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Progressive Insurance | Brand Guidelines

Savings Claims

This is our approved list of claims language — the words, phrases, and legal terminology, plus guidance on what to avoid and why. These claims often have accompanying legal disclosures, which you can search on our Progressive Marketing Substantiation Page. 

Nearly $975

Current savings number

Preferred (needs disclaimer in view)

Drivers who switch and save with Progressive save $975 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."

Auto

Savings

Approved language:

Drivers who switch and save with Progressive save $975 on average

Plus:

  • Join drivers who save an average of $975 by switching to Progressive
  • $975 average savings for new auto customers who switch to Progressive
  • New customers save an average of $975 when switching to Progressive auto insurance
  • See if you could save an average of $975 by switching to Progressive auto insurance
  • Could you save an average of $975 in auto insurance?
  • You could save an average of $975 by switching to Progressive auto insurance
  • Approved generalized alternatives are only "over $" or "nearly $"

Top performing language:

  • Make the switch to savings now
  • Fuel your savings, switch today

What to avoid:

  • Superlatives such as "best," "cheapest" or "lowest" — we cannot guarantee customers see the best option
  • Any language implying every customer saves, or promising an individual amount ("you'll save $975")

Snapshot®

Approved language:

Safe drivers can save an average of $328 per year with Snapshot®

Plus:

  • Customers who saved with Snapshot® save an average of $328 per year
  • Customers who saved with Snapshot® save an average of $328 a year on auto insurance
  • $328 average annual savings for customers who saved with Snapshot®
  • Safe drivers can save an average of $328 per year with Snapshot®
  • Try Snapshot® and see if your safe driving could earn savings
  • Snapshot® rewards safe drivers
  • Get a personalized rate for your safe driving with Snapshot®

Top performing language:

  • Get rewarded for safe driving
  • See what safe driving could save you

What to avoid:

  • Any language implying all customers save with Snapshot ("Save $328" / "you'll save $328")
  • Saying "good drivers" — say "safe drivers" or "safe driving"
  • The word "control" in reference to the tool
  • Statements like "Don't pay for other people's mistakes"
  • Superlatives such as "best," "cheapest" or "lowest" rates with Snapshot

Name Your Price® tool

Approved language:

You tell us how much you want to pay; then we show you the best coverage options to help meet your budget.

Plus:

  • Progressive's Name Your Price® tool helps you find great coverage that fits within your budget
  • Try the Name Your Price® tool, then see the best coverage options for you
  • You tell us how much you want to pay, and we'll help get you great coverage at a fair price
  • 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
  • Easy to start a quote

What to Avoid:

  • Do not use the product as a verb ("Name your price today")
  • Positioning the tool as a way to save money, rather than a way to find coverage options that fit a customer's budget
  • Promising savings or presenting it as a low-price guarantee
  • Do not show specific rates or amounts in ads
  • Do not use the word "control" in an NYP ad, even when it is not referring to the product
  • Claims such as "best," "lowest," or "cheapest" rates

AutoQuote Explorer® (AQX)

Approved language:

AutoQuote Explorer® lets you compare car insurance rates from different companies and helps you find the right coverage — even if it's not with Progressive.

Plus:

  • AutoQuote Explorer® lets you compare car insurance rates from different companies and helps you find the right coverage. Even if it's not with Progressive.
  • We help you get a great rate — even when it's not with us
  • AutoQuote Explorer® helps you find the right coverage for you. Even if it's not with Progressive.
  • Compare our direct rate with rates from other companies in one place
  • See how your rate compares when your price goes up at renewal
  • Buying a new car? Compare rates with AutoQuote Explorer®.

What to avoid:

  • Implying customers will see many carrier options. Most users see only two options (one being Progressive), so visuals should not overpromise choice
  • Referring to AQX as a savings product or guaranteeing a better rate. AQX is about helping customers find the right coverage and value
  • Superlatives such as "best," "cheapest" or "lowest" rates — use great, good or fair
  • Visuals implying many options — most users see only two, one being Progressive
  • Implying the comparison covers every carrier or every rate available
  • Running the comparison without the select states and situations disclosure

Home

Savings (Home + Auto Bundle)

Approved language:

Customers who save by switching their home and auto to Progressive save $1,099 [over $1,000 / 26% / over 20% / hundreds] on average.

Plus:

  • Join those who save an average of $1,099 bundling home and auto with Progressive
  • $1,099 average savings for new customers who bundle home and auto with Progressive
  • New customers save an average of $1,099 bundling home and auto with Progressive
  • See if you could save an average of $1,099 bundling home and auto with Progressive
  • Could you save an average of $1,099 bundling home and auto with Progressive?
  • You could save an average of $1,099 bundling home and auto with Progressive

Generalized alternatives:

  • Save over $1,000 on average
  • Save nearly $1,100 on average
  • Save 26% on average
  • Save over 20% on average
  • Save over 25% on average
  • Save hundreds on average

HomeQuote Explorer® (HQX)

Approved language:

HomeQuote Explorer® helps you easily find and purchase the right home insurance policy.

Plus:

  • HomeQuote Explorer® helps you easily find and purchase the right home insurance policy from Progressive and a network of trusted companies vetted by Progressive
  • Shop, quote, and buy the right home coverage at the right price
  • HomeQuote Explorer® makes it easy to find the right home coverage
  • Quote home insurance in minutes and buy the coverage that fits
  • Insuring a home? Start with HomeQuote Explorer®.
  • Need insurance? Start with HomeQuote Explorer®.

What to avoid:

  • Positioning HQX as a comparison tool — this does not reflect the typical user experience. It is a shop, quote, and buy tool. Most users see only two options (one being Progressive), so visuals should not overpromise choice
  • Language like "even if it's not with us" or "compare rates"
  • Referring to HQX as a savings product or guaranteeing a better rate. HQX is about finding and buying the right coverage confidently
  • Superlatives such as "best," "cheapest" or "lowest" rates — use great, good or fair
  • Visuals implying many carrier options or a side-by-side comparison experience
  • Implying the tool covers every carrier or every rate available

Monoline (Protection)

Approved language:

Homeowners insurance protects against damage to your home and belongings from covered perils and safeguards your assets if you're liable for someone else's injuries or property damage.

Plus:

  • Protect what you love
  • Relax knowing your home is protected
  • Coverage for your home and the things inside it
  • Homeowners insurance from Progressive helps protect your home, your belongings, and your assets
  • Get a home insurance quote and protect what matters most
  • Buying a home? Protect it with Progressive.

What to avoid:

  • Promising or guaranteeing coverage of a specific loss, or implying everything is covered — coverage applies only to covered perils
  • Fear-based or catastrophic imagery and language. Keep claim scenarios general and never imply a guaranteed claim outcome or payout
  • Positioning monoline home as a savings or price product — savings claims belong to the bundle and require substantiation and disclosure
  • Superlatives such as "best," "cheapest," or "lowest" rates — use great, good or fair
  • Stating or implying coverage is available in every state or to every customer
  • Giving legal or financial advice about the coverage a customer needs
  • Showing specific rates, amounts, or premium examples

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