Leading Insurance Brands in the US: Q1 2024 Insights

In the ever-evolving insurance landscape, a strong digital presence is crucial for engaging and retaining customers. In Q1 2024, leading brands in the US insurance sector showcased impressive digital traction. This article examines the performance of Progressive, GEICO, and Kaiser Permanente, highlighting their web and app presence and audience trends based on Sensor Tower's comprehensive data.

Progressive Mobile App

Progressive's digital footprint is robust, featuring the Progressive Mobile App and its website, progressive.com.

• Audience Trends: The monthly deduplicated audience for Progressive remained stable above 13M throughout Q1 2024. January saw a peak with over 14M unique users, driven by increased web engagement.

• App Engagement: The Progressive app consistently attracted over 4M monthly active users, showing a gradual increase from October to March, reaching nearly 4.8M by the end of Q1 2024.

• Ad Spend & Channels: Interestingly, Progressive did not invest in monthly advertising during this period, focusing instead on organic growth.

GEICO Mobile App

GEICO's digital presence includes the GEICO Mobile - Car Insurance App and its website, geico.com.

• Audience Trends: With a monthly deduplicated audience fluctuating around 9M, GEICO maintained a steady web and app user base. The website led in visits, exceeding 24M in January.

• App Engagement: The app's monthly active users remained stable, hovering around 2.5M throughout the period.

• Ad Spend & Channels: GEICO's monthly ad spend decreased significantly, from over $750K in October to under $32K in March, with initial heavy investments in TikTok and YouTube channels.

Kaiser Permanente

Kaiser Permanente's digital ecosystem is expansive, comprising the Kaiser Permanente App and websites kaiserpermanente.org and kaiserpermanentejobs.org.

• Audience Trends: The main website attracted over 35M visits in January, with monthly deduplicated audience figures consistently above 6M. The jobs site also showed an increase in visits, peaking at over 550K in March.

• App Engagement: The app maintained a steady monthly active user base, with users slightly decreasing to around 760K by March.

• Ad Spend & Channels: Kaiser Permanente's monthly ad spend was substantial, with over $5M spent in October, primarily on OTT and desktop video channels. However, this investment tapered off significantly by March.

Conclusion

The digital strategies of Progressive, GEICO, and Kaiser Permanente in Q1 2024 highlight diverse approaches to audience engagement and advertising in the insurance sector. Sensor Tower's unparalleled data insights provide a comprehensive understanding of these trends, enabling brands to refine their digital strategies effectively. For detailed insights into web and app audience behavior, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.

By leveraging these insights, insurance brands can continue to innovate and adapt to the digital preferences of their audiences, ensuring sustained growth and engagement.