February 27, 2026
4 minute read
Despite evidence that customers are receptive to digital options for purchasing and managing contracts, recent NPS Prism findings reveal that auto insurance providers in Germany have been hesitant to move their processes online.
In the second quarter of 2025, only 25% of all new car insurance contracts and contract amendments in Germany were concluded or processed digitally, compared to 45% in the United States and 53% in the United Kingdom.
Compared to other countries, Germany is still relying on traditional channels for much of the contract purchase & management process, revealing an opportunity for providers who strengthen their digital offerings to reduce costs, boost efficiency, and distinguish themselves from competitors.
For purchasing and managing car insurance contracts, digital channels offer slightly higher Net Promoter Score (NPS) returns
Episode, or interaction-level, NPS is four points higher for customers who use a digital channel to purchase or amend their insurance contract versus a human one, meaning these customers are slightly more likely to recommend their provider based on their experience during this interaction.
The similarity in scores between human and digital channels demonstrates that providers don’t risk sacrificing a strong customer experience when they move contract purchase & amendment processes online, with customers actually showing a slight preference for the digital option.
Despite their relevance, the use of digital channels by German auto insurers has grown only slightly in recent years.
While more contracts are being purchased and managed online, growth has been relatively slow over the past four years. The digital share of new contracts and contract amendments rose from 23 percent in the third and fourth quarters of 2022 to just 25 percent in the second quarter of 2025. The slow growth of these channels suggests many insurers in Germany are still hesitant to invest in digital offerings, and that it is an area that needs greater prioritization in 2026 and beyond.
By providing efficient options for customers to purchase and manage their contracts online, providers can not only take advantage of the time-and-cost saving benefits of digital channels, but also strengthen NPS performance and distinguish themselves as technologically advanced to their competitors.
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