What consumers say

Transparency and Clarity

Digital and Human Support

What consumers say

Transparency and Clarity

Participants emphasize the need for absolute transparency in coverage details, explicitly stating they want to avoid hidden fees and confusing legalese.

Digital and Human Support

They frequently mention the requirement for a seamless mobile app experience paired with the ability to speak to a real person when claims become complicated.

What consumers think

Value vs. Marketing Hype

Financial Protection

What consumers think

Value vs. Marketing Hype

Consumers are skeptical of brand names and marketing fluff, thinking critically about whether the actual coverage justifies the premium cost.

Financial Protection

They are constantly thinking about how to protect their savings for major life goals, like weddings and international travel, from unexpected household disasters.

What consumers feel

Wariness and Frustration

Desire for Peace of Mind

What consumers feel

Wariness and Frustration

There is a shared feeling of wariness toward insurance companies due to past experiences where digital tools were slick but actual support was non-existent.

Desire for Peace of Mind

Participants feel a strong emotional need for security, wanting to feel 'effortless' and 'safe' without the stress of micromanaging their policies.