Top Insurance Trends of 2023 & 2022

Our hand-picked collection of the top insurance trends of 2023 & 2022. The topics in this report on today’s emerging insurance trends are selected for their high growth across sites including Google, TikTok, Instagram, Reddit, Twitter, YouTube, and Amazon. Read more about how we track global trends.

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Turtlemint

8.9K
Past Month Searches
+261%
Past Year Change

Turtlemint is an online insurance platform that offers bike, car, life, and health insurance. The platform aims to bring complete transparency to insurance buying and helps consumers select the best insurance plan for their needs. …  Read more

IUL Insurance

7.1K
Past Month Searches
+118%
Past Year Change

IUL insurance (Indexed Universal Life) is a type of life insurance that offers a tax-advantaged way to save for retirement. The policy allows you to invest in a variety of assets, such as stocks, bonds, and real estate, and the growth of those assets is tax-deferred. The policy is a hybrid between an annuity and a life insurance policy, and it has become increasingly popular in recent years. …  Read more

Pumpkin Pet Insurance

6K
Past Month Searches
+91%
Past Year Change

Pumpkin Pet Insurance is a type of pet insurance that covers the costs of medical care for pets that have been injured or have contracted an illness. The insurance covers a wide range of medical procedures. …  Read more

Spot Insurance

14K
Past Month Searches
+66%
Past Year Change

Spot Insurance is a US-based on-demand insurance provider that provides coverage for accidents and injuries. The company also enables businesses to cover their customers' medical bills by providing custom coverage. …  Read more

Digit Insurance

31K
Past Month Searches
+44%
Past Year Change

Digit Insurance is an insurance company that specializes in providing coverage for motor, health, travel, and home insurance. Aside from individual insurance, the company also offers business insurance products like CPM insurance and marine cargo insurance. …  Read more

All Risk Policy

5.3K
Past Month Searches
+43%
Past Year Change

An all risk policy is a type of insurance policy that provides coverage for any type of loss or damage, except those that are specifically excluded in the policy. This type of policy is often used for businesses that deal with a variety of products and services. …  Read more

Own Damage

11K
Past Month Searches
+42%
Past Year Change

Own damage is a term used in insurance to refer to damages that are the result of an incident that is covered by the policyholder's own insurance. This term is used to distinguish between damages that are the result of an incident and damages that are the result of an act of vandalism or theft. …  Read more

Loss Of Use

59K
Past Month Searches
+28%
Past Year Change

Loss of use insurance is a type of insurance that helps protect individuals from having to pay for damages that occur when they are unable to use their property. The policy can help to cover the costs of repairs or replacement of the property. …  Read more

Clearcover Insurance

2.9K
Past Month Searches
+26%
Past Year Change

Clearcover Insurance is a new type of car insurance that offers the same coverage as other major providers, but at a lower price. It stands out for its topnotch digital experience and hassle-free claims processing compared to traditional auto insurance companies. …  Read more

Getsafe

6.3K
Past Month Searches
+23%
Past Year Change

Getsafe is leading European digital insurance company that uses automation to simplify the insurance journey from application to claims processing. It offers a wide range of insurance products including drone liability insurance, contents insurance, income protection, and more. …  Read more

Veygo Insurance

4.9K
Past Month Searches
+22%
Past Year Change

Veygo Insurance is a car insurance company that offers temporary car insurance designed for young drivers. The policy is based on a usage-based model (monthly, weekly, daily, or hourly), which means that premiums are lower the less the driver uses the car. The policy offers coverage for a range of incidents, including collisions, theft, and damage. …  Read more

Trupanion Insurance

10K
Past Month Searches
+21%
Past Year Change

Trupanion insurance is a pet insurance company that offers coverage for dogs, cats, and other small animals. The company offers a variety of plans, including accident-only coverage, illness-only coverage, and comprehensive coverage. …  Read more

Lemonade Pet Insurance

6.5K
Past Month Searches
+12%
Past Year Change

Lemonade pet insurance offers coverage for dogs and cats. The company offers a variety of plans, including accident-only, wellness, and hereditary/congenital coverage. …  Read more

Bright Health

17K
Past Month Searches
-10%
Past Year Change

Bright Health is a health insurance startup that offers plans in select states across the US. The company focuses on providing affordable coverage and personalized service. The company is known for its use of technology to improve the customer experience. …  Read more

Trend Highlight – Zego Insurance

Ride-sharing and delivery services work because they take advantage of the high ownership yet low utilization of vehicles. But they're not a perfect fit for how vehicles are generally used—or how they're generally insured. Zego is a specialty insurer targeting delivery workers. It offers car insurance for increments as short as an hour, and covers the commercial uses that aren't covered by standard car insurance policies.

