Ever clicked “Get a Quote” online, only to realize the number you see isn’t the real deal? That’s the problem with most online raters.
Insurance shoppers today expect instant answers. But here’s the kicker: sometimes those “instant” quotes are half-baked, misleading, or flat-out wrong. And when that happens, your prospect doesn’t just close the tab, they may lose trust in your agency altogether (Nationwide Agency Forward, 2022)
The Instant Quote Dilemma
People want speed and convenience. About 73% of insurance shoppers say they want to handle things digitally. (Nationwide Agency Forward, 2022)
But here’s the truth: an “instant” quote that can’t actually be bound isn’t helpful. It sets false expectations, creates frustration, and can even hurt your credibility.
Quick estimates are fine, just don’t promise more than you can deliver.
When I started my first independent agency I went all in on utilizing an online rater on my website. I thought I had cracked the code… The problem is that it ended up costing me more business than it brought me.
David Watson
Founder of RiskAdvisor
The Real Problem: Abandonment
Insurance has one of the worst online abandonment rates of any industry. Nearly 84% of people who start a quote never finish it. (Drips.com, 2022)
Why? Long forms, confusing questions, and clunky mobile experiences drive people away. And when they quit, most agencies lose that lead forever.
That’s where RiskAdvisor’s QuoteForms and Form Abandonment notifications make the difference. Even if someone bails halfway, you still know who they are and can follow up. It’s like having a safety net for every potential client who almost slipped away.
Why Online Raters on Your Website Rarely Work “Out of the Box”
Raters are not plug-and-play magic. They require heavy customization and often expensive developer work to function the way an agency really needs. Out of the box, they usually fall flat. (Consumer Intelligence, 2024)
If you decide to offer an online rater on your site, this is the way to do it:
- A simple, friendly “Get in Touch” form.
- A streamlined quote form (short, easy, not overwhelming).
- A rater, but only for specific cases where it adds real value and definitely not as the only option.
What Works Better
So if website raters aren’t the cure-all, what should agencies focus on? Here’s what the research and real-world experience says:
- Keep it short. Ask the bare minimum upfront. You can always gather more later. (Advisor Evolved Blog, 2025)
- Use progress bars. People need to see the finish line, otherwise they’ll drop off. (LeadCapture Blog, 2023)
- Make it mobile-friendly. Over half of your leads are browsing on their phones. If it’s clunky, they’re gone. (Typeform Blog, 2025)
- Connect to your CRM. Whatever form or tool you use, it has to trigger an instant response. Whoever replies first wins the business most of the time, about 78% of the time. (Vertafore Case Study: Kerry’s Insurance Services, 2025)
Bonus Tip: Whenever a form is completed, redirect the user to a thank-you landing page with a short video. In the video, thank them for completing that step and outline clear expectations about what comes next. Then, take the transcript from that video and use it as written text on the same page. That way, you cover both readers and watchers, and set the tone right away.
Bottom Line
Online raters embedded on websites are not the magic bullet they are often sold as. In fact, they can backfire if all you are offering is a half-accurate “instant” quote that frustrates customers or leads to abandoned journeys. With abandonment rates already sky-high in insurance, agencies can’t afford to rely on raters alone. (Drips.com, 2022)
If you do use one, it should be highly customized, paired with clear expectations, and never the only path on your site. A smarter approach is offering multiple ways for a prospect to connect, including simpler, flexible forms with abandonment tracking built in like RiskAdvisor’s, so you are not forcing every visitor into a clunky rater experience.
In short: raters should be the exception, not the default.
If online raters aren’t the answer, what is? 👉 Book a RiskAdvisor demo and see smarter forms in action.