For today’s insurance consumers, affordability is no longer just a concern; it is one of the biggest drivers behind coverage decisions, shopping behavior, and carrier loyalty. 

After several years of premium increases, customers are paying closer attention to the cost of insurance and actively looking for ways to manage rising expenses. While insurance shopping has slowed somewhat, carrier switching remains elevated as consumers seek better value. At the same time, more people are turning to AI tools for help researching coverage and comparing options. 

Recent research from J.D. Power and TransUnion shows that affordability concerns, shifting shopping habits, and growing AI adoption are changing how consumers buy insurance, creating both challenges and opportunities for independent agents. 

The key message for agents is simple: affordability conversations are no longer optional. Clients are actively comparing price, coverage, and convenience, and many are using AI tools to shape their decisions before they ever contact an agency. That makes proactive advice, timely renewal reviews, and plain-language coverage guidance more important than ever. 

Consumers Still Switching for Better Value 

Although shopping activity eased in Q2 2026, switching activity increased across auto, home, and renters insurance. Consumers are becoming more intentional. When they find meaningful savings or a better value proposition, they’re willing to move their business. 

The reason is simple insurance costs have become a larger part of the household budget. Consumers are asking: 

• Can I lower my premium without giving up important coverage?
• Would a higher deductible make sense?
• Is bundling still the best value?
• Am I paying more than necessary?

For agents, these questions create opportunities to educate clients and demonstrate value beyond price alone. 

What Ohio Agents Should Be Watching 

Affordability concerns are impacting every region, but the Midwest has seen some of the strongest increases in shopping activity as premiums rise in markets that historically experienced more stable rates. 

For Ohio agents, this means some customers who may have renewed automatically in the past are now taking a closer look at their coverage, their premiums, and whether they have the right fit. That creates new business opportunities, but it also raises the stakes for retention. Across the country, shopping activity tends to increase when consumers experience: 

• Significant premium increases
• Inflationary pressure on household budgets
• Carrier withdrawals or reduced market availability
• New underwriting restrictions
• Concerns about affordability

Proactive policy reviews, bundling discussions, and coverage conversations can help agents retain clients while uncovering new opportunities. 

Agents can make these conversations more helpful by asking practical questions during renewal reviews: Has anything changed in the household, property, mileage, drivers, or coverage needs? Are there deductible options that fit the client’s budget and risk tolerance? Are discounts, bundling opportunities, or payment plans available? Has the client used an AI tool or online quote comparison that needs to be reviewed for accuracy? 

AI Is Becoming Part of the Buying Process 

One of the biggest shifts in insurance today is the growing use of AI. According to J.D. Power’s Q2 2026 AI Insurance Experience Study: 

• 34% of consumers used AI tools offered by insurers.
• 33% used third-party tools such as ChatGPT, Microsoft Copilot, or Google Gemini.
• 37% made a policy change after receiving AI-assisted guidance.
• 68% followed at least some AI recommendations.

Agents should also remind clients that AI-generated insurance information may be incomplete, outdated, or too general for their specific situation. A tool may explain a coverage concept, but it may not account for state-specific rules, carrier underwriting guidelines, exclusions, endorsements, claims history, or the client’s full risk profile. 

Human Advantage 

While AI can provide general information, it cannot fully understand a client’s unique risks, financial goals, claims history, or future needs. That’s where independent agents continue to stand out. 

The most successful agents will not compete with AI. Instead, they’ll help consumers interpret the information they’re receiving and apply it to their personal situation. Agents can validate accurate information, correct misconceptions, explain trade-offs between price and protection, and uncover coverage gaps that technology may miss. 

The Bottom Line 

Affordability is now central to how clients think about insurance. Consumers are comparing options more carefully, using AI tools more often, and looking for ways to control costs without losing the protection they need. 

The opportunity is to meet clients earlier in the decision process, before frustration over price turns into shopping or switching. Agents who lead with guidance can help consumers weigh savings against protection, understand what AI tools may miss, and make coverage decisions with more confidence. 

Call to Action  

Do not wait for customers to call with concerns. Build affordability conversations into renewal reviews, coverage checkups, and policy-change discussions. Ask questions, explain trade-offs, and help clients compare their options before price alone drives the decision. 

In a marketplace increasingly shaped by technology, your expertise remains the difference between information and advice. Agents who combine digital tools with a human touch will be better positioned to deliver the personalized guidance clients cannot get from AI alone. 

If you would need additional information, contact Jeanie Giesler Resource Center Advisor for the Ohio Insurance Agents Association at jeanie@ohioinsuranceagents.com or phone 614-552-3054. 

Legal Disclaimer: This material is intended to provide you with general background and insight. The material does not constitute, and should not be regarded as, legal advice regarding any particular facts, circumstances, or issues. This material is not intended to serve as a substitute for legal counsel, and we advise you to contact legal counsel for specific analysis, drafting and advice.  

More Information: Seek your trusted advisors Attorney, Banker, and CPA that your legal and financial interests are adequately protected. The information provided in this publication is not intended to be a substitute for legal advice. You should consult your legal counsel and make certain that you are in compliance with state law. These laws and rules are subject to change. If you have more questions about this guide, you can contact: OIA at (800) 555-1742 for the most up-to-date information.  

About the Author

Jeannine Giesler, CISR, CPIA, and past President of the OIA Board of Directors, Foundation for the Advancement of Insurance Professionals, currently serves as Resource Center Advisor for the OIA. The purpose of the Resource Center is to contribute to building a comprehensive library of resource materials for our members. We pride ourselves on being the one-stop shop for all OIA members and work to solve every problem or situation you may come across.