US Brand Spotlight - USAA

In the first edition of YouGov’s Brand Spotlight series, a monthly deep dive into the performance of brands across sectors, we focus on auto insurer USAA’s performance over the course of October.

USAA has finally expanded its SafePilot App across 37 states in the US. The app monitors its members’ safe driving habits to help them earn discounts and data from YouGov BrandIndex, which tracks the health of brands on a daily basis, shows that this move has done well for the auto insurer among consumers in market for insurance policy.

According to the data, USAA’s Word of Mouth score, which measures if consumers have been talking about a brand with their friends and family, rose from 10.3 on September 22 to 13.7 on October 23 (+3.4).

The auto insurer has been actively taking to its social media pages to motivate consumers to adopt safer driving practices through its #SafePilot campaign – including articles on making informed decisions as a driver.

USAA’s Consideration, which measures if consumers would consider acquiring a new insurance policy from the brand, also saw a rise of 6.7 percentage points – from 11.6 on September 22 to 18.3 on October 23.

It’s also worth noting that USAA’s Purchase Intent score, which asks consumers if they are likely to purchase an insurance policy from the brand, jumped from 4.9 to 11.9 (+7) between September 22 and October 23.

At a time when auto insurance rates continue to rise, USAA’s discounts have been beneficial for the brand.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. USAA’s Consideration score is based on the question ‘When you are in the market next to acquire a new insurance policy, from which of the following would you consider acquiring a new policy?’. Figures are based on a 2-week moving average. Learn more about YouGov BrandIndex.