Trust in health insurers ‘nearing the point of no return,’ survey finds

As people across the country consider their 2026 health insurance options, there’s a massive elephant in the room: Some aren’t thrilled with the industry right now.

As part of a Sept. 24 report, global research and advisory firm Forrester found only 54% of 12,036 insurance customers describe health insurers as trustworthy.

Though several 2023 and 2024 surveys found the vast majority of consumers were satisfied with their coverage, that is the past.

Forrester found waning trust may impact business. Survey results included in the report show that of 7,512 customers, those with less trust in their insurer were 10.3x more likely to switch insurers compared to high-trust customers, up from 2.4x more likely in 2024.

“As consumer choices expand, including not buying health insurance, the risk of churn becomes more pronounced,” Forrester Principal Analyst Arielle Trzcinski told Healthcare Brew.

Cause and effect. Over the last few years, allegations of health insurers’ wrongdoings have come to the forefront, Katherine Hempstead, senior policy advisor for nonprofit the Robert Wood Johnson Foundation, told us.

Hempstead pointed to a 2023 Stat investigation that found UnitedHealthcare had pressured clinicians to follow algorithms that cut off certain patient care.

“That kind of reporting has left a really bad taste in peoples’ mouths and confirmed a lot of suspicions,” Hempstead said. “[Insurers] have to do a lot of work to undo that damage.”

In December, the killing of UnitedHealthcare CEO Brian Thompson elevated the conversation nationwide.

Seeking solutions. Since then, many health insurers have talked the talk in an effort to bridge the divide. In June, UnitedHealth and other major health insurers pledged to ease prior authorization, which 93% of physicians say delays patient care, according to a 2024 American Medical Association survey.

KFF’s July Health Tracking poll, however, found 6 in 10 adults feel it’s “not too likely” or “not at all likely” health insurance companies will follow through.

Trzcinski said she’s talked to some insurers who are walking the walk, too.

Other survey results in the report show that, of 562 adults, only 53% felt they understood claim decisions. Trzcinski said Forrester client CareFirst is an example of a company “overhauling” the explanation of benefits to include more straightforward language.

Trzcinski also pointed to Blue Shield of California, which has committed to answering “at least 80% of prior authorization requests in near real time” in 2027. Prior authorization “typically” takes 24 to 72 hours, according to a page on the insurer’s website last updated in October. (Specific data on this is not required to be published and thus hard to track.)

“Health insurers must put in the hard work to repair trust and their brand image. Rebuilding trust and improving brand experience is much more than just a marketing campaign or a messaging problem,” Trzcinski said.