Auto insurance rates are seeing a steady decline despite initial projections by insurance comparison shopping website Insurify that rates would be up by at least 4% by the end of the year. 

In October, the national average rate for full-coverage car insurance fell $2 month-over-month to $180. The slight shift reflects a larger decline seen over the past six months. In May the average cost was $196. That's a $16 difference over the course of six months. 

According to J.D. Power’s 2025 U.S. Auto Insurance Study, auto insurers are shifting their focus from raising rates to customer satisfaction. 

“Overall satisfaction this year is not particularly high. To shift that perception after the past few years of significant rate increases, insurers need to focus on delivering a tailored, seamless customer experience across all channels,” said J.D. Power’s managing director of insurance business intelligence, Stephen Crewdson.

While good rates and low cost are important to customers, good service and positive claims experience are top drivers for client retention, according to the study.