Leading Insurance Brands in the U.S.: Q4 2024 Analysis

Introduction

As the insurance industry continues to evolve, understanding digital engagement trends becomes pivotal for brands. In this analysis, we explore the performance of three leading insurance companies in the United States during Q4 2024: Progressive Casualty Insurance Company, State Farm, and Kaiser Permanente. Sensor Tower's comprehensive data provides insights into these brands' web and app presence, audience trends, and advertising strategies.

Progressive Casualty Insurance Company

Progressive is renowned for its innovative insurance solutions and strong digital presence. Its digital footprint includes its website, progressive.com, and the Progressive app.

• Audience Trends:

  • progressive.com saw a consistent increase in visits, peaking at 69M in December.

  • The monthly true audience remained stable, hovering around 15M to 16M throughout the quarter.

• App Engagement:

  • The Progressive app saw a significant rise in monthly active users, reaching nearly 9.6M by December.

• Ad Spend & Channels:

  • Progressive's monthly advertising spend fluctuated, with a notable peak in October at over $54M.

  • Key channels included OTT, desktop video, and Facebook, with OTT driving substantial monthly impressions.

State Farm

State Farm, a leader in providing insurance and financial services, boasts a strong digital presence marked by its website, statefarm.com, and the State Farm app.

• Audience Trends:

  • statefarm.com visits remained robust, with a slight dip in October but recovering to over 43M by December.

  • Monthly true audience figures were stable, around 9M to 10M.

• App Engagement:

  • The State Farm app experienced a surge in monthly active users, reaching approximately 6.6M in December.

• Ad Spend & Channels:

  • Monthly advertising spend peaked in December at close to $29M, with significant investments across OTT and YouTube channels.

Kaiser Permanente

Kaiser Permanente, known for its integrated healthcare approach, utilizes digital channels such as its main website, kaiserpermanente.org, a job portal kaiserpermanentejobs.org, and the Kaiser Permanente app.

• Audience Trends:

  • kaiserpermanente.org maintained high visit volumes, consistently over 60M with a peak of 66M in December.

  • The monthly true audience was steady, around 6M.

• App Engagement:

  • The Kaiser Permanente app showed a stable monthly user base, maintaining around 3M active users.

• Ad Spend & Channels:

  • Kaiser Permanente's monthly advertising spend was stable, with a peak in November and significant presence on Facebook and Instagram.

Conclusion

The Q4 2024 analysis reveals that Progressive, State Farm, and Kaiser Permanente continue to leverage digital platforms effectively, as demonstrated by their robust web and app engagement. Sensor Tower's unparalleled data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide crucial insights into these trends, enabling brands to understand cross-platform user behavior better and optimize their strategies for future growth.

By harnessing Sensor Tower's data, decision-makers gain a competitive edge in navigating the digital landscape, ensuring their strategies are informed, timely, and impactful. For more insights, explore our Sensor Tower products and services.