Why no one trusts insurance companies—and how to change that

Insurance promises peace of mind, but for many customers, it delivers frustration instead. Hidden fees, unclear terms, and denied claims have created an industry-wide reputation problem. The result? A widespread lack of trust that’s driving customers away and keeping new innovations from gaining traction.

It’s a challenge the industry can’t afford to ignore.

How insurance lost the trust of its customers

A Gallup study shows that only 12% of Americans have high or very high confidence in insurance professionals’ ethics. This isn’t surprising when you consider the most common pain points customers face:

• Opaque processes: When policies are hard to understand, customers feel misled or even tricked.
• Claims disputes: Stories of denied claims—whether justified or not—fuel a perception that insurers prioritize profits over fairness.
• Rate hikes without explanation: Sudden increases in premiums, often paired with vague or generic reasoning, leave customers feeling exploited.

These issues compound over time, creating a narrative of distrust that hurts the entire industry.

Why trust is the foundation of loyalty

Distrust doesn’t just damage reputations; it impacts the bottom line. A 2023 Accenture report found that only 27% of consumers believe that their insurers are highly trustworthy. Without that trust, churn rates spike, and customer acquisition costs skyrocket.

This problem becomes even more critical as insurers launch data-driven offerings such as telematics-based auto policies. If customers don’t trust their insurer with basic transactions, they’ll hesitate to share personal data for more innovative services.

The path to rebuilding trust

Rebuilding trust requires more than surface-level fixes. Insurers need to focus on actions that demonstrate fairness, clarity, and respect for their customers:

1. Simplify communication: Use plain language in policies and marketing materials. Customers shouldn’t need a legal expert to understand their coverage.
2. Fix the claims process: Speed up approvals, minimize disputes, and implement customer-centric technology to make filing claims easier.
3. Be upfront about pricing: Clearly explain rate increases and ensure customers see the value behind their premiums.
4. Showcase real stories: Highlight customer testimonials and behind-the-scenes insights into how claims are handled fairly.
5. Engage on an individual level: Use data to offer personalized advice and proactive solutions tailored to each customer’s needs.

These strategies don’t just improve customer experiences—they show a genuine commitment to accountability and transparency.

What the future could look like

The insurance industry has an opportunity to redefine its role in customers’ lives. By addressing the root causes of mistrust, insurers can create lasting relationships that go beyond transactions. In a market where trust is scarce, being the company that customers rely on isn’t just good business—it’s transformative.