InsurPoll 2023

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

Distribution channels: How many policyholders are purchasing through broker, direct or a group plan? Are they buying over the phone, online, or another way? Who are they, how satisfied are they, and what are the key drivers of channel choice? How do they want to buy insurance in the future?

Satisfaction with insurance provider: How satisfied are policyholders with their provider, their policies, the variety of coverage options, the competitiveness of discounts, the ease of obtaining and changing their policies? How likely are they to recommend their provider? What are the key drivers of satisfaction? What level of satisfaction is necessary to retain customers and encourage them to recommend?

Claimant satisfaction: How satisfied were claimants with the claims experience overall and with key elements, including the representative, procedure, policies, and perceived fairness of the settlement.

Price and billing: Have premiums changed? If so, how were they informed, and did it affect satisfaction, loyalty, and prevalence of shopping or switching? Were consumers anticipating a rate increase? What are policyholders’ current – and preferred – methods for billing and payment? Are billing statements clear, and how should they be improved?

Loyalty: What are the key drivers of provider choice and renewal? How likely are customers to renew or switch? Are they shopping – for what? What is the influence of price, incentives, promotions, communications, and external factors like aggregators on satisfaction and loyalty? What constitutes good value for money, in addition to good pricing?

Contact, information, and communications: Are consumers proactively contacted by their agents, brokers, and insurers? How does proactive contact influence customer loyalty? How do consumers view efforts to retain them? How do customers use and feel about quote aggregators as well as online chat, call centres, social media, and other communications?

Brand & Ad Awareness: What are the awareness levels, advertising awareness levels, and reputation scores for major insurance brands, including your own?

Digital policy servicing: Which consumers have interacted with their insurance company online? Which digital methods would consumers prefer to use for different interactions? What proportion would never communicate with their insurer online?

Concern about natural disasters: Are Canadians concerned about their risk of damages due to overland flooding or wildfires? How confident are they that their current homeowners policy will cover expenses associated with these events?


The 2023 wave of InsurPoll will launch in April 2023, with reports delivered in June 2023. Subscribers who wish to include proprietary omnibus questions need to submit their questions by April 7, 2022. Additional details on the project specifications and subscription details – including pricing and the project contact – can be found in our prospectus.