Poor Member Digital Experience Weighs Heavily on Health Insurers, J.D. Power Finds

Health insurance members across both commercial and Medicare Advantage plans are increasingly using their health plan’s websites and mobile apps as their primary conduits of communication, but the quality of these digital experiences is lagging far behind what they have come to expect from other industries they interact with digitally such as financial services, property and casualty insurance, and automotive finance. According to the J.D. Power 2025 U.S. Healthcare Digital Experience Study,^SM released today, the websites and digital apps provided by commercial member health plans and Medicare Advantage plans are routinely missing the mark on ease of navigation, ability to review coverage and several other basics of the digital experience.

“So many daily interactions with service providers are successfully managed digitally, resulting in continually higher customer expectations for a world-class digital experience,” said Eric McCready, director of digital solutions at J.D. Power. “However, health insurance providers have a lot of work to do to close the gap to other industries. The most important factors driving member satisfaction with mobile apps and websites include making it easy to find the information they need; providing clear explanations of deductibles and out-of-pocket spending; and offering intuitive navigational elements. Many plans are simply not delivering on those basics."

• Health insurance mobile app experience lags other service industries: On average, customer satisfaction with apps is 653 (on a 1,000-point scale) among commercial member health plans and 597 among Medicare Advantage plans. Comparatively, customer satisfaction with apps is significantly higher in three other industries in which J.D. Power conducts studies: full-service wealth management companies (794);¹ property and casualty insurers (700);² and automotive finance companies (672).³
• Digital experience affects satisfaction and intent to renew: Among commercial member health plan digital experiences in which overall satisfaction scores are 801 or higher, 58% of members are likely to have a much more positive impression of their employer. Among Medicare Advantage plan digital experiences in which overall satisfaction scores are 801 or higher, 85% of members say they “definitely will” renew with their current plan, which is more than double the intended loyalty rate for those digital experiences with scores of 500 or less.
• Missing basics of ease of use and navigation: The most important factor driving satisfaction with both commercial health plans and Medicare Advantage plans is ease of finding information needed. When that basic criterion is met, overall member satisfaction rises 83 points. Yet, health plans are failing to deliver that level of digital experience 39% of the time.
• Mobile apps show promise—when they work: The percentage of commercial health plan members who have used their insurer’s mobile app within the past year rises to 37% in 2025, up from 31% in 2024, and overall satisfaction is highest (636) among those who use the mobile app when compared with a website (607) or phone (607). However, when members have a poor digital experience, their likelihood of reusing that channel again in the future falls to just 27%.

Study Rankings

Cigna Healthcare ranks highest in satisfaction among commercial member health plans with a score of 683. Kaiser Foundation Health Plan (680) ranks second and Centene (664) ranks third.

UPMC Health Plan ranks highest in satisfaction among Medicare Advantage plans with a score of 687. UnitedHealthcare (650) ranks second and Cigna Healthcare (644) ranks third.

See the rank chart for each segment at http://www.jdpower.com/pr-id/2025035.

The U.S. Healthcare Digital Experience Study, now in its second year, measures satisfaction across five factors (in order of importance): visual appeal; navigation; information/content; speed; and telehealth. The 2025 study is based on evaluations from 6,259 members of the 15 largest Medicare Advantage plans and 15 largest commercial member health plans in the United States. The study was fielded from August through December 2024.

For more information about the U.S. Healthcare Digital Experience Study, visit https://www.jdpower.com/business/healthcare/healthcare-digital-experience-study.

About J.D. Power

J.D. Power is a global leader in consumer insights, advisory services, and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 55 years. The world's leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.

J.D. Power has offices in North America, Europe and Asia Pacific. To learn more about the company's business offerings, visit JDPower.com/business. The J.D. Power auto-shopping tool can be found at JDPower.com.

About J.D. Power and Advertising/Promotional Rules: www.jdpower.com/business/about-us/press-release-info

¹ J.D. Power 2024 U.S. Wealth Management Digital Experience Study
² J.D. Power 2024 U.S. Insurance Digital Experience Study
³ J.D. Power 2024 U.S. Automotive Finance Digital Experience Study

View source version on businesswire.com: https://www.businesswire.com/news/home/20250408725918/en/