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Survey: Women are Powerful Insurance Purchasers

Media Contact: Abby Cohen / 973.224.0403

New study from Trusted Choice® reveals 80% of women are responsible for financial planning and insurance purchasing.

ALEXANDRIA, VA (March 20, 2024) – As women are celebrated during Women's History Month, a new survey released today by Trusted Choice–the national consumer brand representing the members of the Independent Insurance Agents & Brokers of America (the Big “I")–found that women are increasingly taking charge of their financial security and insurance decisions.

A survey of 500 women found that 80% are responsible for the financial planning and decision-making in their household, and 80% are responsible for purchasing personal lines of insurance such as auto, home/renters, personal umbrella, and pet. Additionally, 72% of women would be more inclined to purchase insurance if the policy offerings were presented by a woman.

​"Women are critical in making financial decisions, which extends to insurance coverage. Independent agents across the country are in a prime position to help guide and empower women to navigate the complexities of insurance with confidence and clarity, particularly in this challenging market," said Angela Ripley, Big “I" executive committee member. “At independent agencies, women are increasingly working in leadership, management and principal roles, serving as trusted advisors to provide the support and personalized service desired by female insurance buyers."

Additional survey findings include:

  • 72% of women have considered doing business with a woman-owned insurance agency
  • Auto (87%); homeowners (61%); and life (54%) are among the top categories of insurance that women own
  • 72% have gone auto insurance shopping; 39% have shopped for home/renter/condo insurance and 37.6% for life insurance

“When it comes to personal lines of insurance, women are holding the decision-making and purchasing power," added Kasey Connors, vice president of marketing operations, Trusted Choice. “There is significant market potential for independent agents to recognize the power women yield in the insurance purchasing process, and ensure they are meeting the needs of this critical consumer base."

To learn more about the survey or to find a Trusted Choice independent agent, visit 


National survey via mobile targeting of 500 women ages 25+ who have home, auto, pet, jewelry and/or personal umbrella insurance.

About Trusted Choice® and the Big “I"

Trusted Choice® is the national consumer brand representing the members of the Independent Insurance Agents & Brokers of America (the Big “I"). Founded in 1896, Big “I" is the nation's oldest and largest national association of independent insurance agents and brokers. Trusted Choice independent agents offer consumers all types of insurance—property, casualty, life, health, employee benefit plans and retirement products—from a variety of insurance companies. There are over 25,000 member agencies nationwide offering customized advice and solutions to families and businesses. Learn more at and

​127 South Peyton Street
Alexandria VA 22314
​phone: 800.221.7917
fax: 703.683.7556

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