Eurobarometer 2025: Consumer Trends in Insurance and Pension Services (European Insurance and Occupational Pensions Authority)

Summary

• Household insurance is the most widely owned policy type at 62%, followed by motor insurance at 57% and occupational pensions at 21%.p.1
• In the past two years, 37% of consumers bought insurance policies only in person or over the phone, while 24% purchased only online.p.1
• Only 30% of consumers would trust recommendations from non-human AI agents when selecting insurance or personal pension products.p.1
• A majority of 54% of respondents state they would be more likely to buy a pension product if it carries an official EU label.p.1
• Retirement confidence reaches 70% among consumers owning both an occupational pension and a personal pension product, compared to 42% for those without a private pension scheme.p.2
• Overall satisfaction with insurance claims handling stands at 62%, while 17% of respondents report being dissatisfied.p.2

Key insights

1. Combining an occupational pension scheme with a personal private pension product yields the highest retirement confidence at 70%.p.2
2. The primary concern regarding financial comfort in retirement is a lack of confidence in the state pension system, cited by 37% of non-confident consumers.p.2
3. An official EU label would positively influence pension purchasing decisions for 54% of consumers.p.1
4. Insurers command the highest level of consumer trust at 53%, slightly higher than pension funds at 52% and banks at 45%.p.2
5. Only 30% of EU consumers trust artificial intelligence agents for insurance or pension recommendations.p.1
6. The top reason for dissatisfaction with insurance claims handling is receiving a payout amount lower than expected, reported by 23% of dissatisfied policyholders.p.2