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Digital Customer Experience Survey

The ACORD Digital Customer Experience Survey

Digital general insurance shopping is a highly competitive landscape, rapidly shifting to meet dynamic consumer demands and preferences. UK insurance shoppers have increasingly turned to online sources of information while making their purchasing decisions. For example, a recent major study revealed that 80 percent of motor insurance shoppers engage in research online, but only 19 percent make the final purchase online. This means that providing an effective and compelling digital customer experience is crucial.

ACORD conducted a comprehensive study identifying and screening over one thousand UK carriers, brokers and aggregators, and evaluating more than one hundred criteria across more than ten customer segments. Using a proprietary methodology, we evaluated the top sites based on measurable criteria around user experience, functionality, and underlying strategy.

Survey & Study Methodology


In 2017, ACORD conducted an extensive study of the digital experience delivered by insurance companies in UK personal lines. The study entailed the evaluation of all websites selling personal lines insurance:

  • 464 carriers
  • 691 brokers
  • the "Big 4" aggregators (price comparison websites)

They were evaluated utilizing criteria across a multitude of dimensions:

  • 36 Enablement criteria
  • 61 Engagement criteria
  • 9 Aggregator-Specific Functionality criteria
  • 7 Tactical & Strategic criteria


Both single-user and multi-user surveys were utilized to evaluate the sites, resulting in over 10,000 total impressions. ACORD used a screening methodology to focus on the evaluation of 26 Candidate Websites:

  • 13 carriers
  • 9 brokers
  • 4 aggregators

Finally, a proprietary scoring methodology was used to rank the 26 Candidate Websites on overall digital customer experience.


Three finalists were identified, with the top-ranking company receiving the Best Digital Customer Experience Award at the Insurance Times Awards in December 2017. A complete analysis of the study and its implications will be presented at an ACORD Meet symposium in March 2018, as well as in an accompanying white paper.

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