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Reframing the finance and insurance conversation
November 7, 2025
Nearly one in three buyers now choose cars based on insurance cost. Learn how transparent messaging helps brands turn price talk into brand trust.
At a glance
Buyer sentiment may be steady, but the path they take to purchase is changing. The latest data from carsales shows that finance and insurance decisions are happening later and with greater hesitation. Brands that respond with clarity, empathy and relevance can earn attention long before the transaction. Here's how
Key takeaways
- Timing matters: Nearly two-thirds of buyers don’t seek an insurance quote until after their first car enquiry¹.
- Loyalty is low: Just 35% plan to stay with their current insurer, and two-thirds request quotes from three or more providers².
- Everyone’s in the mix: The data shows that awareness and consideration rise in tandem for most insurers. Standing out early is what drives the difference³.
- Cost is king: 29% of buyers say insurance cost now influences which car they choose, up from 16% two years ago⁴.
- Bundled offers appeal: 47% of buyers like bundled finance and insurance deals, and that jumps to 60% for Gen Z⁵.
The full picture
Most buyers delay taking action until deep into their research phase. Nearly two-thirds don’t request an insurance quote until after they’ve enquired about a car1, and more than half purchase their policy only after payment. For brands, this means that the key moments to influence trust and preference come earlier than ever. Finance and insurance need to be part of the awareness conversation, not the post-sale checklist.
Loyalty is also under strain. Only 35 per cent of buyers plan to remain with their current insurer, and over two-thirds seek multiple quotes before deciding2. That level of openness is an opportunity for brands that communicate genuine value. Consistent storytelling, strong reputation cues, and authentic customer experiences help differentiate brands in a market where price alone no longer sustains attention.
Awareness and cost influence
For many insurers and finance providers, awareness and consideration are now almost one and the same3. Once consumers are aware of a brand, they’re already open to choosing it, which makes distinct positioning and memorable creative the new growth levers. Tailoring content by audience is essential: for example, younger segments respond to flexibility and sustainability, while older buyers value service and stability.
Price clarity is also shaping brand perception. Nearly one in three buyers say insurance costs now influence which car they choose4. That connection between affordability and trust is critical. Brands that can explain the why behind value, not just the price point, will stand apart. Translating numbers into lifestyle outcomes, such as “cover that moves with you” or “finance that fits your week,” brings humanity to an often-complex category.
Finally, bundled offers are emerging as a meaningful drawcard. Almost half of buyers, and 60 per cent of Gen Z, find the idea of finance and insurance bundles appealing 5. For these audiences, simplicity equals confidence. Campaigns that highlight convenience, integrated service and time saved appeal to consumers who see peace of mind as part of the ownership experience.
The road ahead
Across finance and insurance alike, one theme cuts through: trust is the new currency. Brands that bring clarity early, communicate value simply, and show they understand the ownership mindset today, will be the ones that win attention and loyalty.
To find out more, or dive into any of our other research, contact your carsales mediahouse representative today.
Source
1 carsales Finance and Insurance Study, September 2025, Q. Thinking about the last car you purchased, at what point in the purchase process did you get the first insurance quote? n=501.
2 carsales Finance and Insurance Study, September 2025, Q. Will you change your insurer when you buy your car? n=524.
3 carsales Finance and Insurance Study, September 2025, Awareness and Consideration Metrics, Insurer comparison module, n=571.
4 carsales Finance and Insurance Study, September 2025, Q. To what extent does the cost of car insurance influence the choice of car you are considering? n=524.
5 carsales Finance and Insurance Study, September 2025, Q. If a single provider offered a bundle that included car finance, car insurance and roadside assistance together, how appealing would this be to you when purchasing your next car? n=571.
Loyalty is also under strain. Only 35 per cent of buyers plan to remain with their current insurer, and over two-thirds seek multiple quotes before deciding2. That level of openness is an opportunity for brands that communicate genuine value. Consistent storytelling, strong reputation cues, and authentic customer experiences help differentiate brands in a market where price alone no longer sustains attention.
Awareness and cost influence
For many insurers and finance providers, awareness and consideration are now almost one and the same3. Once consumers are aware of a brand, they’re already open to choosing it, which makes distinct positioning and memorable creative the new growth levers. Tailoring content by audience is essential: for example, younger segments respond to flexibility and sustainability, while older buyers value service and stability.
Price clarity is also shaping brand perception. Nearly one in three buyers say insurance costs now influence which car they choose4. That connection between affordability and trust is critical. Brands that can explain the why behind value, not just the price point, will stand apart. Translating numbers into lifestyle outcomes, such as “cover that moves with you” or “finance that fits your week,” brings humanity to an often-complex category.
Finally, bundled offers are emerging as a meaningful drawcard. Almost half of buyers, and 60 per cent of Gen Z, find the idea of finance and insurance bundles appealing 5. For these audiences, simplicity equals confidence. Campaigns that highlight convenience, integrated service and time saved appeal to consumers who see peace of mind as part of the ownership experience.
The road ahead
Across finance and insurance alike, one theme cuts through: trust is the new currency. Brands that bring clarity early, communicate value simply, and show they understand the ownership mindset today, will be the ones that win attention and loyalty.
To find out more, or dive into any of our other research, contact your carsales mediahouse representative today.
Source
1 carsales Finance and Insurance Study, September 2025, Q. Thinking about the last car you purchased, at what point in the purchase process did you get the first insurance quote? n=501.
2 carsales Finance and Insurance Study, September 2025, Q. Will you change your insurer when you buy your car? n=524.
3 carsales Finance and Insurance Study, September 2025, Awareness and Consideration Metrics, Insurer comparison module, n=571.
4 carsales Finance and Insurance Study, September 2025, Q. To what extent does the cost of car insurance influence the choice of car you are considering? n=524.
5 carsales Finance and Insurance Study, September 2025, Q. If a single provider offered a bundle that included car finance, car insurance and roadside assistance together, how appealing would this be to you when purchasing your next car? n=571.
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