Consumers are shopping around for car insurance more frequently than they were a year ago, according to TransUnion research. 

The consumer credit reporting agency tracked three years of steadily increasing insurance shopping rates, including transactions from June 2024 to December 2025. Data showed fourth-quarter 2025 auto insurance shopping rose 11% year-over-year. 

“At this point we can safely say that regular insurance shopping is just the new normal,” said Patrick Foy, senior director of strategic planning for TransUnion’s insurance business. “Part of the reason we think this will continue for the foreseeable future is that it’s driven by how people shop as well as why.”

Affordability concerns are a major driver for consumers as they try to find ways to reduce household expenses, TransUnion pointed out. Meanwhile, insurers are focusing on marketing and competitive rates to draw in customers. 

While user experience varies across insurance platforms, online tools have made it easier for consumers to compare rates and find niche coverage options. However, the report found that less than a quarter of consumers shopped with three or more insurers, and the other 77% shopped only one or two insurers. 

Shopping intensity, or the number of insurers consumers consider when shopping, varied among generations. Older generations like baby boomers showed lower shopping intensity, most likely due to brand loyalty and inertia. Geographic location also had an impact, as those living in the least populated zip codes had a lower shopping intensity, likely due to fewer local options. 

Relationship-driven sales models proved to be important, according to the report. Shoppers who started out with an agent had a lower shopping intensity. TransUnion said that insurers can enhance their customer experience through proactive communication strategies and drive improvements in acquisitions and retention. 

“Getting in front of existing customers before they start shopping can create a significant opportunity for retention,” Foy said. “This is a chance for insurers to understand what their customers want and present them with options for potential discounts through telematics, and additional coverage options, like cyber protection.”