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What Insurance Marketers Need to Know About Buyer Research Behaviour

28th Jul, 2026

Alex Eade

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The way people research insurance products has changed dramatically over the past decade.

Today’s insurance buyer is more informed, more digitally connected, and often further along in their decision-making journey before they ever speak to an adviser or insurer.

For insurance marketers, understanding how consumers research products is essential.

It influences how brands appear in search results, where advertising budgets are allocated, what content is created, and how insurers position themselves in an increasingly competitive marketplace.

At the same time, it is important to recognise that much of the research available on insurance buying behaviour predates the widespread adoption of AI assistants such as ChatGPT, Gemini and Claude.

While the core principles of insurance research remain relevant, the emergence of AI-powered search and recommendation tools is adding a new layer to the customer journey that marketers will need to monitor closely in the years ahead.

Insurance Buyers Are Active Researchers

Research consistently shows that insurance customers do not make decisions lightly.

According to research from The Exeter, comparison websites remain the most popular method for researching insurance products, used by 59% of UK adults. Consumers also research individual insurance companies online (45%) and seek advice from financial advisers (42%) before making decisions.

Among 25 to 34-year-olds, 15% said they would consider information from influencers or media experts, while 10% said they would use AI tools when researching insurance options (Cover Magazine, 2025).¹

This highlights an important reality for marketers.

Buyers rarely rely on a single source of information. Instead, they build confidence by consulting multiple channels throughout the decision-making process.

Search Engines Remain a Critical Starting Point

Long before customers request a quote, many begin their journey with a search engine.

Research from NielsenIQ into UK car insurance purchasing behaviour found that 82% of consumers conduct insurance research online.

Search engines were identified as the most likely first point of contact for both switchers and renewers, with 39% of online researchers beginning their journey through search.²

Importantly, researchers often return to search multiple times throughout their buying journey.

NielsenIQ found that people who start with search frequently conduct additional searches before making a decision.² This reflects the reality that insurance is rarely an impulse purchase. Consumers compare providers, review policy details, check exclusions, explore pricing options and seek reassurance before committing.

For insurance marketers, this reinforces the ongoing importance of marketing tactics such as SEO for visibility and remarketing for timely reminders.

Appearing prominently when potential customers are researching policy types, comparing providers or seeking answers to insurance-related questions creates multiple opportunities to influence decision making before a quote request is submitted.

The fact that buyers conduct research over multiple sessions also creates opportunities for paid media strategies that keep brands front of mind. NielsenIQ found that online purchasers spend almost an hour researching across more than five sessions over a period of more than a month.² During that time, prospective customers may visit several comparison sites, insurer websites and search engines before narrowing down their options.

Remarketing can help insurers reconnect with those users after an initial website visit, serving relevant messages as they continue their research journey.

Rather than assuming a visitor who leaves a website is no longer interested, remarketing acknowledges that many insurance buyers are still actively evaluating their options.

Thoughtful campaigns can reinforce brand recognition, highlight useful resources or encourage users to return and complete a quote, helping insurers remain visible during a lengthy consideration process.

Search visibility is not simply about ranking for product terms.

Buyers often research questions, concerns, coverage details, claims processes, exclusions and provider credibility. A strong SEO strategy helps insurers become visible across the entire research journey rather than only at the point of purchase.

As AI-powered search experiences continue to evolve, insurers should also think beyond traditional keyword rankings.

Consumers are increasingly using conversational search queries and AI assistants to answer complex questions, compare products and understand unfamiliar terminology. This makes high-quality, authoritative content even more important, helping insurers build visibility not only in traditional search results but also within emerging AI-driven discovery channels.

Comparison Websites Continue to Shape Decisions

Price comparison websites have become a central part of the insurance buying process.

NielsenIQ’s research found that online consumers frequently move between comparison sites, provider websites and search engines throughout their journey. Buyers often have multiple browser windows open simultaneously as they compare prices, features and providers.²

This behaviour creates both opportunities and challenges for insurers.

Comparison websites can drive significant visibility, but they can also intensify price competition. Marketers therefore need to ensure their brand remains visible beyond aggregator platforms by building recognition, trust and differentiation through other channels.

This is where content marketing and paid media can play an important supporting role.

Content Marketing Builds Confidence Before Conversion

Insurance products are often complex, high-consideration purchases. Customers want clarity, reassurance and confidence before committing.

Research from Milliman highlights the importance of understanding customer needs and expectations through market research, noting that successful innovations and products solve fundamental customer problems in new and better ways.³

Content marketing provides insurers with an opportunity to address those customer questions directly.

Educational guides, FAQs, policy explainers, claims advice, industry insights and thought leadership content can help consumers understand their options while building trust in the brand behind the information.

Importantly, content serves multiple purposes.

It supports SEO performance by targeting informational search queries while also helping prospective customers evaluate providers during the research phase.

The most effective insurance content focuses on helping buyers make informed decisions rather than pushing immediate sales messages.

Paid Media Supports Visibility Throughout the Journey

While organic visibility remains important, paid media plays a crucial role in reaching insurance buyers during key moments of research.

Consumers often conduct their research over extended periods. NielsenIQ found that online purchasers spend almost an hour researching across more than five sessions over the course of more than a month.²

This creates multiple touchpoints where paid search, paid social and display advertising can reinforce brand visibility.

Paid search allows insurers to appear when consumers actively research products and providers. Display and remarketing campaigns can maintain awareness as buyers continue their evaluation process across different websites and devices.

As digital behaviour becomes increasingly fragmented, paid media provides a mechanism for remaining visible during a research journey that may span weeks rather than days.

Mobile Research Has Become Standard

Insurance research is no longer confined to desktop computers.

NielsenIQ found that more than half of consumers use a connected device such as a smartphone or tablet during the insurance purchase journey.

Half of online purchasers conducted research on their smartphones, with many requesting quotes through mobile devices.²

For marketers, this means that mobile experience is no longer optional.

Content, landing pages, quote journeys and conversion paths must be designed around mobile-first behaviours.

Even if a customer ultimately completes a purchase elsewhere, their first interaction with a brand may occur on a mobile device.

The Rise of AI and What It Means for Insurance Marketing

One of the most interesting developments is the growing role of AI in the research process.

The Exeter’s research found that younger consumers are already beginning to use AI tools when researching insurance options.¹ While adoption remains relatively low today, it is likely to increase significantly as AI assistants become integrated into search engines, browsers and mobile devices.

Many of the studies referenced in this article were conducted before generative AI became widely available.

As a result, marketers should view historical research patterns as foundational rather than fixed.

The future insurance buyer may move fluidly between traditional search engines, comparison websites, provider websites and AI assistants when evaluating products.

This evolution places even greater emphasis on creating authoritative, accurate and genuinely useful content. Brands that consistently publish trustworthy information are more likely to be surfaced by both search engines and AI-powered recommendation systems.

Understanding the Modern Insurance Research Journey

The insurance purchase journey is rarely linear.

Consumers move between search engines, comparison websites, provider websites, advisers, reviews and increasingly AI-powered tools before making a decision. They conduct research across multiple sessions, often on multiple devices, and evaluate far more information than many marketers realise.

For insurance marketers, success comes from understanding this behaviour and ensuring that useful, trustworthy information is available wherever customers choose to research.

SEO helps brands become discoverable. Content marketing helps build trust and understanding. Paid media helps maintain visibility throughout the decision-making process.

While technology will continue to evolve, one thing remains constant: insurance buyers want confidence that they are making the right decision.

The brands that help them achieve that confidence are most likely to earn their attention and ultimately their business.