New industry report: Analysis shows significant need for the insurance industry to catch up with Google reviews

For the study, the Google reviews of 1,820 agencies of Swiss insurance companies were analyzed, including health, property & casualty, life, and non-life insurers. The results are clear: action is needed.

Online reviews present both opportunities and risks

Current studies show that 97 percent of consumers rely on online reviews when making purchase and decision-making processes. 83 percent specifically pay attention to Google reviews. For younger generations, these reviews are often the first contact with a brand, but older target groups are also increasingly factoring them into their decisions. At the same time, AI-powered search and recommendation systems are gaining importance. Google reviews are among the most important publicly available data sources for these systems. Companies with many current and authentic reviews strengthen their digital visibility—even without paid advertising.

The report also highlights the downside. More than half of all insurance agencies have fewer than 15 reviews. This small data base does not allow for reliable conclusions about customer satisfaction at these agencies and leads to many providers being virtually invisible digitally or disproportionately affected by individual negative reviews.

Where reviews are available, satisfaction prevails

Where there is a sufficient number of customer feedback entries, a clearly more positive picture emerges. Over 70 percent of insurance agencies achieve a rating of “good” or “very good.” This shows that customers are generally satisfied but rarely leave reviews spontaneously, as positive experiences are taken for granted.

One agency stands out in the analysis: CONCORDIA Agency Mutschellen in Berikon, which achieves 5.0 stars from 171 reviews and is thus the highest-rated agency across all categories.

Differences between insurance types

The analysis shows clear differences between insurance types. Property & casualty insurers perform best overall: 231 locations achieve a “very good” rating, with an average of 4.14 stars. Notably, Die Mobiliar is strongly represented, with 11 locations among the top 20. Health insurers are highly polarized, with many very good but also numerous poorly rated agencies, averaging 3.7 stars. Life insurers achieve high average ratings of 4.37 stars, mainly driven by Swiss Life. Non-life insurers show the greatest variation, with some high review counts but a very low average rating of only 1.54 stars.

The best insurers in Switzerland

In addition to individual locations, the report also analyzes the weighted overall rating of all agencies. Health insurers such as Visana, Concordia, and SWICA perform particularly well. Among property & casualty insurers, Die Mobiliar, Allianz, and AXA lead. These institutions are not only strong at individual points but structurally, demonstrating consistent quality and review management.

Conclusion: Active review management is no longer a “nice-to-have”

The Insurance Switzerland Report clearly shows: Google reviews are a strategic lever for visibility, trust, and customer acquisition. They influence search engine rankings, purchasing decisions, and increasingly AI recommendations. Prof. Dr. Marc K. Peter from HES-SO Valais-Wallis emphasizes in the report: “Online reviews support a company’s credibility and build trust. Companies should therefore invite their customers to share their experiences to gather a high number of online reviews and build their online reputation.”

Insurance companies that systematically invest in active review management secure a sustainable competitive advantage. Those who remain inactive risk digital invisibility and reputational loss.

About the hypt Report – Insurance Switzerland 2026

The hypt Report is based on a comprehensive analysis of Google reviews from 1,820 insurance agencies in Switzerland (data as of December 2025). The report aims to create transparency about the online reputation of the industry and derive concrete recommendations for marketing, communications, and customer experience. The report is available for free and can be downloaded here.