Leading Insurance Brands in the US: Q1 2025 Analysis

In the ever-evolving insurance landscape, understanding digital presence and user engagement is crucial. Sensor Tower's comprehensive data provides insights into the performance of leading brands such as Progressive, State Farm, and Kaiser Permanente. This analysis covers Q4 2024 to Q1 2025, highlighting audience trends, app engagement, and advertising efforts.

Progressive Mobile App

Progressive, a leader in auto insurance, is known for its innovative pricing models and customer-centric approach. Its digital ecosystem comprises its website, progressive.com, and the Progressive app.

• Audience Trends: Progressive maintained a stable monthly deduplicated audience above 15M throughout Q1 2025. The website saw fluctuations, with visits peaking in December 2024 at over 70M and stabilizing at around 59M by March 2025.

• App Engagement: The app's monthly active users grew steadily, surpassing 6.2M by March 2025, indicating a consistent increase in mobile engagement.

• Ad Spend & Channels: Notably, Progressive's monthly advertising spend was concentrated in November 2024 on Instagram, with over 19M impressions, while no significant ad spend was recorded in subsequent months.

State Farm Mobile App

State Farm, renowned for its comprehensive insurance products, has a strong digital presence with statefarm.com and the State Farm app.

• Audience Trends: State Farm's monthly deduplicated audience exceeded 10M by March 2025, with website visits peaking at over 46M in the same month.

• App Engagement: The app's monthly active user base showed a gradual increase, reaching approximately 2.5M by March 2025.

• Ad Spend & Channels: Advertising efforts were primarily focused on YouTube, with monthly spending decreasing from approximately $40K in December 2024 to under $2K by March 2025, reflecting a strategic shift.

Kaiser Permanente

Kaiser Permanente, a leader in healthcare services, leverages its digital strategy through kaiserpermanente.org and the Kaiser Permanente app.

• Audience Trends: The monthly deduplicated audience grew consistently, surpassing 6.9M by March 2025. Website visits showed a significant increase, reaching over 75M in March.

• App Engagement: The app maintained stable monthly active users, hovering around 700K throughout Q1 2025.

• Ad Spend & Channels: Kaiser Permanente's advertising strategy was robust, with substantial monthly investment across multiple channels, including Instagram and Facebook, achieving over 400M impressions in Q1 2025. OTT channels were also utilized effectively.

Conclusion

These leading insurance brands demonstrate diverse strategies in digital engagement and advertising. Sensor Tower's unique cross-referencing of web, app, and advertising data provides invaluable insights into these trends. With offerings like Web Insights and Pathmatics, Sensor Tower remains unparalleled in delivering critical insights into cross-platform user behavior, empowering decision-makers with actionable intelligence.