According to the latest American Customer Satisfaction Index (ACSI) Insurance and Mortgage Lenders Study, customers appreciate clarity, responsiveness, and human interaction amid change, as Rocket Mortgage maintained its leadership position after climbing 4% to an ACSI score of 83.
Founded in 1994 at the University of Michigan’s Ross School of Business, the ACSI measures customer satisfaction with more than 400 companies in over 40 industries, including federal government services, based on approximately 200,000 annual interviews.
Following Rocket Mortgage, Bank of America moved into second place as ranked by ACSI, following a 3% rise to 79. Chase, at 78, and Wells Fargo at 77, were both unchanged, and followed Bank of America and Rocket. Citizens Bank, which posted an ACSI score of 73 in its first year being reported in the mortgage lenders industry, ranked fifth.
Among those polled, mobile experience remains one of the industry’s strongest areas, with the quality benchmark steady at 82 and reliability up 1% to 81. Ratings for online tools are stable, with visual appeal unchanged at 74 and ease of use at 75. Both areas present opportunities for enhancement to better meet evolving user expectations. Several service and process-related metrics show slight gains. Fees and costs (69), call center satisfaction (73), and the mortgage’s ability to meet specific needs (75) all increase 1%. The loan officer’s ability to explain the loan process (78) and their overall knowledge (78) both improve 1%.
Those surveyed found that credit unions were their preferred lender of choice, leading the way with an ACSI score of 78, outperforming banks (74), and independent mortgage lenders (72).
Banks and credit unions deliver similar results across most customer experience metrics, typically scoring within one to two points of each other.
“The true industry leaders are those who meet people where they are and deliver seamless digital solutions without losing sight of the profound reassurance that human interaction provides, especially when it matters most,” said Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “The future of insurance and mortgage lending lies in blending technological convenience with personal connection, empowering customers to feel understood and supported through every experience.”
In the field of life insurance industry, among the top-performing companies, Mutual of Omaha tied for the lead at 80 with Prudential (down 1%), New York Life (unchanged), and State Farm (up 3%) all performing strongly. USAA, which provides insurance to military-affiliated individuals and families only, debuts in the industry with an ACSI score of 79.
MetLife slipped 1% to 78, matching the industry average and tying Allstate. AIG experiences the most significant decline, dropping 5% to a score of 77. MassMutual and Lincoln Financial also lost ground, sliding 4% and 3%, respectively, to 73 to finish last with Guardian Life.
The life insurance industry in 2025 presents a mixed picture for the customer experience. Digital products remain the highest-rated experience area, but mobile app quality slips 1% to 83 while mobile app reliability is unchanged at 83. Although preferences for digital-first, flexible policies and transparent pricing are reshaping the industry toward a more customer-centric model, service quality and approval speed remain imperative for the overall experience. Yet, both experiences drop-off some, with agent courtesy down 1% to 79 and policy approval speed down 1% to 80.
Military-affiliate USAA and State Farm continue to lead the property and casualty (P&C) industry in customer satisfaction. USAA improves 2% to an ACSI score of 85, six points ahead of State Farm, which scores the highest among providers that are not limited to military-affiliated consumers despite dipping 1% to 79.
Progressive scored the largest year-over-year gain, climbing 3% to 78. The company enters a three-way tie with American Family (unchanged) and Nationwide (up 1%). Geico (down 3% to 75), Farmers (down 5% to 73), and Travelers (down 8% to 72) all experience considerable losses — but still outperform Farm Bureau, which finishes last with an ACSI score of 71.
In a year marked by steep premium hikes, worsening storms, flooding, wildfires, and rapid technological transformation, customer experience metrics decline across the board. Speed of claims processing (73), call center satisfaction (76), and agent courtesy and helpfulness (72) all plummet 5%. The policy discounts and rewards metric declines 3% to 74, while mobile app quality and reliability both slip 2% to 81.
The ACSI Insurance and Mortgage Lenders Study 2025 is based on 12,691 completed surveys, and customers were chosen at random, and contacted via email between October 2024 and September 2025.
