Health insurance companies — particularly commercial and Medicare Advantage plans — are lagging behind other industries in digital experience, according to the 2025 J.D. Power U.S. Healthcare Digital Experience Study. As more members turn to digital platforms like mobile apps and websites for managing their health plans, the need for seamless and intuitive digital experiences is growing. However, health insurers are failing to meet member expectations, especially when compared to industries like financial services and automotive finance.
Key Insights: The study reveals concerning satisfaction scores for health insurance apps: 653 for commercial member health plans and 597 for Medicare Advantage plans, on a 1,000-point scale. These scores are significantly lower than other sectors like wealth management (794) and property & casualty insurance (700). The top drivers of dissatisfaction include poor navigation, inadequate coverage explanations, and difficulty finding crucial information such as deductible details.
- For healthcare companies trying to optimize digital touchpoints, these findings underline the importance of delivering an intuitive user experience. When members can easily access needed information, satisfaction increases by an average of 83 points. But, health plans are missing the mark in this area 39% of the time.
Impact on Member Loyalty: The consequences of poor digital experiences go beyond just dissatisfaction. In commercial health plans, 58% of members who report high satisfaction (scores of 801 or higher) are more likely to view their employer positively. Medicare Advantage plans see a remarkable 85% of satisfied members intending to renew, a stark contrast to the 27% who are dissatisfied.
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