Announcement of Gomez Insurance Company Website Ranking 2026

BroadBand Security has released the "Gomez Insurance Company Website Ranking 2026" on the Gomez website.

Insurance companies are actively promoting digital transformation (DX) to provide new customer value and expand their businesses in response to changing market environments and customer needs. Their websites are expected to serve as more than just information hubs; they are becoming essential pillars of digital marketing. A growing trend is the use of websites as seamless interfaces connecting users to offline services, such as consultation bookings with agents or accident support helplines.

In this year's survey, we revised our evaluation criteria to reflect the shifting role of websites in the insurance industry. Notably, we have integrated new evaluation elements such as accessibility and "technical SEO," which is critical for AI search compatibility. The evaluation is based on 211 criteria across two main categories: "Website Usability" and "Product/Service Information."

The top three companies in the overall ranking are as follows:
1st: Mitsui Sumitomo Insurance (9.01 points)
2nd: Sompo Japan Insurance
3rd: Tokio Marine & Nichido Fire Insurance

Overall, there is a strong tendency for post-contract procedures, such as checking or modifying policy details, to be completed online. However, digitizing the contract process itself remains challenging due to the need for seamless system integration with existing agents. Furthermore, while basic site structure and navigation are well-organized, many sites struggle with search functionality, and approximately half of the companies have not met basic technical SEO standards. Improving these aspects is recommended to prepare for the increasing importance of AI search.