Why the Insurance “Churn Apocalypse” Isn’t Coming

Despite all the talk of a 2026 “churn apocalypse,” Sooth's insurance data shows something very different: people are shopping more, but switching less. Rising premiums and AI tools are fueling anxiety and comparison behavior, yet most consumers hesitate to make high-stakes changes, creating a paralysis gap. Ian Baer write that the real shift is emotional—some buyers chase savings, others cling to security—making confidence and reassurance more powerful than discounts. And as AI quietly reshapes how consumers discover insurers, brands that signal clarity and stability early will win. In a market driven by anxiety, confidence is becoming the ultimate competitive edge.