Buyers Want Seamless Insurance Purchases

Most buyers age 45 and under want to buy insurance when they buy vehicles, according to Polly survey.

Nancy Dunham, Principal Analyst/Retail

January 18, 2024

1 Min Read
Insurance options for automobile buyers open a revenue stream for dealers.Getty Images

Auto dealers who don’t offer insurance options for their customers may want to rethink that decision.

A survey by Polly, an embedded insurance company that works with dealers and other companies to bundle their products, shows four out of five respondents -- including 80% of those age 45 and under -- believe insurance should be part of the car-buying experience. 

“Our embedded auto insurance study reveals that Millennials and Gen Z aren’t just looking for vehicles; they’re seeking a holistic buying experience that includes insurance,” says Mike Burgiss, Polly’s chief marketing officer. “The research is clear: consumer demand for integrated solutions is not a passing trend. It’s a new norm.”

Other findings from the survey:

– Car buyers want options on how to buy auto insurance. The study found 82% of respondents would make such purchases through their smartphones.

– The majority of respondents ages 45 and under – 77% – know they can shop for insurance with apps on their smartphones.

– Embedded insurance for purchases other than autos was made by 83% of survey respondents ages 45 and under.

Polly will exhibit Feb. 1-4 at the NADA conference in Las Vegas. The company’s booth number is #7338N.


About the Author(s)

Nancy Dunham

Principal Analyst/Retail, WardsAuto

Nancy Dunham became an auto journalist more than twenty years ago. She has worked as an editor and writer for the National Automobile Dealers Association, US News & World Report, CarFax, and various newspapers in Washington, D.C. and Baltimore. Her work also appears in Costco Connections, AARP, the New York Times, Rolling Stone and other publications.

Before specializing in automotive retail journalism, she was a newspaper reporter, magazine editor and publisher.

She lives in Tucson, Arizona, with her three beloved cats.

Contact her at [email protected] or

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