 

For a typical car owner, getting commercial insurance can cost hundreds of dollars extra each year. This places a high upfront cost on starting to deliver, putting it out of reach for people who are doing delivery as a side gig, or who live paycheck-to-paycheck and need a delivery job to cover the bills. By tying cost to usage, Zego converts insurance from a fixed cost to a marginal cost, lowering workers' barriers to entry. In one sense, Zego is the insurance industry's answer to the on-demand economy: just as Airbnb is more affordable than owning a vacation home year-round, and Rent the Runway is more affordable than buying a steady stream of high-end dresses. Zego is a way to rent insurance, rather than buy it.

 

Zego works with food delivery companies to promote its service. It's beneficial to both sides: delivery companies don't have to worry about missing out on uninsured workers, or losing workers who get in trouble for operating without insurance. Like HipCamp, Zego helps users get over the insurance-cost hump so they can start earning money. Deliveroo drivers say that Deliveroo actually prioritizes drivers who are insured through Zego when allocating deliveries. They don’t just assist in operations, but in driver acquisition: Zego runs ads targeting people who don’t do delivery because they don’t have insurance. Getting commercial insurance is a barrier to working in on-demand delivery, as more apps start to suggest it or require it, and Zego has built its business on knocking down that barrier.

Trend Highlight – Shipping Insurance

When Domino’s added a pizza tracker to its ordering app, it saw a spike in orders (Google and Domino’s both went public in 2004, and Domino’s stock has actually outperformed Google’s over that time period). For many customers, seeing that their order is making progress is more important than exactly when it arrives.

 

E-Commerce is often framed as the Empire versus the Rebel Alliance; Amazon as a titanic company that does everything, competing with a vast ecosystem of smaller companies that each do one thing well. Route is a part of that alliance, and its core service is providing live package tracking and shipping insurance.

 

Route’s app is free for merchants, and their monetization strategy is unique: Merchants let Route offer their shipping insurance product during the checkout process which benefits both the customers and the merchant. The merchants get higher conversion rates from the package tracking offer and the insurance, and the customers get to see where their order is and make sure it arrives without issues.

 

This is a common fintech model: the trick is not necessarily creating a product customers want, but finding a cost-effective way to sell it to them. In Route’s case, the trick is to offer merchants and their customers something useful for free (package tracking), and then use that offer to sell some customers a related financial product (insurance).

Trend Highlight – The Zebra


Marketing insurance is a challenge, because you can’t show someone “having insurance” in a TV ad. One option is to market the product through a character—major insurance companies have spent billions of dollars creating positive associations with the Geico Gecko and the Aflac Duck.

 

Car insurance companies also advertise heavily on radio and podcasts, as more than half of radio listening is done in the car. In fact, insurance companies ran 272 billion ads in 2018. But The Zebra, an insurance aggregator, has a different strategy: they focus mostly on long-tail SEO. They target a large number of very narrow terms, like individual makes and models of vehicles, and narrow age slices like “cheap car insurance for 19-year-olds”. This strategy has paid off: the 2nd and 3rd most expensive domain name sales in history were CarInsurance.com ($50M) and insurance.com ($36M), but TheZebra.com, at 1.7M monthly visits, has nearly six times as much traffic as carinsurance.com.

 

Like travel, insurance is fragmented: since it’s legally required and regulated at the state level, there are essentially fifty different insurance markets so aggregators naturally do well in this space. But insurance has a key differentiator compared to travel: the ultimate product is entirely financial, which means that companies ultimately compete on cost. At the end of the day, nearly everything in consumer finance comes down to user acquisition cost.

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