Press Release Mortgage and Insurance Study 2025

Rocket Mortgage Leads Mortgage Lenders as Human Touch Still Matters in Digital Era, ACSI Data Show

Economic pressures, cost increases, and shifting customer expectations create challenges for the industries measured in the American Customer Satisfaction Index (ACSI®) Insurance and Mortgage Lenders Study 2025.

Among the four industries — health insurance, life insurance, property and casualty insurance, and mortgage lenders — life insurance is the highest performer despite slipping 1% to a score of 78 (on a scale of 0 to 100). Health insurance (unchanged) and property and casualty insurance (down 1%) are next at 76 apiece, while mortgage lenders rank among the lowest-performing ACSI industries after sliding 1% to 74.

Regardless of results, one consistent theme emerges throughout all industries: Customers appreciate clarity, responsiveness, and human interaction amid change.

“The true industry leaders are those who meet people where they are and deliver seamless digital solutions without losing sight of the profound reassurance that human interaction provides, especially when it matters most,” said Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “The future of insurance and mortgage lending lies in blending technological convenience with personal connection, empowering customers to feel understood and supported through every experience.”

Humana headlines health insurance again

For the fourth consecutive year, Humana tops the health insurance industry despite dipping 2% to an ACSI score of 79. Kaiser Permanente (down 1%) and UnitedHealth (up 1%) move in opposite directions to tie for second place at 77.

Aetna (CVS Health) improves 1% to 76, while Centene posts the largest gain, climbing 3% to 75 — the same score as Blue Cross Blue Shield, which stumbles 3% year over year. Cigna finishes last even while inching up 1% to 74.

The digital experience paves the way for the second year in a row, with app quality and reliability maintaining scores of 83 across all customer experience metrics. Likewise, website satisfaction jumps 3% to 82.

Health insurance providers are increasingly investing in seamless digital ecosystems that integrate mobile apps, websites, and in-person services. This allows providers to meet rising expectations for responsiveness and convenience, which is reflected in the modest gains across service channels, including 1% increases in call center satisfaction (77) and timeliness of claims processing (78).

However, the industry still faces challenges because of market consolidation and rising costs. These have led to reduced coverage and access restrictions, with access to primary care (80), specialty care (79), and standard medical services (78) all exhibiting 1% declines.

Crowded field atop the life insurance industry

Among the top-performing companies, Mutual of Omaha ties for the lead at 80 with Prudential (down 1%), New York Life (unchanged), and State Farm (up 3%) all performing strongly. USAA, which provides insurance to military-affiliated individuals and families only, debuts in the industry with an ACSI score of 79.

MetLife slips 1% to 78, matching the industry average and tying Allstate. AIG experiences the most significant decline, dropping 5% to a score of 77. MassMutual and Lincoln Financial also lose ground, sliding 4% and 3%, respectively, to 73 to finish last with Guardian Life.

The life insurance industry in 2025 presents a mixed picture for the customer experience. Digital products remain the highest-rated experience area, but mobile app quality slips 1% to 83 while mobile app reliability is unchanged at 83.

Although preferences for digital-first, flexible policies and transparent pricing are reshaping the industry toward a more customer-centric model, service quality and approval speed remain imperative for the overall experience. Yet, both experiences drop-off some, with agent courtesy down 1% to 79 and policy approval speed down 1% to 80.

USAA and State Farm shine among P&C insurers

Military-affiliate USAA and State Farm continue to lead the property and casualty (P&C) industry in customer satisfaction. USAA improves 2% to an ACSI score of 85, 6 points ahead of State Farm, which scores the highest among providers that are not limited to military-affiliated consumers despite dipping 1% to 79.

Progressive scores the largest year-over-year gain, climbing 3% to 78. The company enters a three-way tie with American Family (unchanged) and Nationwide (up 1%). Geico (down 3% to 75), Farmers (down 5% to 73), and Travelers (down 8% to 72) all experience considerable losses — but still outperform Farm Bureau, which finishes last with an ACSI score of 71.

In a year marked by steep premium hikes, worsening storms, flooding, wildfires, and rapid technological transformation, customer experience metrics decline across the board. Speed of claims processing (73), call center satisfaction (76), and agent courtesy and helpfulness (72) all plummet 5%. The policy discounts and rewards metric declines 3% to 74, while mobile app quality and reliability both slip 2% to 81.

Rocket Mortgage soars even further

Rocket Mortgage maintains its leadership position after climbing 4% to an ACSI score of 83. Bank of America moves into second place following a 3% rise to 79.

Chase (78) and Wells Fargo (77), both unchanged, are next, followed by Citizens Bank, which posts an ACSI score of 73 in its first year being reported in the mortgage lenders industry. Last-place Freedom Mortgage suffers the largest decline, tumbling 6% to 68.

Mobile experience remains one of the industry’s strongest areas, with the quality benchmark steady at 82 and reliability up 1% to 81. Ratings for online tools are stable, with visual appeal unchanged at 74 and ease of use at 75. Both areas present opportunities for enhancement to better meet evolving user expectations. Several service and process-related metrics show slight gains. Fees and costs (69), call center satisfaction (73), and the mortgage’s ability to meet specific needs (75) all increase 1%. The loan officer’s ability to explain the loan process (78) and their overall knowledge (78) both improve 1%.

Credit unions are the preferred lender

Among lender types, credit unions lead the way with an ACSI score of 78, outperforming banks (74) and independent mortgage lenders (72).

Banks and credit unions deliver similar results across most customer experience metrics, typically scoring within 1 to 2 points of each other. Credit unions, however, stand out when it comes to service-related aspects — particularly in how loan officers explain the process, loan processor responsiveness, and the overall support provided by the lenders’ staff. They also outclass banks in terms of fees and costs. Independent mortgage lenders, on the other hand, score well behind banks and credit unions, most notably when it comes to call centers, interest rates, and fee structures.

The ACSI Insurance and Mortgage Lenders Study 2025 is based on 12,691 completed surveys. Customers were chosen at random and contacted via email between October 2024 and September 2025. Download the full study and follow the ACSI on LinkedIn and X at @theACSI.

No advertising or other promotional use can be made of the data and information in this release without the express prior written consent of ACSI LLC.

About the ACSI

The American Customer Satisfaction Index (ACSI®) is a national economic indicator and a leading provider of customer analytics products that help organizations build lasting customer relationships and prove ROI on experience investments. ACSI’s AI-enhanced platform delivers intuitive dashboards and cause-and-effect analytics that pinpoint the quality drivers most predictive of customer allegiance, retention, price tolerance, and financial performance. ACSI data has been shown to correlate strongly with key micro and macroeconomic indicators, including consumer spending, GDP growth, earnings, and stock returns.

Founded in 1994 at the University of Michigan’s Ross School of Business, the ACSI measures customer satisfaction with more than 400 companies in over 40 industries, including federal government services, based on approximately 200,000 annual interviews. Learn more at https://www.theacsi.org.

ACSI and its logo are Registered Marks of American Customer Satisfaction Index LLC.