Survey says: your customers want to buy insurance from brands they already trust. VIU by HUB is elevating that experience.

In today’s business landscape, brands are increasingly offering access to complementary services that enhance customer experience. Solving multiple customer needs in one seamless experience gives people the convenience they crave and more time to focus on what they want to do, not what they need to do. Buying and maintaining insurance, for example.

Did you realize three in four consumers would consider buying insurance from a brand they already trust? That’s what we heard from more than 1,600 adults in the U.S. with home and auto policies via the VIU by HUB Insurance Experience Survey, a survey conducted online by The Harris Poll in June 2026.

Fortunately, it’s easier than ever for you to expand your business’s digital platform with an embedded insurance offering, as many auto manufacturers, credit unions, banks, property management companies, and other product and service brands have realized. Embedded insurance creates an opportunity to increase business revenues while growing customer loyalty, without adding operational burden or complexity.

Insurance is your next growth channel

The cross-selling opportunity that comes from embedding an insurance platform into your business can no longer be overlooked. Offering insurance options to your customers as part of their journeys, whether at sale closing or during relevant moments of your ongoing relationship, builds trust that compounds.

Partnering with an insurance broker that delivers a range of carrier options and proactive insurance support makes that relationship stickier. In fact, according to the VIU by HUB Insurance Experience Survey:

• 77% of policyholders would be likely to get their home or auto insurance through a company they already do business with, such as a bank, mortgage lender or car manufacturer, if that company connected them with a licensed insurance professional to manage their coverage.
• 57% of policyholders say their trust in a company they already do business with would increase if it connected them with a licensed insurance professional who monitored their home or auto coverage, alerted them when something needed attention and guided them through changes.
• 61% of millennials say proactive insurance support would increase trust with the brand itself.

The takeaway? The best insurance partner for your brand is already delivering choice, carrier-neutral advice at scale, and preparing to do so proactively.

Proactive relationships are the future of insurance

Today, policyholders generally hear from their insurance provider at three moments: when they purchase their policy; when they’re alerted that the same policy is auto-renewing; and when they file a claim.

All three of these situations are reactionary and transactional. Meanwhile, banks flag potential overdrafts. Cars alert drivers when it’s time to change the oil. Hotels customize offers based on travel habits. Netflix recommends what you should watch based on your viewing behavior.

Those are signs of a proactive relationship, and it’s time for insurance carriers and brokers to deliver these moments as well – to take more actions that show customers someone is watching out for their best interests.

According to the VIU by HUB Insurance Experience Survey, 88% of policyholders would value an insurance provider that proactively flags when their coverage no longer fits their life, without having to ask. But nearly 3 in 5 (56%) say their provider hasn’t proactively reached out in over a year or aren’t sure it ever has.

Consumers clearly want a better insurance experience, one where insurance monitors proactively and reaches out with personalized advice that helps deliver better protection ahead of life changes - before they ask, before something goes wrong.

Think about a home renovation. It’s exciting. But in the event of property damage after the renovation, the replacement cost of a new kitchen and master bath can go far beyond the limits of a policy that wasn’t revisited before construction. The same pattern shows up in auto. A new driver on the policy, a second vehicle, a longer commute. The coverage quietly stops matching the needs of the customer and their life.

What if their insurance provider delivered ongoing education? What if it could anticipate remodeling based on customer behavior or trends over time, and proactively shared four policy options that better suited their needs? A push notification, a message in an app, an email alert, a licensed advisor to answer complex questions. Proactive advice could have protected their financial wellness.

Where is embedded insurance going next?

At VIU by HUB, the power of AI to generate quotes from multiple carriers, combined with the personalized attention of experienced, licensed insurance advisors who provide carrier-neutral advice, exists today. We’re proud of this offering and all it delivers.

Moving forward, it will be even better.

Our survey data affirms there is a monumental opening for the insurance ecosystem to turn accessible customer intelligence into customer value. This ecosystem includes strategic distribution partners—such as financial institutions, OEMs and e-commerce — that embed insurance platforms into their business models. In the near future, customers using VIU by HUB’s platform through your business will have their coverage reviewed continuously, with options from our carrier partners surfaced before the customer has to ask.

“Our next step is better leveraging our intelligence, technology and licensed experts to proactively alert consumers, every year or more, to the coverage options that best fit their needs today,” said Bryan Davis, president of VIU by HUB. “They don’t want to ask whether their coverage is optimal. The data makes clear they want a relationship where insurance navigates, and we’re going to make it happen.”

VIU by HUB helps your customers get ahead of life changes before those changes turn into financial exposure, flagging underinsurance and costly premiums early. That protection runs through your brand, which is what turns it into trust and long-term retention for you.

“The relatable takeaway is that people want relationships, not situationships,” said Davis. “It’s time for customer service in insurance to go beyond responding only when asked for help or when something goes wrong. It should be attentive and thoughtful, proactively reaching out with solutions and guidance. Everyone wants to be noticed and protected for how they’re living today, not for what their life looked like two years ago.”

So, who is capitalizing on this? That’s up to you.

Contact [email protected] to learn how a partnership with VIU by HUB helps you deliver the insurance experience your customers are asking for.