What happened to Liberty Mutual’s brand perception?

Liberty Mutual Insurance’s recent brand journey has been anything but straightforward. Insurance providers regularly adjust strategies, but Liberty Mutual’s decision in December 2024 to withdraw from California’s condominium and renters' insurance markets sparked a reaction in consumer sentiment.

YouGov BrandIndex tracks daily public opinion across numerous brands, offering clear insight into how Liberty Mutual’s move impacted consumer perception. Following the mid-December announcement, Liberty Mutual’s Impression score – a key indicator of overall consumer sentiment, saw a decline of 9.9 percentage points, falling from 12.4 on December 6, 2024, to 2.5 by January 31, 2025.

Even more pronounced was the decline in Value for Money scores. Value scores fell by 5.8 points from 2.5 on December 3, 2024, to -3.3 on February 1, 2025, suggesting doubts about the insurer’s pricing and product offering in light of its California retreat.

But has Liberty Mutual’s perception recovered since then? By early June 2025, the picture is mixed. The Impression score has partially rebounded to 8.3 by June 5 yet still remains below its pre-announcement level. Meanwhile, the Value scores remains slightly negative at -0.4, indicating lingering skepticism among consumers about Liberty Mutual’s offerings.

While several factors might influence brand perception, the timing here strongly suggests Liberty Mutual’s California decision played a major role. For insurance companies, brokers, and industry analysts, Liberty Mutual’s case underscores how crucial market decisions can quickly influence consumer sentiment, emphasizing the importance of careful planning and clear communication during significant strategic shifts.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Liberty Mutual’s Impression score is based on the question: Which of the following brands do you have a generally POSITIVE/NEGATIVE feeling about? Value score: Which of the following brands do you think represents GOOD/POOR VALUE FOR MONEY? and delivered as a net score between –100 and + 100. Scores are based on an average daily sample size of 1,905-2,062 US adults between December 1, 2024, to June 5, 2025. The figures are based on a 4-week moving average. Learn more about BrandIndex.