2026 Insurance Industry Report
Six openings no home and auto carrier has claimed.
Every major carrier already has awareness. None of them owns the moment customers actually choose. Our Q2 2026 report maps six decision moments still up for grabs across State Farm, Progressive, Geico, Allstate, Travelers, and Farmers, and shows where each brand can move first.
From the report
Section 02 — The state of the category
BlueOcean Q2 2026 Insurance Cohort Report — excerpt
Key patterns
What the report reveals
Awareness stopped separating the field.
The most known carrier in the cohort leads awareness by 16 points. That lead shrinks to three points on trust and disappears entirely on distinctiveness.
The spend is chasing the wrong layer.
More than half a billion dollars of offline media in a single quarter, and the most distinctive carrier in the cohort spent almost none of it.
Six decision moments have no owner.
Real customer demand, and no carrier credibly claiming it. Ranked by how open each still is and how fast it is closing.
Every carrier has a different move.
The opening each brand is best placed to claim in Q3, based on where it actually stands, not where it spends.
See the six openings before a competitor claims one
The full Q2 2026 report: six unclaimed decision moments, ranked by how open each still is, with the carrier best placed to claim each one.
What’s inside
Framework scores for all six carriers on awareness, distinctiveness, trust, and more
Where more than half a billion in Q2 media spend actually went, and what it bought
Six unclaimed openings, ranked by how open each still is
One recommended move per carrier, matched to where each actually stands
Side by side: generic AI versus BlueOcean Spark on real insurance questions
We took exactly the same prompt to ChahGPT 5.5 Thinking and to BlueOcean Spark, for each of the below marketing personas. The difference real brand and market context makes speaks for itself.