and experiences.
According to independent consumer ratings research, what are the most trustworthy companies in America? What are the top insurance companies people trust the most?
The table below shows the rankings among the top home insurance brands in the 2025 America’s Most Trusted® study.
TOP 10 Ranked Home Insurance Brands – 2025 Customer Ratings
| 1 | USAA | 102.5 | ★★★★★ |
| 2 | State Farm | 99.7 | ★★★★ |
| 3 | Allstate | 94.8 | ☆☆☆ |
| 4 | Farmers | 93.7 | ☆☆ |
| 5 | Nationwide | 91.7 | ☆☆ |
| 6 | Progressive | 91.0 | ☆☆ |
| 7 | Liberty Mutual | 89.8 | ☆☆ |
| 8 | Travelers | 88.4 | ☆☆ |
| 9 | American Family | 86.9 | ☆☆ |
| 10 | Chubb | 85.0 | ☆☆ |
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research. America's Most Trusted® is a registered trademark of Lifestory with all rights reserved. Study results are based on survey responses and should not be considered legal or financial advice. Your experiences may vary.
Looking for quality customer ratings of products to make informed and trusted purchasing decisions? Discover genuine customer reviews that focus on various products' quality, reliability, and trustworthiness. Our independent research offers detailed product ratings, insights into quality, performance, durability, and overall value for money based on customer trust ratings. Explore the latest customer reviews to ensure you're making a purchase based on trustworthy ratings and superior quality, so you can buy with confidence! See the results of 75 different product studies here.
Brands Ranked in Study
The Lifestory Research America’s Most Trusted® research study actively surveys home insurance shoppers throughout the year in the United States. The study is focused on measuring consumers' opinions of the most recognized home insurance brands in the market. In the study, consumers rate the quality of the home insurance brand, their likelihood of recommending the home insurance to others, how favorable they feel about the brand behind the home insurance, how they rate the reputation of the home insurance, and their trust in the home insurance brand.
Here, we provide information on the brands in the 2025 America’s Most Trusted® study. The brands are presented in the order they ranked in the 2025 America’s Most Trusted® study.
USAA
The United Services Automobile Association (USAA) is a financial services organization based in San Antonio, Texas, that offers a range of products including insurance, banking, and investment services. Established in 1922 by U.S. Army officers, USAA primarily serves military personnel and their families, focusing on tailored solutions for their unique needs.
State Farm
Headquartered in Bloomington, Illinois, State Farm is a well-known insurance and financial services provider. Founded in 1922 by George J. Mecherle, a retired farmer, the company offers a diverse array of insurance products, including comprehensive home insurance options.
Allstate
Allstate Corporation, located in Northfield Township, Illinois, is a prominent insurance company that has been serving customers since its founding in 1931. Allstate provides a variety of insurance solutions, with home insurance being a key part of its offerings across the nation.
Farmers Insurance
Farmers Insurance Group, established in 1928 and based in Los Angeles, California, specializes in auto, home, and small business insurance. The company is recognized for its broad range of insurance products designed to meet various customer needs.
Nationwide
Founded in 1926, Nationwide Mutual Insurance Company is a large financial services and insurance provider headquartered in Columbus, Ohio. The company offers an extensive selection of insurance products, including home insurance, ensuring comprehensive coverage for its clients.
Progressive
Progressive Corporation, headquartered in Mayfield Village, Ohio, is known for its innovative auto insurance solutions, but it has expanded its offerings to include home insurance since its establishment in 1937. The company is recognized for its customer-centric approach and competitive pricing.
Liberty Mutual
Liberty Mutual Group, based in Boston, Massachusetts, is a diversified global insurance company founded in 1912. It operates internationally, providing a wide range of insurance services, including home insurance, to meet the needs of diverse customers.
Travelers
The Travelers Companies, Inc. is one of the oldest insurance firms in the United States, founded in 1853 and headquartered in New York City. Travelers offers a variety of insurance products, including robust home insurance options, making it a trusted choice for many.
American Family
American Family Insurance, founded in 1927 and based in Madison, Wisconsin, is a mutual company that emphasizes coverage in property, casualty, and homeowners’ insurance. The company focuses on providing personalized insurance solutions to its clients.
Chubb
Chubb Limited is a Swiss-based global insurance provider, operating in over 50 countries. Founded in 1882, Chubb specializes in property and casualty insurance, including premium home insurance offerings. Its executive offices are located in Zurich, Switzerland, and the company is known for its high-quality services.
