Progressive Insurance | Brand Guidelines

Other legally approved savings claims alternatives (disclaimer can be one click away):

• New customers who save with Progressive save nearly $975 on average
• Nearly  $975 average savings for new customers who save
• Nearly  $975 average savings for drivers who switch and save.
• Drivers who switch and save with Progressive save an average of nearly $975
• Average savings of nearly  $975 for people/drivers/customers who switch and save

Legal considerations

*National average 12-month savings of $975 by new customers surveyed who saved with Progressive between June 2025 and May 2026. Potential savings will vary.

When making this claim, please adhere to the following:

• Whenever possible, include all disclosure material within the claim itself.
• If all information cannot be included in the claim itself, be sure we include a clear and conspicuous disclosure in close proximity to the claim.
• Avoid personalizing the claim, e.g., "You can save $975 on average."  
• Obtain Legal group approval for marketing materials using the savings claim.

Approved messaging:

Customers who save by switching their Home and Auto to Progressive save $1,086 on average.

Wording options:

• Customers who save by switching their Home and Auto to Progressive save $1,086 on average.
• New customers who save bundling their home and auto save $1,086 on average
• New customers who save bundling home and auto save $1,086  on average
• $1,086 average savings for new customers who save bundling home and auto
• Average savings of $1,086  for new customers who save bundling home and auto
• New customers who bundle and save with PGR save X on average
  • adding “Direct” to the Progressive logo, or 
  • "save over $975  on average"
  • "save over $950 on average"
  • "save  27% on average"
  • "save over 20% on average"
  • "Save over 25% on average"
  • "save hundreds on average"

Approved messaging:

You tell us how much you want to pay, then we show you the best coverage options to meet your budget.

Wording options:

• You tell us how much you want to pay, and we’ll help get you great coverage at a fair price .
• Easy to start the quote .
• We’ll help you find options to fit your [needs/budget].
• Find [options/coverage] [for/within] your budget.
• Find a rate that works for you .
• We can help you find a great fit on car insurance.

Legal considerations:

• “tool” is not capitalized 
• Must use registered trademark symbol after Price® .
• Focus on NYP as a unique shopping tool, not a low-priced policy (i.e., it's not for savings) .
• Don't show specific rates/amounts in ads (legal preference!) 
• Do not use product as a verb (i.e., “Name your price today.”)
• Do not use the word "control" in an NYP ad, even if it is not in reference to NYP directly

Approved messaging:

HomeQuote Explorer® will help find the right coverage for you, even if it's not with Progressive. Progressive is the only insurer that lets you compare home insurance rates and coverages from multiple companies side by side, so you can choose what’s best for you, even if it’s not with us.

Legal considerations:

• When advertising HQX in digital/social or any creative with limited space, we need to make sure to distinguish that HQX is only for our direct rates. This can be done by either adding “Direct” to the Progressive logo or  including a reference to direct somewhere in the copy (ex. “We’ll show you our direct rate” or “Progressive Direct helps you get a great rate…”). 
• Must use registered trademark symbol after Explorer®   
• Majority of users only see 2 options (one being PGR), the visual should not imply there will be a lot of choices

Legal Disclosure

• Available in select states and situations.