Insurance·Class of 2025
Root’s 2025 UX100 insurance award starts from how you drive
UX100 · 9 December 2025
Root leads insurance UX for 2025. The app is the underwriting. You drive, the product watches with your knowledge, and the price comes from that record.
A quote that shows its work
Auto insurance still prices you from a form and a credit-adjacent fog. Root asks for a test drive in the real sense: days on the road, then a policy. The 2025 award is for making that test feel like a test you can understand, not like surveillance with a logo.
The interface has to say what is measured. Root’s path does.
The phone is the actuarial table
There is no separate “underwriting department” website. The same app that asked you to drive explains the result. That closure is the UX. A score dumped into an email would have been a different, worse product.
Lemonade and Ethos
Lemonade led 2024 on a claim that feels like a conversation. Ethos leads 2026 on a life policy you can finish sitting down. Root’s 2025 piece is the driving record as the front door.
Questions about this award
Who won the UX100 insurance category in 2025?
Root. UX100 recognized a quote that begins with how you drive and explains that test in the app.
Which insurance products won other years?
Lemonade in 2024 and Ethos in 2026.