Beyond the Policy: Agents Help Stretched Homeowners Navigate Rising Risk

 The Great Shift in Homeownership Risk 

Homeownership has always come with its share of responsibilities, but today’s environment is testing the limits of what many families can manage. Nationwide’s newly released 2025 Homeowners Reportⁱ reveals that rising insurance premiums, inflation, aging infrastructure, and increasingly frequent natural disasters are turning what was once a source of pride into a source of stress.   

In response, insurance agents are stepping beyond their traditional roles, becoming proactive risk coaches who help clients prevent small issues from escalating into costly claims. By leveraging smart technology and personalized guidance, agents are helping homeowners navigate uncertainty and redefine what it means to feel truly protected.  

“Homeowners are juggling optimism with uncertainty,” said Michael Tripp, Senior Vice President of Personal Lines Sales and Distribution at Nationwide. “Agents are uniquely positioned to close that confidence gap by turning insurance knowledge into clear, actionable plans that help families protect their homes, not just insure them.”  

Agents Have a Window into Homeowner Worries 

While 63% of homeowners say they’re confident their coverage would meet their needs in the event of a claim, that confidence is fragile. More than half (57%) worry their policies may not cover certain types of damage or incidents.  

Agents report that clients are most stressed by:  

• Rising premiums (43%)
• Severe weather damage (39%)
• Unexpected repairs (37%)
• Aging home systems (34%) 

In fact, 28% of agents say their clients’ top concern is simply understanding what their insurance does (and doesn’t) cover.  

When asked what would make their insurance feel more emotionally reassuring, homeowners pointed to:  

• Faster claim resolution guarantees (54%)
• 24/7 live emergency support (52%)
• Coverage for temporary housing with added amenities (50%) 

Prevention Is the New Protection 

Agents are redefining what protection is, moving beyond reactive support to proactive risk prevention. According to the survey, 85% of agents now recommend smart-home technology to help reduce risk, including:  

• Smart sensors for smoke and carbon monoxide (62%)
• Smart locks for doors (59%)
• Whole-house water flow sensors (58%) 

“Insurance is more than being there after the loss,” said Tripp. “It’s also helping people prevent damage before it happens. Whether it’s through smart sensors that detect leaks or simple seasonal check-ins, our agents are empowering homeowners to act early and stay protected.”  

Homeowners are taking notice with smart home tech adoption rising, especially among Gen Z and Millennials:  

• 48% of homeowners use a security system or smart surveillance
• Rising to 71% among Gen Z and Millennials
• Millennials now average 4.6 smart devices per household, compared to 3.1 for Gen X and 2.2 for Boomers
• More than one in three (37%) installed safety tech to qualify for an insurance discount, rising to 56% among Gen Z and Millennials 

Still, gaps remain. Only 27% of homeowners own a smart water sensor, despite water damage being one of the most frequent and costly claims. Only 23% own electrical fire monitoring devices.  

That’s a problem, considering how much damage a hidden leak or faulty wiring can cause. The good news is some insurance providers (like Nationwide) are offering devices like Leakbot and Phyn smart water sensors for water detection and Ting for electrical monitoring for no cost to most home policyholdersⁱⁱ—to help catch issues before they become disasters.   

How Agents Are Supporting Homeowners 

Agents have a front-row seat to the evolving homeownership landscape. After years of affordability challenges and housing market volatility, financial stress has overtaken pride of ownership for many.  Nearly half (45%) of surveyed homeowners (57% of Gen Z and Millennials) spoke with an agent in the past year to better understand their coverage.  Agents are seeing dramatic shifts in behavior:  

• 78% report clients attempting to reevaluate their current homeowners policies to reduce premiums
• 76% say clients are requoting through other carriers
• 68% have seen clients cut coverage to save money
• 61% have seen clients increase coverage to reflect rising home equity and repair costs 

As homeowners weigh cost against coverage, agents have become essential guides helping clients avoid short-term savings that lead to long-tern exposure. Leading agents are reframing the conversation, not about cutting coverage but making smarter and more strategic choices. That means reviewing deductibles, updating home values, and comparing exclusions so clients can make informed trade-offs.  

“Protection starts with connection,” Tripp added. “When agents see themselves not as policy sellers but as partners in resilience, that’s when real trust, and real protection, begins.”  

A New Era of Insurance Advisory 

Nationwide’s 2025 Homeowners Report paints a clear picture: the role of the insurance agent is evolving. In a time of rising risk and shrinking budgets, agents are becoming trusted advisors, tech advocates, and resilience partners.  

For independent agents, this shift presents a powerful opportunity to deepen client relationships and lead the way in modern risk management.  

Read the full 2025 Homeowners Survey  

Learn more about Nationwide’s smart home offerings 

ⁱ2025 Homeowners Survey  
Methodology: Nationwide commissioned Edelman Data & Intelligence to conduct a 15-minute online survey among 1,000 U.S. homeowners and 400 independent insurance agents from July 30–August 18, 2025. 

ⁱⁱAvailability varies by state, coverage selections and rating factors. The smart home monitoring system and related support will be supplied by the third-party device provider and maker. Nationwide is not responsible for the system, installation or any home monitoring. To be eligible for this offer, the customer must have an active Nationwide homeowners, condo or tenant policy. 

Smart home is not available in AK, HI, LA, NY and OK. Ting devices are not available in WA. Contact your independent agent to find out about other available discounts.