Research › Insurance (P&C)

Insurance (P&C)

Top property & casualty carriers and the digital challengers gaining share. Data pulled pending.

Headline finding

Every major P&C carrier shed thousands of referring domains in lockstep — and Lemonade now out-ranks half of them on authority.

All twelve carriers tracked lost referring domains over the trailing 12 months, with Allstate (−4,971), Nationwide (−4,873), and Progressive (−4,609) bleeding hardest. The synchronised pattern points at a Google indexing wave or directory cleanup, not company-specific issues. Meanwhile, digital challenger Lemonade has reached domain rank 516 — higher than American Family, Liberty Mutual, USAA, GEICO, Travelers, and Erie. Allstate still captures the most organic traffic in the niche (~14M est. visits) despite losing the most links.

Companies ranked by size

Toggle the metric.

Two-year revenue change

FY-2 to FY 0, USD billions.

Local vs national keyword strength

Bubble size = total ranking traffic.

Backlink profile by domain rating

Referring domains, stacked by DR band.

Referring-domain growth, last 12 months

Sorted by net additions.

Best PR-campaign targets in this niche

Inside a sector where every legacy carrier is shedding links, the best targets are the ones with the largest revenue-vs-authority gap and the fewest agencies already pitching them.

Top pick

American Family

$15.6B rev · 12,915 refdoms · DR 406 (lowest of legacy carriers) · 55K nat. kw · 12mo: −3,370

Largest revenue-to-authority gap in the niche. American Family is a $15B mutual yet has weaker domain authority than Erie ($3.7B) and Lemonade ($430M). Also losing 3,370 referring domains a year — faster decline than larger peers. Their digital story has badly lagged their balance sheet.

Pitch angleClimate & property-risk data (they sit on rich claims data). Sponsorship halo (Madison-WI brand). HR / financial-press storytelling angle is wide-open.

Regional growth play

Erie Insurance

$3.7B rev · 9,395 refdoms · DR 476 · 32K nat. kw · 12mo: −1,925

Public co (NASDAQ: ERIE), regional darling expanding geographically. Higher authority than American Family but a tighter content footprint — meaning each new high-quality link converts to rankings faster. Strong financial story (consistent profitability) gives natural press hooks.

Pitch angle“The carrier that quietly outperforms on combined ratio.” Financial trade press + state-level expansion announcements.

Defending-the-lead play

Lemonade

$430M rev · 12,010 refdoms · DR 516 (beats 6 legacy carriers) · 102K nat. kw · 12mo: −665

Already won SEO for “digital insurance.” The PR play here is different: extend authority into adjacent categories (renters → pet → auto) where they’re still proving credibility. Their slower decline (−665) than legacy carriers means they’re in defence mode.

Pitch angleEvery “AI + insurance” story is theirs to claim. Founder-led narrative, public co (NYSE: LMND) so quarterly news cycle works in their favour.

Why I'd skip: State Farm, GEICO, Progressive, Allstate — the Big 4 have massive in-house comms; USAA is members-only with deliberately limited consumer outreach; Liberty Mutual & Travelers have AOR relationships at scale; Nationwide & Farmers run conservative mutual PR programs.

Want this kind of target list for your own niche?

PrimeSpot PR builds these for clients as part of our outreach planning. Talk to us.