Claims Handling Matters Most to Insurance Customers: New Study

Consumers prioritize a smooth claims process over the specifics of insurance coverage when selecting a policy, according to recent research. A survey conducted by Sirius Campus in August and September 2025 polled 1,808 individuals aged 18 to 69 who are involved in insurance decisions.

Claims Handling Takes Priority

The survey revealed that 85 percent of respondents consider claims handling “extremely important” or “very important” when choosing insurance. This is a significantly higher percentage than those who prioritize the specific insurance product or its coverage, which was cited by 70 percent. General insurer service and the quality of advice followed, at 70 percent and 64 percent respectively.

The Role of Agents

The importance of the insurance intermediary ranked lower, with only 41 percent of respondents considering it a significant factor. This suggests that while agents still play a role, the core experience of filing and resolving a claim is now the dominant driver of consumer choice.

Did You Know? Only 36 percent of those surveyed reported being positively surprised or impressed by their insurer at some point.

Service Expectations

A closer look at service expectations confirms the primacy of claims. A fast and reliable claims process was identified as the most important service aspect by 83 percent of respondents. Good telephone and online accessibility (75 percent) and quick responses to inquiries (73 percent) were also highly valued.

Interestingly, half of those who had a positive experience with their insurer attributed it to the claims handling process. This highlights the potential for insurers to build loyalty and positive brand perception through efficient and empathetic claims resolution.

Expert Insight: The data underscores a fundamental shift in consumer expectations. Insurance is increasingly viewed as a risk transfer mechanism and the true value is realised not in the policy itself, but in the insurer’s ability to deliver on its promise when a claim arises.

Looking Ahead

The survey results reinforce that streamlined, transparent claims processing is a key competitive differentiator for insurers. However, many providers are currently facing challenges in this area, often due to staffing shortages. Some insurers are exploring the use of artificial intelligence to improve communication and claims processing times, as noted in this report.

increased investment in technology and personnel could lead to improvements in claims handling efficiency. Alternatively, continued staffing constraints may result in longer processing times and decreased customer satisfaction. A proactive approach to claims management is likely to be crucial for insurers seeking to retain and attract customers.

Frequently Asked Questions

What is the most important factor for consumers when choosing insurance?

According to the survey, the quality of claims handling is the most important factor, with 85 percent of respondents considering it “extremely important” or “very important.”

How do consumers rank the importance of the insurance product itself?

The specific insurance product and its coverage were considered important by 70 percent of respondents, ranking second to claims handling.

What percentage of consumers have had a positive experience with their insurer?

Only 36 percent of respondents reported being positively surprised or impressed by their insurer.

How do you weigh the importance of a quick claims process versus the cost of your insurance premiums?