Claims satisfaction among Canadian auto insurance customers has reached its highest level in years even as drivers grow more price-sensitive, a newly released study from Rates.ca has found.
The Rates.ca Annual Best Auto Insurance Study 2026 found that 81% of drivers who filed a claim in 2025 said they were satisfied with their claims experience, up eight percentage points from 2023. The study surveyed 14,676 Ontario auto insurance customers and measured performance across trustworthiness, claims handling, communication and product value.
“Providing good service is the cost of entry in the insurance business,” said Rates.ca chief executive Igal Mayer in a column included in the report. “Now that the claims process is back on track, consumers should look to other differentiators to decide whether an insurer is the right choice for their business.”
Mayer said insurers were increasingly being evaluated on factors beyond price, including digital communication tools and flexible coverage options. “Not all insurers will offer the same things, especially when it comes to digital communications, tailored products such as usage-based insurance or personalized coverage plans,” he said.
Despite improved service levels, price remained a dominant consideration for many drivers. The study found that 36% of respondents chose their insurer primarily based on cost, a share that continued to rise as premiums increased.
CAA Insurance Company ranked first overall for the third consecutive year, earning top scores for trustworthiness, product value and communication clarity. Intact Insurance placed second overall, with strong results in claims handling and customer engagement, while Northbridge Insurance Company led the claims satisfaction category.
The study also examined consumer awareness of usage-based insurance and found that while familiarity with telematics-based products increased, adoption remained limited. Drivers who used usage-based insurance reported high satisfaction with setup and perceived value, but most respondents said they had not enrolled in such programs.
Mayer said improving claims performance gave consumers an opportunity to reassess their coverage decisions.
“Making a habit of comparison-shopping insurers when buying a new policy or at renewal can make a big difference for consumers both in price and in coverage."
The annual study is the largest of its kind in Canada and drew data from broker partners serving more than 220,000 personal-line insurance customers in Ontario’s private auto insurance market.
