With $100B at risk annually, auto insurance retention is at a breaking point. Learn why the "set it and forget it" model is failing. Data reveals that roadside assistance users are twice as likely to renew. Learn how to leverage this "moment of truth" to boost your NPS and drive long-term loyalty to pivot in a buyer's market.
Auto insurance has a retention problem—and it’s getting worse.
Policy shopping is at record highs. Nearly half of U.S. drivers now shop their auto insurance at least once a year. Switching is easier than ever, trust in pricing models is eroding, and customer loyalty is increasingly fragile. In this environment, insurers are chasing retention through pricing, discounts, and product tweaks—often at the expense of margin.
But what if the strongest retention lever insurers already have isn’t a new product at all?
What if it’s a benefit that already exists on millions of policies—one that customers consistently love, recommend, and remember long after the experience ends?
Our new white paper explores a counterintuitive truth: roadside assistance may be the most powerful—and most misunderstood—retention driver in auto insurance today.
It’s tempting to blame churn on cost alone. Rates have fluctuated wildly over the last few years, and many consumers already believe insurance pricing is unfair. But price volatility is only part of the story.
The deeper issue is engagement.
Auto insurance remains largely transactional. For most policyholders, meaningful interaction with their insurer happens once or twice a year—often during renewal, and often tied to frustration. Unlike banking or retail, there are very few positive moments to build trust or emotional loyalty.
And yet, one of the highest-frequency, lowest-cost customer interactions insurers offer is sitting right there—largely untapped.
Inside claims departments, roadside assistance is often viewed through the lens of cost or complaints. Outside of them, many teams barely think about it at all.
That’s a mistake.
When a driver is stranded, stressed, or unsafe, roadside assistance becomes a defining “moment of truth.” It’s one of the rare times an insurer can deliver immediate, tangible value—without debates over fault, coverage complexity, or deductibles.
The data tells a story most insurers don’t expect:
In fact, roadside consistently outperforms higher-cost services like glass repair and even accident claims when it comes to customer sentiment.
This isn’t anecdotal goodwill. It’s a measurable loyalty engine.
Because most customers don’t actually use it.
Nearly 70% of drivers say they know they have roadside coverage, yet fewer than 1 in 5 actually use it when a roadside event occurs—even though half of all drivers experience a roadside issue every year.
This gap isn’t accidental. It’s driven by persistent misconceptions:
The result? Customers pay for a benefit they hesitate to use—and insurers miss repeated opportunities to create positive, loyalty-building experiences.
When a policyholder manages a roadside breakdown on their own, the loss is deeper than just a missed service call—it’s a missed opportunity to anchor your brand in a meaningful, emotional way. These events represent the defining "moments of truth" where trust is either solidified or left on the table.
Without that supportive interaction, the relationship stays purely transactional. This shift is critical because it means that when renewal time rolls around, the customer is far more likely to focus on price rather than the overall value of your partnership.
Furthermore, when there is a gap in communication about these benefits, drivers often feel they have no choice but to attempt unsafe DIY behavior or pay for expensive out-of-pocket tows. These experiences don't just create immediate frustration; they can lead to a long-term decline in satisfaction and a diminished perception of the protection you provide.
Roadside assistance only drives retention if customers:
1. Know they have it
2. Trust that using it won’t hurt them
3.Can access it effortlessly in the moment
Our white paper outlines a clear, practical framework for closing the awareness gap—starting at onboarding, reinforced through seasonal touch points, and amplified after a positive roadside event occurs.
This isn’t about marketing noise. It’s about making one of your most valuable benefits memorable.
Retention isn’t won at renewal alone—it’s earned in the moments customers actually remember.
Roadside assistance is one of the few experiences that allows insurers to deliver pure value, reduce stress, and create advocates without competing on price. Yet most carriers are leaving that advantage on the table.
Read the full white paper to see: