German car insurance quote form benchmark 2026: ten insurers scored

The quote request is the conversion point of car insurance. Every autumn, ahead of the 30 November switching deadline, German insurers spend heavily to bring drivers to their calculators, and the form decides whether that visit becomes a priced offer. We audited the quote request forms of ten of the largest car insurance brands in Germany to see how they have built that form, and where they leave conversions behind.

Key findings of the German car insurance quote form benchmark

• The ten scored brands average 5.8 out of 10. HUK-COBURG leads with 7.0. Allianz, the largest motor insurer by premium, is last with 4.0.
• Four of the original top-10 brands could not be scored at all. LVM and Generali offer no online quote form, and the forms of DEVK and Provinzial are built in a way the audit engine cannot read.
• A driver answers a median of 15 questions before leaving the first personal-details step: about 10 on the car and 4 on the person. Most journeys continue after that.
• Usability is the weakest category, averaging 4.5 out of 10. Performance is the strongest at 6.6.
• No brand focuses the first field when a step loads, and nine of ten have a continue button that blends into the page.

Source: Exatom form-audit engine, desktop, 6 October 2026.

How German car insurers score

The audit gives each form a score from 0 to 10. In a multi-step calculator the score is taken on the first step that asks for personal details about the policyholder, such as date of birth, address or occupation. Name and contact fields come after the price in most calculators, which is why this earlier step is the comparable one across brands.

Position	Brand	Overall score
1	HUK-COBURG	7.0
2	HUK24	6.8
3	R+V	6.7
4	AXA	6.2
4	Württembergische	6.2
6	Gothaer (BarmeniaGothaer)	5.6
7	VHV	5.1
7	ERGO	5.1
7	HDI	5.1
10	Allianz	4.0

The ranking splits into two groups. The five brands at 6.2 and above wrap their fields in a proper HTML form with linked labels. Four of the five below that line do not, and the engine cannot connect their labels, autofill or submit button to the fields. That single implementation choice explains most of the gap. The scores per category are in the benchmark report.

Market size does not predict form quality

The market leader by policies, HUK-COBURG, has the best form, and its direct brand HUK24 is second. The leader by premium, Allianz, has the weakest: 21 inputs on one page, no form element and no autofill.

Four of the ten largest brands are not in the ranking at all. Two of them, LVM and Generali, do not let a driver request a quote online. The other two, DEVK and Provinzial, build their forms from isolated components that neither the audit engine nor, in many cases, a browser’s autofill can read as a form.

Fast pages, weak foundations

German car insurers have invested in the look of their calculators. Pages load fast, typography is consistent and several brands have moved to a friendly one-question-per-screen style. Performance averages 6.6, the strongest category, and HUK-COBURG, ERGO, HDI and Gothaer reach the 8.0 ceiling. In the UK automotive benchmark, speed was the weakest category.

The engineering underneath has not kept pace. Usability averages 4.5 and web standards 5.3, held down by basics: fields that are not real form fields, labels that are only placeholders, no autofill, no focus on the first input.

What every insurer gets wrong

Finding	Count	What it means
First field not focused on load	10 of 10	Every visitor has to click before typing
Call-to-action colour too close to the background	9 of 10	The next step does not stand out
Field borders with insufficient contrast	7 of 10	Inputs are hard to locate, most of all for low-vision users
Autocomplete not available	5 of 10	No browser autofill for address and birth date
Fields not wrapped in an HTML form	4 of 10	Labels, autofill, Enter-to-submit and assistive technology all degrade

Fifteen questions before the first personal step

Nine of the ten scored forms are multi-step online calculators. Only Württembergische uses a one-step form, and it is a different kind of form: a callback request that collects contact details and no vehicle data, after which an advisor prepares the quote.

Within the multi-step group there are three designs. HUK-COBURG, HUK24, AXA and R+V put several related questions on each page and name the stages in a progress bar. VHV, ERGO, HDI and Gothaer ask one question or one small group at a time, with large tap targets. Allianz places all 21 quote inputs on a single scrolling page.

Counted from the start of the journey up to and including the scored step, totals range from 11 to 21 questions, with a median of 15. The car takes most of the effort: a median of 10.5 questions against 3.5 on the person. Three points need context.

• Allianz looks longest because its first step is the whole pre-price journey. For the other calculators more steps follow the scored one, typically mileage, drivers and the no-claims class.
• AXA asks for the most personal data before a price. Once the postcode is entered, street and house number appear and are required.
• HUK-COBURG shows the price at stage five without any contact details. The later stage for name, address and contact sits behind a mandatory customer-account login, a hard stop for anyone who wanted to finish as a guest.

How we researched the benchmark

Which brands are in the benchmark

The top 10 was drawn from gross motor premiums per insurer in the V.E.R.S. Leipzig Branchenmonitor, as published by Pfefferminzia for 2021, the most recent complete ranking that is freely accessible. Where a brand could not be researched, the next largest brand with a scoreable form took its place: HUK24, ERGO, HDI and Gothaer (BarmeniaGothaer).

Design data

Design attributes come from walking each quote journey by hand with a fictitious profile: a 2017 VW Golf 1.4 TSI, a driver born in 1985 living in Berlin, switching insurer, private use. For each brand we recorded whether the form is one-step or multi-step, how many stages it shows, and how many questions are asked about the car and about the person.

Score data

Scores come from the Exatom form-audit engine, which evaluates the HTML of a form: labels, input types, autocomplete, contrast, spacing, call-to-action and page speed. The audit ran on 6 October 2026 in desktop Chrome. No form was submitted and no account was created; all entries were fictitious test data.

This benchmark contains no behavioural data. Scores describe how a form is built. They do not show where visitors give up.

What insurers can do next

Three priorities follow for any insurer in this list.

1. Fix the markup first. Wrap each step in a form element, link every label to its input and allow autocomplete on postcode, address, birth date, e-mail and phone. For VHV, ERGO, HDI, Gothaer and Allianz this is the largest single gain available, and it changes nothing in the visual design.
2. Remove the small frictions every brand shares. Focus the first field on each step, give inputs a visible border and make the continue button the most prominent element on the screen.
3. Ask for personal data late and explain why. A full street address before the price, an account login before the application or eleven personal fields for a callback each put the heaviest request at the point where the visitor has received the least.

Which of the 15 questions costs the most quotes is something only live data shows. Form analytics measures drop-off and correction rates for every field of your own calculator, and that is where the optimisation effort should start.