Opening a car insurance bill has become increasingly stressful for many drivers. According to Insurify, the average full-coverage auto insurance premium jumped to nearly $2,300 by the end of 2024, up from just under $1,600 at the end of 2022. While prices have stabilized since then, many consumers are still searching for ways to save without compromising on service or reliability.
However, price isn’t the only frustration for policyholders. A recent survey by Arity found that drivers are often annoyed by rates that appear based more on demographic factors than actual driving behavior.
One way to evaluate insurers is by examining their customer retention rates. Consumer Reports surveyed more than 40,000 members about their auto insurance experiences, asking whether they had switched providers in the past five years. The organization then calculated a ratio of clients lost versus clients gained for each company. The results highlighted five insurers losing significantly more customers than they gained: Nationwide, Farmers Insurance Group, Kemper PC Companies, GEICO, and Hanover Insurance Group.
Nationwide
Nationwide recorded the highest customer loss ratio, with almost 2.5 times more respondents leaving than joining. Founded in 1926, Nationwide once ranked as the sixth-largest auto insurer in the U.S. but fell off the top 10 list by 2024, holding less than 1.7% market share. Consumer Reports ranks Nationwide mid-tier among 36 insurers but notes poor scores for premium costs and non-claims customer service. Reviewers have cited slow responses and inadequate customer support as key reasons for the exodus.
Farmers Insurance Group
Survey participants reported leaving Farmers nearly twice as often as they joined. Farmers, established in 1928, has seen its market share decline from 5.9% in 2011 to just 3.8% in 2024. Consumer Reports ranks Farmers near the bottom of its 36-company list, citing high premiums, limited coverage options, and slow claims processing as major issues.
Kemper PC Companies
Kemper lost nearly twice as many customers as it gained, according to the survey. Consumer Reports places Kemper at the lower end of its 36-company ranking, noting poor scores for premium costs, coverage clarity, and policy options. Customer complaints also highlight a lack of communication during claims and weak overall service. Kemper operates in 10 states, including large markets like Texas, Florida, and California, and ranks as the 15th-largest insurer nationally based on written premiums.
GEICO
Berkshire Hathaway-owned GEICO, known for its iconic gecko mascot, also saw a high churn rate. Roughly six respondents left GEICO for every four who joined. Despite its brand recognition, Consumer Reports ranks GEICO in the lower quartile of 36 insurers, with issues in premium costs and policyholder guidance. Its market share dropped from 13.8% in 2019 to 11.6% in 2024.
Hanover Insurance Group
Hanover had the fifth-highest customer loss ratio, with just under six clients leaving for every four gained. Consumer Reports ranks Hanover in the lower half of its list, highlighting high premiums — 85% above the national average — and frequent post-claim rate increases. Founded in 1852 and writing auto policies since 1911, Hanover’s market share fell to 0.46% in 2024, and it did not appear in the top 25 insurers in 2025.
For drivers frustrated by rising premiums or poor service, these findings provide insight into which insurers may struggle to retain customers. Evaluating retention rates, customer service quality, and claims processing efficiency can help consumers choose coverage that balances cost and reliability.