It is important to note that the "America's Most Trusted" study, a widely referenced research initiative, specifically focuses on customer opinions regarding home insurance carriers. This study does not extend to other types of insurance, such as health, life, auto, or business insurance. By concentrating solely on the home insurance sector, the study provides valuable insights into the factors influencing consumer trust and satisfaction within this market segment.
The methodology employed in the "America's Most Trusted" study captures data from consumers with experience with home insurance providers, evaluating customer service, claims satisfaction, policy offerings, and overall trustworthiness. It does not attempt to measure or compare customer trust across other insurance domains. As such, while the study provides useful benchmarks for home insurance providers, its findings should be limited to the broader insurance industry, where the dynamics of trust and customer expectations may differ significantly due to the varied nature of the products and services offered.
Given the focused scope of this research, readers and industry professionals should interpret the results within the context of home insurance only and avoid extrapolating the insights to other sectors of the insurance industry.
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Foundational Principles
At Lifestory Research, we pride ourselves on being an independent research company committed to delivering unbiased and accurate insights into consumer behavior. Unlike many studies that lean on expert opinions or committees, our approach is rooted firmly in the voices of consumers themselves. This commitment ensures that our findings seek to reflect public sentiment.
By prioritizing consumer opinions, we effectively eliminate the biases that can come from personal agendas or industry affiliations. Our research methodology captures a wide array of perspectives, allowing our results to be representative of the broader population.
Core Principles of Quality Research
We uphold several foundational principles that define top-tier consumer research:
Reliability: We ensure our research consistently produces accurate results.
Validity: Our methods guarantee we measure what we intend to measure.
Objectivity: We take great care to avoid bias throughout the research process.
Generalizability: Our findings can be applied to the larger population.
Our Commitment to Excellence
Lifestory Research adheres to these principles through a series of rigorous practices:
Rigorous Sampling Methods: We carefully select representative samples to generalize our findings to the broader population.
Standardized Survey Instruments: These ensure consistency and reliability in data collection.
Quality Control Measures: Our team meticulously reviews and analyzes data to identify and rectify inconsistencies.
Ethical Standards: We prioritize the well-being of our participants and uphold their privacy throughout the research process.
When you explore our findings, you can trust that they are grounded in the authentic opinions of real people. This dedication to integrity makes our research a valuable resource for businesses and consumers.
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What Is the America’s Most Trusted® Study?
The America’s Most Trusted® study focuses on evaluating brands that offer products or services to consumers in their homes, particularly in the residential new home industry. Instead of attempting to survey every brand, the study specifically targets the largest and most impactful brands in this sector.
How Does the Survey Work?
Conducted throughout the year, the America’s Most Trusted® survey aims to gather consumer opinions while minimizing biases that might arise from external events or trends. This year-long approach helps capture a more accurate snapshot of consumer sentiments.
Participants are surveyed based on specific criteria, such as whether they are actively considering a purchase in a relevant category—like buying a home, faucet, HVAC. Only those who express familiarity with a brand are invited to share their opinions on its trustworthiness, ensuring that the study reflects genuine consumer insights.
The Importance of Brand Awareness
An essential component of the study is brand awareness. Participants are first asked to identify brands they recognize. Only those who are familiar with a brand proceed to answer questions about it. This criterion ensures that only brands with sufficient public recognition are included in the final trust rankings.
Sampling Methodology
The study employs a non-probability sampling design, relying on online panels to recruit participants. Online panels are organizations that have an established relationship with consumers who agree to complete opinion surveys. Lifestory randomly ask consumers questions that identify consumers shopping for a specific product. Qualified consumers complete an online survey in which they are asked a set of questions about specific product brands.
The number of people completing a survey is referred to as the sample size. Each of the America’s Most Trusted studies seek to obtain a sample size that is large enough to be representative. The sample size is also designed to collect a large number of consumer opinions to minimize error and to assure the study results reflect the majority of consumers sentiment about a brand.
Calculating Trust Scores
At the heart of the America’s Most Trusted® study is the Net Trust Quotient Score. Participants evaluate brands based on their trustworthiness through a series of targeted questions. The responses are then categorized into three groups:
Advocates: Consumers who express strong trust in the brand.
Neutrals: Those who trust the brand but do not consider it superior to others.
Antagonists: Consumers with little to no trust in the brand.
These evaluations are quantified using a statistical method called a z-score, which standardizes the responses, allowing for easy comparison across brands. The results are ultimately transformed into T scores, which are more intuitive for understanding how each brand ranks relative to the mean score of all brands surveyed.
Additional information about the study can be found on the survey methodology page of this website.
Additional insights and questions about the America’s Most Trusted® study can be found in the frequently asked questions section of this website.
