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Progressive Insurance | Brand Guidelines

Savings Claims

From time to time, our savings, discounts, and Name Your Price Tool claims change and fluctuate. This happens for a number of reasons, including competitive advantage, changes in analytics, and the consumer marketplace, as well as legal rationale. Check out this page for updates to our savings, discounts, and Name Your Price® Tool claims with legally approved verbiage below.

Below are the most commonly used savings claims for quick reference, updated quarterly. For more substantiations or to confirm the substantiations below, visit the Progressive Marketing Substantiation Page. 

Auto Switch & Save

$946

Current savings number

Preferred (needs disclaimer in view)

Drivers/people/new customers who save by switching to Progressive save $946 on average​

Note: Only the initial preferred claim needs a disclaimer. When you have the switch and save language (as seen below), the disclaimer is not needed, and when it says "new customers who save," which implies they "switched and saved."

Other legally approved savings claims alternatives (disclaimer can be one click away):

  • New customers who save with Progressive save nearly $946 on average
  • Nearly $946 average savings for new customers who save
  • Nearly $946 average savings for drivers who switch and save.
  • Drivers who switch and save with Progressive save an average of nearly $946
  • Average savings of nearly $946 for people/drivers/customers who switch and save

Legal Considerations

A national annual average auto insurance savings of over $946 by new customers surveyed who saved with Progressive in 2025. Potential savings will vary.

  • When making this claim, please adhere to the following:
  • Whenever possible, include all disclosure material within the claim itself.
  • If all information cannot be included in the claim itself, be sure we include a clear and conspicuous disclosure in close proximity to the claim.
  • Avoid personalizing the claim, e.g., "You can save $946 on average​".  
  • Obtain Law Dept. approval for marketing materials using the savings claim.

 

AutoQuote Explorer (AQX)

Approved messaging

  • Progressive allows you to compare and buy from us and our competitors so you can be sure you’re getting a great value.

   

Legal Considerations:

  • Must use Company A, Company B... and all $ must be equal 
  • Continue to distinguish that AQX is for direct rates - either through using Progressive Direct in the logo or image or referencing direct rates in the copy somehow
  • Must use registered trademark symbol after Explorer® 
  • Majority of users only see 2 options (one being PGR), the visual should not imply there will be a lot of choices
  • Disclosure - Available in select states and situations.

For more vetted savings and claims substantiations spanning all business areas and products, please visit the Progressive Marketing Substantiation Page. 

Bundling Home & Auto

Approved messaging:

Customers who save by switching their Home and Auto to Progressive save $1,086 on average.

Wording options:

  • Customers who save by switching their Home and Auto to Progressive save $1,086 on average.
  • New customers who save bundling their home and auto save $1,086 on average
  • New customers who save bundling home and auto save $1,086 on average
  • $1,086 average savings for new customers who save bundling home and auto
  • Average savings of $1,086 for new customers who save bundling home and auto
  • New customers who bundle and save with PGR save X on average
  • "save over $975 on average"
  • "save over $950 on average"
  • "save 27% on average"
  • "save over 20% on average"
  • "Save over 25% on average"
  • "save hundreds on average"

Name Your Price Tool

Approved messaging:

  • You tell us how much you want to pay, then we show you the best coverage options to meet your budget. (not "best")

Wording options:

  • You tell us how much you want to pay, and we’ll help get you great coverage at a fair price   
  • Easy to start the quote    
  • We’ll help you find options to fit your [needs/budget]  
  • Find [options/coverage] [for/within] your budget 
  • Find a rate that works for you  
  • We can help you find a great fit on car insurance

 

Legal Considerations:

  • “tool” is not capitalized  
  • Must use registered trademark symbol after Price®  
  • Focus on NYP as a unique shopping tool, not a low-priced policy (i.e. it's not for savings)  
  • Don't show specific rates/amounts in ads (legal preference!) 
  • Do not use product as a verb i.e. “Name your price today.”
  • Do not use the word "control" in an NYP ad, even if it is not in reference to NYP directly

HomeQuote Explorer (HQX)

Approved messaging:

HomeQuote Explorer® will help you find the right coverage for you. Even if it's not with Progressive. Progressive is the only insurer that lets you compare home insurance rates and coverages from multiple companies side by side, so you can choose what’s best for you, even if it’s not with us.

Legal Considerations:

  • When advertising HQX in digital/social or any creative with limited space, we need to make sure to distinguish that the HQX is only for our direct rates. This can be done by either:
    • adding “Direct” to the Progressive logo, or 
    •  including a reference to direct somewhere in the copy (ex. “We’ll show you our direct rate” or “Progressive Direct helps you get a great rate…”).

      

  • Must use registered trademark symbol after Explorer®   
  • Majority of users only see 2 options (one being PGR), the visual should not imply there will be a lot of choices
  • Disclosure - Available in select states and situations.