Progressive Insurance | Brand Guidelines

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.

 

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. 

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"

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

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.

Treat all discount names as proper names and capitalize accordingly. If the name has more than one word, initial cap all words, including the word "Discount." Use numerals for numbers in discount names. Use lowercase for generic references to the discount later in your copy. See the hyphens and dashes section for additional guidelines.

Examples of when to use initial caps versus lowercase:

• Paid In Full Discount, 3-Year Accident and Violation Free Discount.
• The discount is effective at your next renewal.
  3-Year Accident and Violation Free Discount—The savings earned by going three years without an at-fault accident and without a major, minor, speeding, or driving-while-intoxicated violation.

  

3-Year Safe Driving Discount—The savings earned when none of the rated drivers have violations or accidents in the 36 months prior to policy period inception. 

3-Year Safe Driving Bonus Discount—The savings earned when a policy qualifies for Preferred status, but no longer qualifies for the 3-Year Safe Driving Discount because one violation is being added to the policy. 

5-Year Accident Free Discount—The savings earned for going five years without an at-fault accident. 

5-Year Claim Free Discount—The savings earned for going five years without an at-fault or not-at-fault accident. 

Accident Avoidance Discount—The savings earned for a driver completing a four-hour motor vehicle accident avoidance course with nationally recognized curriculum or curriculum approved by a state or federal agency.  

Accredited Builder Discount—The discount on policies which cover a home that is built by an accredited builder. 

Advanced Defensive Driver Discount—The savings earned for completing a state-approved refresher driver training course. 

Advance Quote Discount—The savings earned for getting a Progressive quote well in advance of buying the policy. The advance period varies by product, state, and channel, but is never less than one day. 

Advance Shop Days Discount—The savings earned for getting a Progressive quote well in advance of buying the policy. The advance period varies by product, state, and channel, but is never less than one day. 

Agency Package Discount—The savings earned when the customer has a homeowners policy with another company that is written by the same agency that wrote the Progressive Auto policy. 

Airbag 1 Discount—The savings earned when a vehicle has a driver-side airbag only.  

Anti-Lock Brakes Discount—The savings earned for having anti-lock brakes on a vehicle. 

Anti-Theft Discount (passive alarm)—The savings earned when a vehicle has an item or system designed to prevent unauthorized use. 

Anti-Theft Discount (recovery device)—The savings earned when a vehicle has a factory or aftermarket recovery device or tracking system such as GM's OnStar system, LoJack®, or Teletrac®. 

Association Discount—A discount offered to members of specific organizations (e.g., Harley Owners Group® or USAA). 

Automatic Card Payment Discount—The savings earned for choosing a debit or credit card for payment and maintaining the same debit or credit card for future payments. 

Claim Free Discount—The discount earned when the customer did not have a claim within the five-year period preceding the policy effective date. 

Claim Free Renewal Discount—The discount available at renewal if the customer has no at-fault claims. 

Continuous Insurance Discount—The savings earned when a customer has been previously covered by personal auto liability insurance with the same carrier for at least six months before the purchase of a Progressive policy with a lapse of 31 days or less. 

Daytime Running Lights Discount—The savings earned when a vehicle is equipped with daytime running lights. 

Defensive Driver Discount—The savings earned for completing a state-approved driver training course. 

Distant Student Discount—The savings earned for having a child who lives away at school and doesn’t have regular access to a car. 

Driver Improvement Discount—The savings earned when a driver 55 or older completes a state-approved driving course within the past three years. 

E-Policy Discount—The discount applied if the insured elects to receive policy documents via email. 

E-Signature Discount—The savings earned for choosing to buy a policy direct and signing new business documents online. 

Electronic Funds Transfer Discount—The savings earned for choosing an electronic funds transfer (EFT) payment plan. Note: Also written as EFT Discount. 

Good Driver Discount—The savings earned when qualifying for "good driver" status under section 1861.025 of the California Insurance Code. Note: This is a California-specific discount. 

Good Student Discount—The savings earned by drivers who reach and maintain a specific level of academic achievement. The levels include top 20 percent of class, B-average, 3.0 grade-point average, honor roll/dean’s list, or top-20th percentile ranking on the SAT or other standardized college entrance test. 

Homeowner Discount—The savings earned when the primary residence is a home, townhome, or condominium. 

Home Update Discount—The savings earned if significant improvements have been made to the home within the last 10 years. 

Mature Driver Discount—The savings earned if a driver aged 60 or older submits a certificate verifying successful completion of an approved accident prevention course. Note: Age varies by state. 

Minor Child Discount—The savings earned for having a child age 18 or younger listed as a rated driver, along with a minimum level of policy tenure (tenure varies by state). 

Mobile Home Owner Discount—The savings earned for owning a mobile home. 

Motorcycle License Endorsement Discount—The discount earned on a Motorcycle policy when the operator has a valid motorcycle license or endorsement on their driver’s license.  

Multi Car Discount—The savings earned for having more than one vehicle on the Progressive policy. 

Multi Policy Discount—The savings earned for having multiple Progressive policies, such as a Personal Auto policy and a Boat policy. 

Multi Vehicle Discount—The savings earned when more than one motorcycle, off-road vehicle, or combination thereof, is insured. 

