Home Insurers Are Back on Offense, MediaAlpha’s Inaugural State of Home Insurance Report Finds
Key Highlights
- ➤Home insurance ad spending rose 84% in January–September 2026 year over year
- ➤Insurers advertised in roughly twice as many state markets monthly as in 2023
- ➤Home insurance searches reached 122 million, the highest level since 2016
- ➤Georgia insurer spending per advertiser surged 148% year over year
- ➤Florida’s share of insurer spending fell from about 50% to roughly 5%
Expert Statements
Steve Yi, CEO and Co-founder of MediaAlpha
“What carriers spend to acquire customers shows where they see opportunity, often well before it shows up in policy counts.”
Steve Yi, CEO and Co-founder of MediaAlpha
“By analyzing our data on what we view as the three key forces shaping carrier ad spend behavior – growth, climate, and regulations – we can demonstrate how they are competing and prioritizing ad spend and, ideally, help the market understand as well.”
LOS ANGELES, Nov. 10, 2026 (GLOBE NEWSWIRE) -- MediaAlpha, Inc. (NYSE: MAX), the insurance industry’s leading programmatic customer acquisition platform, today released The State of Home Insurance: What Insurers’ Ad Spending Reveals About the Industry. Because carriers choose where and when to spend on MediaAlpha’s marketplace, their spending offers an early window into where they are competing, how they respond to disasters, and how state regulations shape their appetite for new business.
Drawing on first-party spending and search data from its marketplace, the report finds that insurers advertising on MediaAlpha’s marketplace in both 2025 and 2026 increased their home insurance ad spending 84% in January–September 2026 over the same period in 2025, and now advertise in about twice as many state markets each month on average as they did in 2023.
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