Insurance
The insurance sector logged 219 canonical NPS disclosures with a median of 71.0, three points below the cross-industry benchmark, while recent results from Porto Seguro, Blue Shield of California, and WFG National Title Insurance Co. demonstrate the wide range of performance outcomes still visible across product lines and geographies.
The headline
Across 219 canonical disclosures, the insurance sector registered an average NPS of 66.2 and a median of 71.0. That median sits three points below the corpus-wide benchmark of 74, a gap consistent with the structural challenges of a category where customer contact often clusters around claims disputes, premium increases, and regulatory complexity. The sector spans traditional life and property & casualty carriers, health plans, title insurers, and a growing cohort of InsurTech challengers, each facing distinct NPS drivers yet sharing common friction around transparency and post-sale engagement.
While the median trails the broader database, the interquartile range remains wide—top-quartile insurers routinely post scores in the high 70s and 80s, underscoring that execution and channel design matter as much as product category. The data also reveal persistent sub-sector variation: wealth management and payments-adjacent plays command materially higher marks than traditional insurance products.
NPS evolution
The time series shows a choppy but modestly upward drift from the low 60s in 2017–2018 toward the low-to-mid 70s by 2022–2024, before softening again in 2025 and 2026. Disclosure volume has grown steadily, with 2025 and 2026 together accounting for a quarter of the corpus, reflecting both greater investor interest in retention economics and the maturation of digital-native players that publish NPS as a matter of course.
Disclosure volume
Annual disclosure counts climbed from single digits before 2018 to 36 in 2025 and 19 through mid-May 2026, putting the sector on track to match or exceed last year's total. The acceleration reflects both organic growth in the number of insurers reporting and a broadening definition of "insurance-adjacent" to capture fintech lenders, benefits platforms, and embedded-insurance partnerships that now routinely surface NPS in earnings calls and investor decks.
Sub-sector view
The insurance universe fragments into seven sub-buckets, with wealth management posting a standout median of 87.5 on limited sample, while the core insurance-adjacent cohort—by far the largest at 411 disclosures—holds steady at 71.0. Fintech, payments, and lending clusters all outpace the sector median, a function of digital-first models and shorter, more transactional customer journeys.
| Sub-sector | n | Median |
|---|---|---|
| Wealth Management | 13 | 87.5 |
| Fintech | 174 | 77.0 |
| Payments | 25 | 75.0 |
| Mortgage | 30 | 75.0 |
| Insurance-adjacent | 411 | 71.0 |
Company stories
Biggest swings
Medibank logged the largest absolute gain, climbing 42 points from 24.0 in February 2019 to 66.0 in August 2024 across two disclosures—a turnaround that coincides with the Australian health insurer's sustained focus on digital member experience and claims simplification. Oscar posted a 36-point rise from 30.0 in late 2020 to 66.0 in mid-2025, consistent with the U.S. health plan's shift toward higher-retention, technology-enabled individual products. On the downside, esure fell 25 points between March 2021 (56.0) and August 2022 (31.0), a period marked by operational churn and pricing pressure in the UK motor market.
Recent high marks
In April 2026, WFG National Title Insurance Co. disclosed a direct-operations NPS of 94.0 for 2025, one of the highest scores in the corpus and a reminder that B2B title insurance, with its tight agent relationships and predictable transaction cadence, can generate loyalty metrics more typical of consumer software than traditional insurance. Blue Shield of California reported an 89.0 for its Virtual Blue telemedicine programme in April 2026, underscoring the NPS premium that accrues to digital-forward, episodic care channels.
Negative territory
Only one disclosure in the insurance corpus falls below zero: Cover Genius recorded −25.0 in March 2022. The InsurTech, which embeds travel and device protection into e-commerce flows, has since pivoted its go-to-market and no longer publishes NPS, a common pattern among venture-backed players that exit the metric after early stumbles.
Fresh in 2026
The first five months of 2026 brought a dozen new disclosures, led by established carriers in emerging markets and digital-native challengers refining their retention story:
- Porto Seguro clocked 80.0 in its Q1 2026 services operation, a strong showing for the Brazilian multi-line insurer.
- Niva Bupa Health Insurance improved from 55.0 to 60.0 across FY26, reporting the gain alongside 67.4% net profit growth and a customer base exceeding four million.
- Axis Max Life Insurance led India's life insurance cohort with a score of 61.0 disclosed in April, while Kotak Life matched it at 60.0.
- Admiral Group PLC reported group NPS above 50.0 in March, paired with 7% customer growth, a typical mid-tier result for a UK direct motor incumbent.
- Santam Ltd disclosed 68.0 for full-year 2025, reflecting steady execution in the South African short-term market.
Older nuggets worth a second look
- Ping An posted 82.0 in September 2017, attributing the score to AI-driven efficiency gains—an early signal of the tech-insurance convergence thesis that has since become conventional wisdom.
- eHealth recorded 73.0 for its Medicare Customer Care team in October 2016, a high-water mark for telephony-driven sales that predates the shift to digital enrollment.
- Tryg reported 59.0 in November 2017 and set a public target of 70 for 2020, an ambitious stretch that illustrates the sector's multi-year improvement horizon.
- Medibank Private disclosed 17.4 in November 2017, a starting point that makes the later 42-point swing all the more striking.
Where is USAA — the poster child for Net Promoter in Insurance?
The high-water mark in insurance is widely regarded as USAA, written up by Fred Reichheld in The Ultimate Question and cited in documents such as the Bain Certified NPS Benchmarks. Their score has been shown as high as 81, independently validated. Two important caveats: USAA doesn't publicly disclose its NPS itself — which is why it doesn't appear in this database — and the 81 figure dates from 2017, which in NPS terms is ancient history. We'd love to see more genuine public disclosure from major carriers. Until then, USAA remains the benchmark to beat — and a reminder that the absence of a number on this page doesn't always mean the absence of a high score elsewhere.