Who is responsible for buying insurance in the household?

Insurance might not be the most glamorous household topic, but someone has to take care of it. And according to data from YouGov CategoryView, who that “someone” is depends heavily on income and gender.

Start with the lower income group, defined here as those earning less than 75% of the median income. Most people in this group say that when it comes to insurance, it’s a solo task. Around two-thirds of men (65%) and women (63%) in this bracket say they have sole responsibility for buying insurance. Just under a quarter say it’s shared. That leaves a relatively small group who say they have no responsibility at all - 12% of men, and 14% of women.

Things look different in the middle-income bracket – those earning between 75% and 200% of the median. Fewer people in this group say they take sole charge of insurance, and more say it’s a joint effort. Some 56% of men still say they handle it alone, but that number drops to 43% for women. Meanwhile, women in this group are more likely than men to say they share the responsibility (45% compared to 38%). They’re also more likely to say they’re not responsible at all (12% vs. 6%).

Among those earning more than double the median income, the divide becomes more pronounced. Just half of high-income men (51%) say they’re solely responsible for buying insurance, while only 30% of women say the same.

Instead, 53% of high-income women say insurance decisions are made jointly – more than any other group. But they’re also more likely than men to have no role in the process at all (17% vs. 5%).

It’s not just about who earns more or who handles the bills. Insurance responsibility seems to shift depending on household structure, income level, and potentially life stage. In lower-income households, the role often sits squarely on one person’s shoulders. As income rises, collaboration becomes more common but so does the gender gap.

For insurers, marketers, and policymakers, the message is simple: don’t assume there’s a one-size-fits-all decision-maker. The data shows a more nuanced picture and understanding who’s really making the call on coverage might be the first step in reaching them.

Methodology: YouGov Financial Services CategoryView collects data on brands & consumers across the US every month. The data is based on the interviews of more than 45000 American adults aged 18+ between March 2024 and March 2025. Learn more about YouGov Financial Services CategoryView.