The news: Geico uses customer behavior and service data as part of a broader marketing transformation focused on anticipating customer needs and strengthening relationships, per a Fortune interview with CMO Arianna Orpello.

Orpello said the majority of consumers are shopping for new auto insurance—a separate JD Power survey found that 53% of consumers policy-shopped between January 2025 and January 2026. 

To get ahead of potential defections, Geico analyzes signals like visits to cancellation and product pages, customer calls, and negative service experiences to identify policyholders who may be considering alternatives.

The insurer is also using data like life stage, location, and assets to market additional insurance products beyond auto coverage.

Why it matters: Insurance marketers compete aggressively to acquire customers already shopping for coverage. 

The insurance subsector will remain the largest digital ad spender within financial services through 2030, per our forecast. But by the time a policyholder starts comparing competitors, an insurer may have missed an opportunity to address the dissatisfaction driving that search.