How insurance brands stay top of mind when it matters most

People rarely begin an insurance policy search with a blank slate. By the time they’re comparing quotes, many have already decided which brands feel familiar, credible, and worth considering. Those perceptions take shape over years, long before renewal notices or life events put someone in-market. 

To better understand how consideration sets are shaped, The Trade Desk Intelligence partnered with PA Consulting to analyze the factors influencing consumers’ perceptions of insurance brands. Findings from the study, which includes a survey of 1,500 people in the U.S. in the market for a new home or auto insurance policy, reveal 1 in 3 consumers had long considered a brand before they were actively looking to purchase a new insurance plan.¹ Explore more findings below to understand the keys to unlocking long-term brand familiarity. 

_Source: 

_{1. The Trade Desk Intelligence and PA Consulting, Insurance Priming Journey, U.S., n=1,519, November 2025.}