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EMARKETER

Insurance Trends to Watch in 2026

Shifting Demand, Connected Data, GenAI, and Emerging Coverage Will Shape Insurers’ Strategies

Report by Myra Thomas  |  Dec 12, 2025

Top Trends to Watch in 2026

Need-to-Know Trends Reshaping the Digital Future

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Table of Contents
Embedded life-stage journeys will reshape life insurance discovery
GenAI is reshaping property and casualty (P&C) underwriting and claims, but customer-facing automation trails
Usage-based auto insurance will become a standard offering as drivers trade data for lower premiums
Emotional bonds and rising vet costs will push pet insurance into the mainstream
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About This Report
In 2026, personal lines insurers will face a market reshaped by changing demand, risk, and consumer expectations. Growth hinges on smarter digital engagement, genAI transformation, richer data, real-time risk insights, and emerging coverage areas.
Topics
Financial Services
Insurance
Artificial Intelligence (AI)
United States
Table of Contents
Embedded life-stage journeys will reshape life insurance discovery
GenAI is reshaping property and casualty (P&C) underwriting and claims, but customer-facing automation trails
Usage-based auto insurance will become a standard offering as drivers trade data for lower premiums
Emotional bonds and rising vet costs will push pet insurance into the mainstream
EMARKETER Interviews
Sources
Media Gallery

In 2026, personal lines insurers will face a market reshaped by changing demand, risk, and consumer expectations. Growth will be defined by smarter digital engagement, genAI strategy, richer data, real-time risk insights, and emerging coverage areas.

authors

Myra Thomas

Contributors

Eleni Digalaki
Penelope Lin
Director, Data Visualization
Tiffani Montez
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Julia Woolever
Ali Young
Senior Copy Editor and Manager of Content Operations
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