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.

For several years in a row, the four largest US P&C insurers have cut ad spending, leading to a steady decline in TV ad impressions.

US insurance digital ad spending growth will slow even further this year, lagging all other financial service sectors. Instead, insurers will focus squarely on maximizing their digital dollars.

Investments in generative AI have had favorable results, with two-thirds of marketers reporting a positive ROI—43% said they received a twofold ROI and 22% received threefold ROI, per a May 2023 survey by Botco.ai. Here’s a breakdown of how generative AI can help brands and retailers connect with customers throughout their buying journeys.

A report shows some big financial brands slowed their ad spending well before the unwelcome publicity around the regional banking crisis.

Insurers’ profitability is under pressure, and waning penetration in homeowners and auto insurance policies isn’t helping. But renters insurance is a bright spot. Here’s a closer look at what our latest P&C insurance forecasts mean for insurers.

Insurance joins the long list of industries slashing ad budgets: Insurers are among TV’s most recognizable brands, but industry problems have forced them to back down.

IT and technology spending will register anemic mid-single-digit growth throughout our forecast period. Property and casualty tech leaders must maximize spending to support their organizations’ bottom line in a time of extraordinary pressures on profitability.

Today’s insurance heads of digital are under pressure to modernize and innovate with greater speed to achieve growth of their business. Some of their significant challenges include overcoming resistance to change and a difficult recruiting market.

A difficult market environment is reshaping insurers’ priorities. Insurers that focus on improving customer lifetime value and meeting evolving consumer expectations can turn challenges into opportunities.

A challenging market environment is complicating insurance CMOs’ already expanding role. Honing strategies that meet evolving consumer expectations can help CMOs maximize customer lifetime value and deliver profitable growth.

Rapidly shifting customer expectations, disruption from new entrants, and new risks and coverage needs threaten to turn the property and casualty (P&C) insurance industry on its head. But insurers that digitally transform can come out on top.

Usage-based insurance (UBI) products appeal to consumers who prefer customized services, and their success is attracting droves of new entrants to the UBI arena.

Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.

Incumbent insurers have accelerated their use of mature AI deployments in the past year to meet changing customer expectations and better compete with insurtechs. They’ll now need to infuse the tech across their business segments to unlock the full potential—including enhanced personalization, cost cutting, and stronger risk management—of AI-driven digital transformation.