GEICO files trademark for ‘It Feels Good to GEICO’

GEICO has filed a U.S. trademark application for the phrase “It Feels Good to GEICO,” signaling a potential new addition to the carrier’s marketing lineup.

The service mark covers a broad range of insurance activities, including property and casualty underwriting, policy administration, claims handling, premium quoting, and related insurance information services.

GEICO reported first use in commerce on November 15, 2025.