Ellen Carney, Principal Analyst Audrey Blumstein, Research Associate WEBINAR Test Drive! Forrester’s 2015 US Mobile Auto Insurance Benchmark Ellen Carney, Principal Analyst Audrey Blumstein, Research Associate October 27, 2015. Call in at 12:55 p.m. Eastern time

Changing customer expectations are driving more mobile insurance usage and new capabilities. Image source: Flickr (https://www.flickr.com/)

Agenda Why does mobile matter to auto insurance customers? What is the methodology behind Forrester’s Mobile Functionality Benchmark? Which firms stood out and for what? How are US auto insurers applying best practices?

Agenda Why does mobile matter to auto insurance customers? What is the methodology behind Forrester’s Mobile Functionality Benchmark? Which firms stood out and for what? How are US auto insurers applying best practices?

What a difference two years makes . . . 2012 2014 Base: US online adults 18+ (online monthly or more) with any insurance accounts and who use a mobile phone Sources: Forrester’s North American Technographics® Financial Services Online Survey Q4 2012 (US); North American Consumer Technographics Financial Services Survey, 2014

. . . with consumers interested — and using — more mobile phone features Base: US online adults 18+ (online weekly or more) who use a mobile phone or tablet who have done the mentioned activity or do not do the mentioned activity on a mobile device, but are interested Source: Forrester’s North American Financial Services Online Benchmark Recontact Survey, 2015

Agenda Why does mobile matter to auto insurance customers? What is the methodology behind Forrester’s Mobile Functionality Benchmark? Which firms stood out and for what? How are US auto insurers applying best practices?

This ranking is the benchmark report in our mobile insurance strategy playbook DISCOVER ACT OPTIMIZE PLAN Assessment: How prepared is my organization to capitalize on mobile trends? Vision: What is the vision for mobile? Landscape: What are the key trends that are driving mobile? What is customer buying behavior? Business Case: What are the benefits of mobile transformation, and how should I fund this initiative? Road Map: What initiatives should I prioritize? What are the dependencies? Strategic Plan: What is my mobile strategy? Where are my areas of focus? Organization: How should I develop mobile skills and staff for the future? Tools And Technology: What tools and technology are required to run my mobile business? What vendors should I use? Process: What are the roles and responsibilities? What policies and procedures do I need? Performance Management: What KPIs are most important to manage my mobile business? How should I develop them? Continuous Improvement: How should I communicate and train my stakeholders? Benchmarks: How do my mobile capabilities compare with my peers’?

The benchmark features two tangible artifacts

Which firms and apps did we evaluate? Insurer App name Version number Allstate Insurance Allstate Mobile 9.5.0 American Family Insurance My AmFam 1.5.1 Esurance Esurance Mobile 3.0.14 Farmers Insurance iFarmers 3.1.0 GEICO 3.10.2 Liberty Mutual Insurance Liberty Mutual Mobile 2.7.0 Metropolitan Life Insurance MetLife US App 1.8.5 Nationwide Nationwide Mobile 6.0.2 Progressive Casualty Insurance Progressive 3.7 State Farm Mutual Automobile Insurance Pocket Agent 5.2.0 The Hartford Financial Services The Hartford Auto And Home 2.1.0 USAA USAA Mobile 7.12.1

What did we benchmark, and how did we measure? Participants’ mobile apps and mobile sites were reviewed in six key areas. Range of touchpoints Enrollment and log-in Buying Policy management Claims Service features Each of the five categories contains various individual criteria, and each criterion is assessed on a four-point scale. Quotations Example category Applications Subcategory Save/ retrieve Bind Onboard Criteria -2 Apply but not bind. -1 Apply, save, retrieve, and share. Bind. Online account enroll Scale

We measure how well the mobile service supports the customer journey

Agenda Why does mobile matter to auto insurance customers? What is the methodology behind Forrester’s Mobile Functionality Benchmark? Which firms stood out and for what? How are US auto insurers applying best practices?

So how did they do?

Most firms reviewed comfortably exceeded our minimums 50 Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Buying showed the biggest gain from 2014; service features biggest drop 50 2014 68.6 62.7 65.6 75.0 55.3 N/A 83.3 Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Policy management showed most consistent performance; service features the least Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Windows phone support boosted State Farm and USAA for range of touchpoints 50 Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Geico and USAA stand out in new category — log-in and enrollment — with perfect scores 50 Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Newcomer MetLife excels in mobile sales; strong performance even for agent-centric carriers 50 Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Mobile policy management continues to show strong over-performance for all 50 Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Claims leaders simplify, shorten, and speed claims processes through mobile services 50 Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Allstate continues strong lead in service performance, but category continues to lag 50 Source: “2015 US Mobile Auto Insurance Functionality Benchmark” Forrester report

Agenda Why does mobile matter to auto insurance customers? What is the methodology behind Forrester’s Mobile Functionality Benchmark? Which firms stood out for what? How are US auto insurers applying best practices?

Metropolitan Life Insurance demonstrates the growing adoption of Touch ID by auto insurers Image source: MetLife iPhone application

Nationwide merchandises coverage, services to promote member benefits Image source: Nationwide mobile site

Both GEICO and USAA feature easy-to-access document wallets to hold auto IDs and other content Image source: GEICO and USAA iPhone apps

GEICO offers a wide range of help options to help customers find what they need Image source: Geico iPhone app

The Hartford Financial Services offers a low-effort quote option that requires no personal information Image source: The Hartford Financial Services mobile site

Esurance riffs on a motoring theme with its express lane and scenic route quote options Image source: Esurance mobile site

Farmers makes customers smarter during processing time Image source: Farmers iPhone app

Allstate Insurance mobile onboarding reinforces agent value when it comes to service Image source: Allstate Insurance

MetLife mydirect displays pending transactions on the account summary page Image source: MetLife mobile site

Progressive’s policy information also includes loyalty program status Image source: Progressive iPhone app

Progressive customers can view a breakdown of loyalty rewards benefits Image source: Progressive mobile site as displayed on tablet

Liberty Mutual Insurance details the claims process and what to expect Image source: Liberty Mutual Insurance iPhone app

Nationwide’s mobile agent locator offers after hours support and customer ratings Image source: Nationwide mobile site

Bright ideas we didn’t expect, but which may make their way in next year Liberty Mutual’s “home” navigation button Allstate Insurance and The Hartford Financial Services’ Quick Estimates GEICO and USAA’s wallet document “vault” GEICO’s capacity filter in its repair shop finder Liberty Mutual Insurance’s PayASAP and Apple Pay Nationwide’s partial payments option

The relentless pace of change demands continuous mobile innovation.

Get ahead of your customers’ mobile expectations by: Looking for opportunities to create and deliver new value to customers. Increasing the quality and flow of new ideas. Experimenting small and often. Defining your role in a wider ecosystem of value. Using context to cultivate next-generation offerings. Sweating the micro moments.

What’s coming next for the mobile insurance playbook?

What about next year’s benchmark?

Announcing the Digital Insurance Strategy Playbook

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Mobile Mind Shift Index Functionality Benchmark Assessing your current mobile experience Mobile Mind Shift Index Maturity Assessment Functionality Benchmark How ready are your customers and employees to engage with your company on their mobile devices? How equipped is your company to engage its customers or employees in their mobile moments? Who are my competitors and what are they doing?

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Ellen Carney +1 617.613.6328 ecarney@forrester.com Twitter: @EllenMCarney Audrey Blumstein +1 617.613.6475 ablumstein@forrester.com