Buying Home Insurance still comes down to trust

By Bill Martin
President and CEO of Plymouth Rock Home Assurance

Nearly half of new home and auto insurance policies are now purchased digitally, according to J.D. Power’s 2026 U.S. Insurance Digital Experience Study. The shift is changing how consumers shop for coverage, but buying a policy online does not necessarily mean managing the entire insurance relationship online. Customers may still turn to agents, insurance company representatives or other channels when they need help understanding coverage, making changes to a policy or navigating a claim.

Buying a policy is only one part of the insurance experience. After a policy is in place, homeowners may need to review their coverage, make changes as their circumstances evolve or navigate the claims process after a loss. Those interactions can happen through digital tools, insurer representatives, independent agents or a combination of channels. For homeowners with more complicated property needs, having access to someone who can explain how different options apply to their particular situation can be especially useful.

Here, Plymouth Rock Assurance examines how, as more of the home insurance buying process moves online, consumers must balance the speed and convenience of new technology while understanding what kind of human support will be available when they need it.

What AI can and can't do for you

Artificial intelligence can simplify parts of the insurance shopping process, particularly the quoting and answering routine questions. That shift is moving beyond traditional website chatbots, as insurers begin bringing quoting and other services into third-party AI platforms.

Privacy is another consideration as AI becomes a part of the insurance shopping process. The National Association of Insurance Commissioners (NAIC) is monitoring how AI and consumer data are used in insurance, including concerns around privacy, data security and third-party data and models. Before entering personal or property information into an AI tool, consumers should understand what information they’re providing and how it may be used.

But a fast quote isn’t the same thing as understanding whether a policy is right for you. A policy document or digital tool can provide information about coverage, but it can’t always account for every question a homeowner may have about their specific home or situation. J.D. Power’s 2025 U.S. Property Claims Satisfaction Study found that customers who found communication easy reported higher satisfaction than those who found it difficult. It also found that 82% of customers often interact with their insurer through communication channels they don’t prefer.

For consumers, digital and human interactions don’t have to be an either-or choice. Someone may want to research coverage and get a quote digitally, then turn to an independent agent for help evaluating coverage options based on their individual needs. Agents can also provide continuity after the purchase, helping with policy changes, answering questions as circumstances change and serving as a resource if a claim occurs. Others may be satisfied finding this information online or on their insurer’s website on their own. What determines a shopper’s next move, though, typically comes down to trust.

What this means for you as a shopper

Luckily, consumers today don’t have to feel pigeonholed into choosing one way or the other. In fact, according to a 2023 McKinsey study, 60% of shoppers switch between channels before making an insurance purchase, making it a normal part of the journey.

Given the variety of choices and options consumers face during the purchasing process, it’s important that shoppers consider what each stage can and cannot offer them.

For example:

You can often get a quote quickly.

Websites, apps and, increasingly, AI tools can make it possible to research coverage or receive a quote without waiting for a callback. That convenience can make the initial shopping process easier, particularly for consumers who already know what they need.

You still have the option to talk to a person.

Digital tools can make routine parts of the process easier, but consumers don't necessarily stay in one channel throughout their insurance journey. J.D. Power found that 22% of customers use multiple channels to find answers to the same question. Customers may move offline when they need detailed explanations or updates from a representative.

Buying "direct" doesn't necessarily mean going it alone.

How this works varies by insurer, but some companies allow customers to purchase a policy digitally and later connect that policy with an independent agent. That can give consumers the convenience of shopping on their own while preserving access to an agent who can help answer coverage questions, make policy changes and provide support through the claims process. For consumers whose needs become more complex over time, that continuity can be useful. If access to an agent matters to you, ask before buying whether purchasing directly affects your ability to work with one.

These options aren’t universal and vary by insurer and location. But they show how a “both/and” experience can work. Consumers can use self-service tools for speed and convenience, then turn to an independent agent or company representative for additional guidance. Understanding which options are available both when purchasing a policy and afterward can help consumers choose the experience that works for them.

A few questions worth asking

As AI tools become a bigger part of shopping for home insurance, it’s worth keeping a few questions in mind, no matter who you end up buying from:

Is speed the only thing being optimized?

A quick quote is convenient, but understanding what you’re buying also matters. In J.D. Power’s 2026 U.S. Property Claims Satisfaction Study, 34% of homeowners who filed a claim said their policy did not fully meet their expectations. Among the issues identified were inadequate explanations of coverage and insufficient opportunities to discuss estimates or settlements. Before buying, consider whether speaking with an independent agent would help you understand what’s actually covered, including dwelling coverage, personal property, liability and additional living expenses, rather than comparing policies on price alone.

Can you reach a real person if you need one?

Consider what happens after the digital transaction. An independent agent can be a resource beyond the initial purchase, helping you understand how coverage applies to your specific needs, make changes as those needs evolve and navigate questions that come up along the way. If you need to file a claim, an agent can also help you understand the process and what to expect. Before buying digitally, consider whether you’ll still have access to that kind of support when you need it.

Does going direct affect your options later?

Look at whether buying digitally changes the support available after the sale. Some insurers allow customers who purchase directly to later connect their policy with an independent agent, while others use different service models. If you value having an agent as a resource, find out whether choosing a self-service option upfront limits that choice later. The convenience of buying directly doesn’t necessarily mean giving up access to an agent as your needs change.

Technology can make the insurance shopping experience faster and easier than ever. But the experience doesn’t end when a quote appears on a screen. Consumers should also understand the coverage they’re buying, what support is available after the sale and whether they’ll have access to an independent agent who can help them navigate questions, changes or claims as their needs evolve.

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Buying home insurance still comes down to trust