88% of policyholders want insurers to flag gaps first: survey

The customers who want a more proactive relationship want that driven by a person, not software. "They also want a human professional they can trust to help them understand and verify the coverage options being presented to them," Davis said.

Seventy-seven percent of policyholders would buy home or auto insurance through a brand they already do business with if connected to a licensed advisor. Thirty-eight percent said they would trust an independent agent or broker to help find the right coverage. Thirty percent said they would trust a brand like a bank or mortgage lender to connect them with a licensed professional.

"The data confirms what we'd already started to see, the numbers behind it were still eye-opening," Davis said. "We knew the market was creating challenges, the insurance-trust gap was widening and customers were expecting more from their insurance experiences."

The VIU by HUB Insurance Experience Survey polled 1,600 U.S. adults with home and auto policies online via The Harris Poll in June 2026.