In a departure from historical patterns, consumer interest in shopping for insurance remained fairly steady throughout the final quarter of 2025, according to TransUnion’s (NYSE: TRU) latest Insurance Personal Lines Trends and Perspectives Report. Rather than tapering off as the year wound down—a trend long observed in the industry—shopping activity for both auto and property coverage climbed higher than the same period a year earlier, signaling that comparing rates has become an ingrained habit for many US consumers.
The research report, which draws on transaction data spanning June 2024 through December 2025, reveals that auto insurance inquiries rose 11 percent in Q4 2025 compared with Q4 2024.
Property insurance shopping followed suit, posting a 5 percent increase over the prior year.
These gains come despite the traditional year-end lull, when households often focus on holidays rather than policy renewals.
Analysts at TransUnion attribute the sustained momentum to a combination of economic realities and evolving market dynamics.
Persistent pressure on household budgets has prompted consumers to scrutinize every expense, while insurers have ramped up competitive pricing and targeted marketing campaigns.
The proliferation of user-friendly digital comparison tools has further lowered barriers, making it simpler than ever to explore options without extensive effort.A deeper look at consumer behavior, however, shows that most shoppers are not casting a wide net.
TransUnion’s newly introduced shopping intensity index—which tracks how many different carriers a person evaluates—indicates that 77 percent of consumers limited their search to just one or two insurers.
Fewer than one in four engaged with three or more providers, suggesting many are seeking a better deal rather than exhaustively hunting for the absolute lowest rate or specialized coverage.
Demographic and geographic factors play a clear role in these patterns.
Baby Boomers and members of the Silent Generation registered shopping intensity scores seven points below those of Gen Z consumers, reflecting greater brand loyalty and reluctance to switch.
Residents in the least densely populated zip codes—representing the 20 percent most rural areas—scored four points below the national average, largely due to fewer local choices.
Similarly, individuals who began their search through an insurance agent exhibited four points lower intensity than those starting via direct online channels, underscoring the relationship-driven nature of agent-assisted shopping.
Patrick Foy, senior director of strategic planning for TransUnion’s Insurance business, noted the shift toward routine shopping as a lasting change.
“At this point we can safely say that regular insurance shopping is just the new normal,” he said.
“Part of the reason we think this will continue for the foreseeable future is that it’s driven by how people shop as well as why.”
Foy emphasized the retention opportunity for carriers.
“Getting in front of existing customers before they start shopping can create a significant opportunity for retention,” he explained.
“This is a chance for insurers to understand what their customers want and present them with options for potential discounts through telematics, and additional coverage options, like cyber protection.”
Insurers are exploring ways to strengthen customer connections.
Solutions such as branded call display technology, which shows a company’s name, logo, and reason for calling, help build trust and boost response rates when reaching out proactively.
With economic factors, digital convenience, and aggressive industry marketing all pointing in the same direction, elevated insurance shopping appears poised to remain a fixture of the personal lines landscape well into 2026 and beyond.
