InsurPoll

The definitive annual report on Canada’s P&C Insurance consumers

Since 1999, InsurPoll has measured the pulse of Canada’s auto insurance policyholders, capturing and tracking their attitudes, behaviours, wants, and needs. And, since 2020, the study has also encompassed home insurance customers. Our annual subscription-based report identifies the key drivers of customer satisfaction, retention, and loyalty, and sheds early light on emerging trends that can be used to inform purchase channel strategies, policy servicing and product development.

As always, InsurPoll places a special emphasis upon identifying the most effective strategies for retaining existing – and attracting new – customers. We provide a comprehensive understanding of P&C insurance customers. How are they currently buying their insurance, and how do they want to buy it in the future? What drives customer satisfaction, loyalty, shopping, and switching? What role do brands, brokers, and claims service play in retaining and attracting consumers?

We continue to track the study’s core metrics, including channel usage, satisfaction with channel and insurance providers, consumer loyalty, likelihood to recommend, and ad awareness and reputation across the major insurance brands. This year will also include metrics about online policy servicing, to better understand how policyholders want to interact with their insurance company.

Areas of Investigation

InsurPoll provides a comprehensive understanding of P&C insurance customers, including:

Sales distribution channels: How many policyholders are purchasing through broker, direct, or group plans? How are they purchasing insurance? How much influence do insurance advisors, brokers, and agents have on consumers’ decisions on which company to use and what coverages to purchase? How satisfied are they with their insurance professional?
Satisfaction with insurance provider: How satisfied are policyholders with their provider, policies, coverage options, discounts, and ease of obtaining and changing policies? How likely are they to recommend their provider? What drives satisfaction and retention?
Claimant satisfaction: Satisfaction with the overall claims experience, including the representative, procedures, policies, and perceived fairness of the settlement. New in 2026: type of claim, communication channels, claims handling preferences, and home vs. auto comparisons.
Price and billing: Have premiums changed? How were customers informed, and did it affect satisfaction, loyalty, shopping, or switching? Were rate increases anticipated?
Loyalty: Key drivers of provider choice and renewal. Likelihood to renew or switch. Impact of price, incentives, promotions, communications, and aggregators. What defines value beyond price?
Contact, information, and communications: Proactive contact by agents, brokers, and insurers and its impact on loyalty. Consumer views on retention efforts, aggregators, online chat, call centres, social media, and other channels.
Brand & ad awareness: Awareness and reputation of major insurance brands and ad recall. New in 2026: brand funnel analytics.
Digital policy servicing: Proportion of consumers engaging digitally and openness to making policy changes online.

Additional details on the project specifications and subscription details – including pricing and the project contact – can be found in our prospectus.

InsurPoll

The definitive annual report on Canada’s P&C Insurance consumers

Areas of Investigation

Toronto

Vancouver

Ottawa