Research company Dive surveyed the service quality of the insurance sector in the Baltics. The insurance company with the best service level in Estonia is ERGO insurance (91.78%), followed by BTA insurance (85.05%), and in third place is IF insurance (83.76%).
The service quality survey was conducted using the mystery shopping method. In 2025, an insurance industry survey was conducted via telephone calls. A total of 10 telephone calls were made to each insurance company, where test customers contacted the insurance company with a request to receive an offer for comprehensive insurance. The calls were divided by country as follows: in Estonia, 80 calls were made to 8 different insurance companies, in Lithuania, 60 calls were made to 6 different insurance companies, and in Latvia, 60 calls were also made to 6 different insurance companies. A total of 200 calls were made to the Baltics.
Foto ERGO arhiivist
In Lithuania, the top three were IF insurance (97.92%), ERGO insurance (94.82%) and Compensa insurance (92.30%). In Latvia, the top three were ERGO (98.36%), IF (94.07%) and BTA (84.66%).
Looking at the aggregate results, we can point out that compared to the results of 2024, the overall service level in Estonia has decreased by 6.34% (the sector’s result in Estonia in 2024 was 76.76%). In Latvia and Lithuania, on the other hand, we see an increase: in Latvia, an increase of 3.79% (in 2024, the result was 80.53%) and in Lithuania, an increase of 0.41% (in 2024, the result was 85.15).
Companies in the insurance sector stood out strongly in terms of communication skills. In Estonia, the average result was 88.25%. Latvian companies excelled in communication skills, achieving 99.33%, and Latvia’s result in this regard was 96.67%. Callers pointed out that service providers were open communicators and listened attentively. Additionally, initiating contact remains the strongest aspect. Estonia saw an increase of 1.67% (2024 – 89.58%, 2025 – 91.25%). In Latvia, there was a decrease compared to the results of 2024 (2024 – 90.36%, 2025 – 89.17%), while in Lithuania, there was an increase (2024 – 90.42%, 2025 – 92.50%).
The upselling part continues to be the weakest aspect in the entire Baltics – customers get the desired solution, but they are not offered additional services/products that the customer may not want. In Estonia, the result was 48.70%, or slightly less than half, offering something extra to the caller. In Latvia, the result was 48.72% and in Lithuania, 66.17%.
It is good to see that the number of service providers contacting the customer again after sending an offer continues to increase slightly. While in 2022 the proportion of re-contact was only 26.00%, in 2023 it was 56.52%, in 2024 it was 68.42%, and in 2025 it was 69.35%. In all other cases, service providers let the customer review the offer and recommend contacting the insurance company again when the decision to conclude the contract has been made, or direct customers to conclude the insurance contract through the website, after which the customer is no longer contacted. In Latvia, however, they are much more active in contacting the customer again. A full 82.18% of callers received a call from the service provider later. In Latvia, the result was 79.55%.
Regardless of some aspects that need development, the service staff are still rated above average. As part of the survey, we wanted to find out whether and why customers recommend/do not recommend an insurance company or service staff they interacted with during the call. The main point was that the service staff were open and listened attentively, which increased the likelihood that the customer would recommend the company to others.
The service staff’s excellent knowledge of the field and their skilful explanation, introducing complex terms or conditions simply and understandably, were also highlighted.
Situations where the likelihood of recommendation was lower were related to cases where service staff directed the customer to use self-service channels or were not interested in the customer’s wants/needs.
Taking this into account, we can conclude that customers want to receive information personally and communicate directly with the service provider. It is important for the customer to receive all their questions answered during one call and then, based on the information exchanged, a suitable offer via email. Although the world around us is becoming more and more self-service every day, there are areas where customers want personal contact and answers to their questions. The results of the survey confirm that the insurance sector is one of those areas where customers expect contact with a service provider and clear answers about the conditions under which a contract can be concluded.
“For years, we have been developing a service culture at ERGO, which focuses not only on our clients but also on insurance advisors and client managers – it is motivated and satisfied advisors who provide the best service. We consistently invest in the development and well-being of our people so that they can work effectively and offer professional advice and pleasant service that exceeds customers’ expectations. We are sincerely grateful to all customers for their trust and are very proud of the results of the service quality survey. It is especially gratifying that we have managed to maintain a high level of customer service and advice for several years in a row,” commented Ave Piir, Retail Sales Manager of the insurance company with the best service in Estonia in 2025.
Dive Estonia, the leading customer service research company in the Baltics, conducts regular industry surveys, providing objective information on the level of customer service in various sectors. The insurance industry survey was conducted in the second quarter of 2025.