A new U.S. Healthcare Digital Experience Study reveals that health insurance members across commercial and Medicare Advantage plans are increasingly using digital platforms to manage their healthcare, but their satisfaction with these digital tools falls short. The study shows that members expect the same ease and functionality they experience in industries including financial services and auto finance, but most health plans do not meet those standards. Key areas of concern include difficulty finding information, lack of clarity around deductibles, out-of-pocket expenses, and poor navigation. Customer satisfaction with apps is, on average, 597 points for Medicare Advantage plans and 653 points for commercial member health plans on a 1,000-point scale—both significantly lower than scores in other industries like wealth management (794) and property insurance (700).
The report highlights that good digital experiences can increase both loyalty and positive perceptions. For instance, when satisfaction scores exceed 801, 85 percent of Medicare Advantage members report plans to renew. However, such experiences are rare, with nearly 32 percent of platforms lacking an intuitive information structure and 39 percent failing to meet basic user expectations. While mobile app usage has grown up to 37 percent among commercial members in 2025, negative experiences still deter future use. Health plans ranking highest in satisfaction include Cigna, Kaiser Foundation, UPMC Health Plan, and UnitedHealthcare.
