Benchmark car insurance quote forms
Insurance (Germany)

Form score

Technical UX audit of the car insurance quote request forms of ten of the largest motor insurers in Germany, measured with the Exatom form-audit engine on 6 October 2026. Scores run 0–10, higher is better. In a multi-step calculator the score is taken on the first step that asks for personal details.

	Brand	Overall ↓	Accessibility	Performance	Style	Usability	Web standards

The benchmark in numbers

October 2026

5.8Average score out of 10

10Brands scored

15Median questions asked

Category weights

Accessibility×6

Usability×6

Web standards×6

Performance×5

Style×4

Validation×4

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. Validation scored 8.0 for every brand and is left out of the table.

Universal failures – what most brands get wrong

10 of 10 do not focus the first fieldEvery visitor has to click before typing

9 of 10 have a call-to-action that blends inIts colour is too close to the background, so the next step does not stand out

7 of 10 have field borders with too little contrastInputs are hard to locate, most of all for low-vision users

5 of 10 offer no autocompleteNo browser autofill for address and date of birth

4 of 10 have no HTML form around the fieldsLabels, autofill, Enter-to-submit and assistive technology all degrade

Accessibility

Measures how usable the form is for all users: label associations, contrast of labels, input text and field borders, font sizes and the ability to submit the form. Weight in the overall score: ×6.

Market average: 5.3 / 10. Württembergische leads with 7.0; Gothaer (3.7) and AXA (4.2) are lowest. The weakest check is the contrast of field borders: seven of ten brands score zero, because their inputs are drawn with pale borders or as flat grey fills that barely separate from the page.

Benchmark ranking – Accessibility

Score ranking – Accessibility

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Performance

Covers page speed: how fast the step with the form loads and becomes usable. Weight in the overall score: ×5.

Market average: 6.6 / 10 – the strongest category, in contrast to the UK automotive benchmark, where speed was the weakest. HUK-COBURG, ERGO, HDI and Gothaer reach the 8.0 ceiling. Württembergische is slowest at 3.9; Allianz and AXA follow at 5.1.

Benchmark ranking – Performance

Score ranking – Performance

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Style

Evaluates visual design: the position of the form on the page, label placement, field alignment, spacing and font consistency. Weight in the overall score: ×4.

Market average: 5.9 / 10. Württembergische leads with 7.5; Allianz (4.3) and Gothaer (4.7) are lowest. Points are lost on form position, where headers, progress bars and intro text push the first field down the screen, and on label placement.

Benchmark ranking – Style

Score ranking – Style

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Usability

Covers interaction quality: focus on the first field, autocomplete, the prominence of the call-to-action, keyboard order and the number of fields on a screen. Weight in the overall score: ×6.

Market average: 4.5 / 10 – the weakest category. R+V (6.6), HUK-COBURG and HUK24 (6.4) lead; Allianz (1.8) and Gothaer (2.0) are lowest. No brand focuses the first field, five fail the autocomplete check and only Württembergische has a call-to-action that stands out from the form background.

Benchmark ranking – Usability

Score ranking – Usability

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Web standards

Checks whether fields are real form fields: programmatically linked labels, HTML5 input types and semantic structure. Directly affects autofill and assistive technology. Weight in the overall score: ×6.

Market average: 5.3 / 10, and the most polarised category. HUK-COBURG, HUK24, R+V, AXA and Gothaer score 8.0. HDI (0.6), Allianz and ERGO (1.8) and VHV (3.3) are at the bottom because their fields have no programmatically linked label: the visible text is a placeholder or a separate element.

Benchmark ranking – Web standards

Score ranking – Web standards

6.5–10 Good

5.0–6.4 Fair

0–4.9 Needs work

Design analysis

How each quote journey is built, recorded by walking it by hand with a fictitious profile. Nine of the ten scored forms are multi-step online calculators; Württembergische uses a one-step callback form. A driver answers a median of 15 questions up to and including the first personal-details step: about 10 on the car and 4 on the person.

Form structure and number of questions – all brands

Brand	Structure	Stages shown	Car fields	Personal fields	Total	HTML form

The table counts the questions a visitor answers from the start of the journey up to and including the scored step; a date split over three boxes counts once. 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. Gothaer is the brand of BarmeniaGothaer.

Brands that could not be scored

Four of the original top 10 are not in the ranking

Brand	Motor premium 2021 (EUR m)	Reason
LVM	1,381	No online quote form. The only route to a price is "Beratung in einer LVM-Agentur anfordern", an agency finder with a postcode search and map.
Generali	1,045	No online quote form. The only call to action is "Berater finden", which leads to the Deutsche Vermögensberatung advisor finder (postcode search).
DEVK	901	Online calculator exists (3-step indicator, virtual assistant "Carl") but is rendered by a web component in shadow DOM without a <form>; the audit engine finds 0 forms and 0 inputs.
Provinzial	855	No online calculator. The appointment request form (about 12 fields, no vehicle data) is built from web components that each keep their input in a separate shadow root; the audit engine finds 0 forms and 0 inputs.
Versicherungskammer Bayern	462	No online calculator, advisor contact only; same shadow-DOM component library as Provinzial.
Itzehoer	428	No online quote form on itzehoer.de, only "Berater finden".
Kravag	590	Commercial and haulage insurer within the R+V group; no separate private car quote journey.