Auto insurance satisfaction in Canada has rebounded, with 81% of claimants reporting positive experiences with their insurers’ claims processes in 2025, according to the Rates.ca Annual Best Auto Insurance Study 2026.
This eight-percentage-point increase from 2023 marks a recovery from pandemic-era supply chain disruptions that hampered claims processing in 2022 and 2023. The study, conducted by Pollara Strategic Insights, surveyed 14,676 auto insurance customers across Ontario between Aug. 25 and Sept. 23, 2025.
“This year’s study highlights that auto insurers are leveraging new technologies and processes to get better at delivering quality claims service,” Craig Worden, president of Pollara Strategic Insights, said. “Consumers have high expectations when filing a claim, and insurers have listened.”
CAA Insurance Company topped the rankings as Best Overall insurer, followed by Intact Insurance and Northbridge Insurance Company/Zenith Insurance. CAA also secured top positions in the Most Trustworthy, Best Product & Value, and Best Communication & Clarity categories.
For claims experience specifically, Northbridge Insurance Company/Zenith Insurance ranked first, with Intact Insurance and Aviva Insurance placing second and third, respectively.
The study revealed shifting consumer priorities. Price sensitivity increased, with 36% of respondents choosing insurers based on the lowest price, a three-percentage-point rise from 2024. This trend reflects ongoing economic uncertainty affecting Canadian households.
Generational differences emerged in communication preferences. While 80% of Baby Boomers initiated claims by phone, only 63% of Gen Z respondents did so. Younger consumers increasingly preferred digital channels, including email, apps, websites, and online chat for both filing claims and receiving updates.
Satisfaction improved across all measured aspects of claims service, including responsiveness and processing times, indicating the industry has largely resolved the operational challenges that plagued it during the pandemic.
“Claimants are more satisfied with all aspects of the claims process than they were three years ago, especially in terms of communications and ease of reaching representatives,” Worden said.
Usage-based insurance (UBI) showed mixed results. While 96% of UBI users found the technology easy to set up and 88% planned to continue with such policies, overall adoption remained low despite growing familiarity across age groups.
The study contacted customers from five leading insurance brokerages serving more than 220,000 personal line insurance customers across Ontario, Canada’s largest private auto insurance market. Researchers identified underwriting carriers by policy rather than customer recall to ensure accuracy.
