America's Most Trusted D2C Brands 2026 › GEICO
#6 of 100 – Insurance

GEICO

Car insurer that has sold policies directly to drivers by phone, online and app since it started, without agents taking the sale.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 84/100
GEICO ranked #6 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score85.46out of 100
US D2C rank#6 of 100
HeadquartersChevy Chase, MD
Founded1936
Latest revenue$44.5B premiums earned (FY2025); $45.2B premiums written; $6.8B pre-tax underwriting earnings
Trust pillar84/100

The GEICO story

GEICO was founded in 1936 by Leo Goodwin and Lillian Goodwin and is owned today by Berkshire Hathaway Inc. (public, NYSE: BRK.A/BRK.B), wholly owned since 1996. It is one of 9 Insurance brands in this year's ranking, where it places #2.

Why people trust GEICO

Decades of low-price direct auto cover, backed by Berkshire Hathaway and its long-running gecko advertising.

The watch-out

Pre-tax underwriting earnings fell 12.7% in 2025, and analysts say it is still catching up with Progressive on pricing technology.

Why GEICO ranks #6

Strongest of the four trust-led pillars

Brand Recall, scored 95 out of 100.

Room to grow

Brand Love, scored 78 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. GEICO scores 85.46 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
84
Brand Recall (18%)
95
Brand Positioning (15%)
86
Brand Love (15%)
78
Product, Innovation & Delivery (10%)
82
Digital & Financial Soundness (6%)
90
Governance & ESG (4%)
82

Versus its nearest rivals

4USAAInsurance · 87.365L.L.BeanFashion · 86.116GEICOInsurance · 85.467NetflixTech · 85.208Build-A-Bear WorkshopPets · 83.90

Questions people ask

What rank is GEICO in WCRC's America's Most Trusted D2C Brands 2026?

GEICO ranks #6 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 85.46 out of 100.

Why is GEICO trusted?

Decades of low-price direct auto cover, backed by Berkshire Hathaway and its long-running gecko advertising.

What is GEICO's revenue?

$44.5B premiums earned (FY2025); $45.2B premiums written; $6.8B pre-tax underwriting earnings, as per the company's filed accounts or published results.

Who owns GEICO?

GEICO is owned by Berkshire Hathaway Inc. (public, NYSE: BRK.A/BRK.B), wholly owned since 1996. It was founded in 1936 and is based in Chevy Chase, MD.

What is GEICO's biggest challenge?

Pre-tax underwriting earnings fell 12.7% in 2025, and analysts say it is still catching up with Progressive on pricing technology.

Key facts

BrandGEICO
Company / ownerBerkshire Hathaway Inc. (public, NYSE: BRK.A/BRK.B), wholly owned since 1996
HeadquartersChevy Chase, MD
Founded1936
Founder(s)Leo Goodwin and Lillian Goodwin
Latest revenue$44.5B premiums earned (FY2025); $45.2B premiums written; $6.8B pre-tax underwriting earnings, as per company filings
SectorInsurance
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.