Searching for Insurance

At times when consumer interest can be measured via online search volumes, it is essential to analyze the type and level of interest consumers express in regards to insurance companies and startups.

• Do more consumers stumble across Policygenius’ website, or are they actively looking for life insurance online?;
• Does the average consumer give Root Insurance a try at first sight, or will there be some form of online research before committing to the company?;
• And what are the search traffic trends of GEICO and Progressive knowing these two enjoy big advertising budgets and superior rankings on Google?

To find answers to these questions, we’ve looked at how consumers search for and interact with noteworthy incumbents and startups on Google, the most popular search engine in the US.