Guidewire (NYSE: GWRE) today released its latest annual study of European insurance customers, revealing insights into their attitudes towards insurers and innovation in the sector. The 2025 Guidewire European Insurance Consumer Survey highlights the growing role of geopolitical factors and macroeconomic conditions in shaping British consumers’ perceptions of the insurance industry.
The study underscores how the ongoing cost of living pressures continue to impact consumers’ lives, yet overall sentiment towards insurers remains positive, with 30% of respondents expressing a favorable view, an increase of 11% compared to 2024.
However, 79% of respondents who expressed concerns about the UK’s cost of living indicated they may cancel existing policies and switch insurers within the next 12 months, signaling a need for the insurance industry to remain agile and responsive to current events and customer demands.
Key findings from the report include:
Changing Customer Attitudes: Despite positive sentiment, insurers must stay proactive in addressing evolving consumer needs. Seventy percent of respondents desire proactive services, such as problem alerts and damage prevention, not just coverage for losses.
Shift in Communication Preferences: While phone calls remain the preferred method for contacting insurers (56%), this figure has dropped from 66% in the previous year. This change is driven by the increased use of insurance-specific mobile apps, with 26% of respondents opting for this method.
Embedded Insurance Gaining Popularity: Brands like Tesla, IKEA, and Amazon are increasingly offering embedded insurance, which is becoming more attractive to UK consumers. Nearly 45% of respondents expressed satisfaction with insurance provided by product manufacturers, up 5% from 2024.
Positive Outlook for the Insurance Industry: The insurance sector is increasingly viewed as an exciting and diverse industry, with 35% of respondents agreeing that it is an exciting field to work in, up 11% from the previous year. Additionally, 57% of respondents consider the insurance industry to be diverse, reflecting an 8% increase.
Charles Clarke, Guidewire’s Vice President, commented, “After facing significant economic and geopolitical challenges in 2024, it’s encouraging to see that the insurance industry continues to provide stability, improving customer perceptions. However, there’s still room for improvement.”
The study highlights that consumers expect insurance policies to reflect both external factors and personal preferences. To build customer loyalty and satisfaction, insurers must proactively communicate and offer highly personalized services.
Chris Payne, Insurance Technology Leader for EY in Europe, the Middle East, and India, noted, “Customer perceptions of the role and importance of insurance are evolving. Insurers must continue helping consumers understand the place of insurance in their lives and make it easy to choose and purchase. Product choice and customer service are critical as the insurance landscape continues to evolve, particularly with the growing demand from younger generations.”
The survey, commissioned by Guidewire and conducted by Censuswide, polled 4,010 consumers aged 18 and older who purchased or renewed general insurance products or made claims within the past 12 months in the UK, France, Germany, and Spain. The survey was conducted in March 2025.
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