New Purchase Discount—The discount offered to homeowners who are obtaining a policy to coincide with the purchase of a home. 

Non Drinker Discount—The savings earned when no members of the household or person who regularly operates a covered vehicle under the policy ever consumes alcohol. Note: This is a Utah-specific discount. 

Nonsmoker Discount—The savings earned when all residents of a home are nonsmokers. 

Occasional Operator Discount—The savings earned when an operator is under the age of 19, resides in the named insured's household, and operates all vehicles in a policy less than 50 percent of the time. Note: This is a California-specific discount. 

Original Owner Discount—The discount earned on Comprehensive and Collision coverages when the first issued title remains with the current owner. 

Package Policy Discount—The savings earned when a customer has their home insured through Progressive and an auto policy with Progressive or other preferred partner. 

Paid In Full Discount—A discount for customers who pay their premium all at once. 

Paperless Discount—The savings earned by receiving policy documents electronically instead of by conventional mail. 

Passive Restraint Discount—The savings earned by customers whose vehicles have passive restraint safety devices, such as airbags and automatic seatbelts. 

PIP 65 Discount—The savings earned when the driver is age 65 or older and doesn't collect any wages  

Prompt Payment Discount—The savings earned on all new business policies and renewal policies that have been in effect for at least 12 continuous months and have had no late fees or non-sufficient funds. 

Protective Device Discount—The savings earned when a home includes a fire alarm or burglar alarm. 

Renewal Discount—The savings earned when all policies are in renewal policy periods. 

Resident Insurance Discount—The savings earned by being a named insured under a homeowner, townhouse, condominium owner, renters or mobile home owners policy covering their principle residence. 

Residency Rewards Discount—The savings earned by living at a residence for a certain length of time (varies by state). 

Responsible Driver Discount—The savings earned when none of the listed operators have a driving record surcharge applied to the policy. 

Safe and Steady Rider® Discount—The discount earned by riders who are 45 years old or older, with four or more years riding experience, and who have no chargeable violations or at-fault accidents. 

Safety Course Discount—The discount earned by riders who have successfully completed an approved motorcycle, ATV, or snowmobile safety course within the past three years. 

Secured Subdivision Community/Building Discount—The discount applied to a home in a neighborhood protected by 24-hour manned security or passkey gates protecting all entrances to the community. 

Secured Water Heater Discount—The discount applied when a homeowner has a secured water heater in the home.  

Senior Citizen Discount—The savings earned if a driver aged 60 or older submits a certificate verifying successful completion of an approved accident prevention course. 

Senior Safe Driver Discount—The savings earned when a driver being rated completes an Oregon-state approved driver safety course within the past three years from drives age 55-69 and within two years of drivers over age 70. Note: This is an Oregon-specific discount. 

Snapshot Discount®—The discount a customer can earn in the Snapshot program. 

Snapshot Participation Discount—The savings earned by enrolling in the Snapshot program and staying enrolled during the first policy period.  

Snapshot Renewal Discount—The savings earned by staying enrolled in the Snapshot program during a renewal policy period. 

Smart Home Discount—The savings earned when a home has a qualifying smart home protection device installed and in use (i.e., water leak detection sensor, door and window sensors, smart fire alarms). 

Smart Technology Discount—The savings earned for vehicles equipped with automatic emergency braking (AEB) as part of the manufacturer's factory build. 

Smoke Alarm Notification Discount—The discount earned if the homeowner has installed a smart battery in each smoke alarm that confirms the battery is still active or a device that detects smoke alarm activation and notifies the homeowner via smartphone when the alarm is activated. 

Super Good Driver Discount—The savings earned when qualifying for "good driver" status under section 1861.025 of the California Insurance Code, having at least five years of experience driving, and not having an at-fault accident in the past five years. Note: This is a California-specific discount. 

Teen Driver Discount—The savings earned for having a child under the age of 19 listed as a rated driver, along with a minimum level of policy tenure (tenure varies by state).  

Theft Alarm Discount—The savings earned if the homeowner has installed a motion-detecting camera outside the home that notifies the homeowner of a home intrusion via smartphone, a burglar alarm system on all windows and doors that notifies the homeowners of an intrusion via smartphone, or a complete burglar alarm that reports to police or a central station. 

Transfer Discount—The discount earned at new business when the named insured or spouse has had continuous insurance on a Recreational Lines product. 

Travelink Car Pool Discount—The discount earned when the insured participates in an employee-sponsored, state-approved Travelink Mitigation Act program. Note: This is a Delaware-specific discount. 

Umbrella Discount—The savings earned by an insured who maintains Umbrella coverage. 

Verified Mileage Program Discount—The savings earned when an insured consents and participates in the program. Note: This is a California-specific discount. 

VIN Etching Discount—The savings earned when a vehicle has the vehicle identification number (VIN) or other unique symbol etched on the vehicle's window.  

Water Leak Protection Discount—The savings earned if a homeowner has installed water leak detection sensors with smartphone notification or a water flow sensor with automatic shutoff. 

Wind Mitigation Discount—The discount applied to homes with certain types of roofs or homes that meet certain building protection requirements.