Personal Advice Reigns Supreme: Study Names Top Insurers for Customer Recommendations
In an era of digital everything, the human touch still wins in insurance. The latest "Servicebarometer Assekuranz 2025" study by Sirius Campus, surveying over 7,000 insurance customers, reveals that personal advice from an insurance agent remains the most trusted and recommended channel. The study not only confirms the enduring value of face-to-face service but also identifies the specific insurance companies that excel in the eyes of their clients, earning them the highest recommendation scores.
The Top Performers: Insurers with the Best Word-of-Mouth
The research pinpointed ten insurers that were most frequently mentioned positively by customers for their service and advisory quality. These companies stand out due to their strong advisory networks, competent personal consultation, and reliable claims handling. While the full, ranked list is proprietary to the study, the findings highlight that top performers typically share these traits:
- Extensive, well-trained network of local agents or brokers.
- Consistent, high-quality customer interactions across the policy lifecycle.
- Efficient and fair claims settlement processes.
- Proactive communication and personalized service.
Customers of these highly-rated insurers demonstrate a significantly higher willingness to recommend their provider, a key metric known as the Net Promoter Score (NPS).
The Undisputed Champion: Insurance Agents Lead in Satisfaction
The study provides clear data on why personal agents continue to dominate. Customers who use an insurance agent (Versicherungsvertreter) as their primary contact show the highest likelihood to recommend, with an impressive Net Promoter Score (NPS) of +39. A majority (54%) reported being "very satisfied," while only 16% were dissatisfied.
This channel significantly outperforms others:
| Advisory Channel / Contact Point | Key Finding |
|---|---|
| Insurance Agent (Versicherungsvertreter) | Highest NPS (+39). Preferred for personalized advice and trust. |
| Direct Insurer (Direktversicherer) | Lower satisfaction scores compared to agent-based models. |
| Online/Broker Platforms | Often score lower on the personal service and post-sale support metrics that drive recommendations. |
"The insurance industry can be credited with high competence in insurance advice. And in the moment of truth—during claims settlements—it keeps its promises," commented Dr. Oliver Gaedeke, Managing Director of Sirius Campus.
What Drives (and Kills) Customer Recommendations?
The study delves deeper into which specific interactions influence a customer's willingness to recommend their insurer:
- Positive Drivers: Service contacts related to policy adjustments (NPS +37) and new policy sales (NPS +36) generate high satisfaction. Claims settlements (NPS +31) are also viewed positively when handled well, proving that insurers can build loyalty even in difficult situations.
- Negative Drivers: Processes involving policy cancellations (NPS +6) and, especially, complaints and disputes (NPS -3) significantly dampen recommendation likelihood. This highlights the critical need for empathetic and efficient service during conflicts or termination procedures.
Key Takeaways for Consumers and the Industry
For Consumers: If personalized service and strong advisor relationships are important to you, choosing an insurer with a reputable local agent network is a strategy backed by data. Don't underestimate the value of having a dedicated professional to guide you through complex products and claims.
For the Insurance Industry: The message is clear: investing in high-quality, personal advisory services pays dividends in customer loyalty and organic growth through referrals. While digital efficiency is crucial, it should enhance, not replace, the human elements of trust, expertise, and proactive support that customers demonstrably value most.
Ultimately, this study reinforces that in the trust-based business of insurance, the quality of human interaction remains the most powerful driver of customer advocacy.