Insurify 37% Q1 Traffic Gain Biggest Among Insurance Marketplaces

March 2023 share of traffic update also shows growth for Everquote and The Zebra

Insurify has been growing its business through acquisitions, while also growing traffic for services that aim to simplify (and profit from) consumer access to the insurance market. Insurify is a growing player in competition with insurance marketplaces including Everquote, which attracts the most traffic.

Key takeaways

• Insurify grew its traffic, year-over-year by 48.9% in March and 37.1% for the first quarter, according to Similarweb estimates. All statistics cited in this report are for traffic from within the US.
• Traffic leader Everquote also achieved significant growth, with traffic up 19.7% compared with the same quarter of 2022, while traffic to The Zebra’s website was up 24.6% for the quarter.
• In March, Insurify grew its share of traffic among these competitors by 3.2 points, year-over-year, while Everquote and The Zebra grew their share by 1.6 points each.
• Policygenius appears to be losing traction, with traffic down 20.9% for March and 17.4% for the quarter. Policygenius lost 3.6 points of share in March.

We monitor web traffic trends as an indicator of momentum for digital companies.

Growth for Insurify – and a majority of the other players

Insurify, Everquote, The Zebra, and NextInsure saw significant year-over-year traffic gains in March, while Policygenius continued a pattern of losing traffic.

Traffic for everyone grew, from February to March

The month-over-month comparison looks better for everyone – but is still particularly good for Insurify.

Insurify also stands out in year-over-year growth in share of traffic

Everquote is the traffic leader

By total traffic, the clear leader is Everquote, with 3.2 million visits in March, compared with 1.8 million for the next most visited insurance marketplace website, The Zebra. Insurify is in the middle of the pack, with 1.6 million visits in March.

Public companies mentioned in this report include Everquote (NASDAQ: EVER), Lemonade Inc. (NYSE: LMND), and Lending Tree Inc. (NASDAQ: TREE).

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Contact: For more information, please write to press@similarweb.com.

Report By: David F. Carr, Senior Insights Manager

Methodology

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by David F. Carr

David covers social media, digital advertising, and generative AI. With a background in web trends since the 1990s, he’s also the author of "Social Collaboration for Dummies".