BOSTON, Oct. 08, 2026 (GLOBE NEWSWIRE) — New research commissioned by Hi Marley, the Intelligent Communication Platform for P&C Insurance, reveals that policyholders welcome AI-powered conversational tools if they make the service experience faster, easier and more convenient, but preserving access to a human is non-negotiable.
Hi Marley’s latest Voice of the Policyholder Survey captures insights from 500 U.S. homeowners, renters, and auto insurance policyholders who had a policy or billing service interaction with their carriers over the past six months. Those interactions included making payments, changing policies, requesting documents, or asking questions about their policy, coverage, or bill. The results highlight customers’ changing service expectations and preferences, including growing comfort with AI-supported service.
According to the survey, 75 percent of respondents are comfortable using AI-powered conversational tools for insurance service requests, and 62 percent who used these tools in the past year described the experience as easy. While policyholders are receptive to AI when it delivers accurate, helpful answers and resolves their issues quickly, one-third would consider switching if they could not reach a live person when needed.
Together, the data shows that as policyholders become more comfortable with AI-supported interactions, carriers can enable fast, low-friction service for routine needs while preserving access to knowledgeable representatives for more complex situations.
“Access to a human is second only to accuracy in shaping how comfortable policyholders feel with AI-powered tools,” said Alex Burgess, VP Industry Strategy at Hi Marley. “Policyholders are telling us they’re ready for AI, as long as it gets them to an answer faster and a person is there when they need one. Accuracy is the biggest factor in how comfortable they feel with these tools, and access to a human is right behind it. The carriers that win on service will use AI to take the effort out of routine requests and give their teams the context to handle the complex ones well.”
Additional key findings include:
- Conversational continuity is important. Policyholders expect carriers to retain their history and context across channels, so each interaction builds on the last. Thirty-seven percent of respondents would consider switching carriers if they had to repeat their questions several times to get answers, and 36 percent would consider switching if they had to work with multiple people to make a policy change.
- Policyholders value channel flexibility. More than one-quarter would consider switching carriers if they could not use their preferred communication channel to complete their service request. However, no single method satisfies every need. For example, phone is the most popular channel for policy or coverage questions (47 percent) and billing questions (38 percent). In comparison, consumers prefer digital self-service channels like a mobile app and web portal for routine interactions such as paying a bill (44 percent).
- Text messaging represents an untapped opportunity. While policyholders are comfortable texting, relatively few use text to reach their carrier today, pointing to an opportunity to expand this channel. “Fifty-three percent of respondents have used text for professional services in the past 12 months, and 75 percent described the experience as easy, higher than both web chat and conversational voice AI tools.
- Speed is the most important factor in service interactions. But speed is about more than a quick response: policyholders want to resolve their issues with minimal effort. Sixty-seven percent of respondents rank speed of resolution among the three most important factors when choosing a service channel, followed by short wait times (49 percent).
In 2026, fast, flexible and connected service is both a competitive differentiator and a meaningful driver of loyalty. The research findings can help carriers rethink their communication strategies and implement AI-supported service in ways that strengthen trust, improve operational efficiency and build lasting customer relationships.
To explore the complete findings, download “Meeting the New Standard for Customer Service: Voice of the Policyholder 2026 Survey Report”.
About Hi Marley
Hi Marley is the Intelligent Communication Platform for P&C Insurance. Founded in 2017 and headquartered in Boston, Hi Marley helps carriers deliver better insurance experiences through communication that is simple, connected, and built for the way P&C teams work. Trusted by more than 130 carriers, including 4 of the top 10, Hi Marley connects carriers and the insurance ecosystem in a single conversation, applying AI responsibly to reduce friction, move work forward, and support policyholders when it matters most.
Contact:
Escalate PR for Hi Marley
himarley@escalatepr.com
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