Media reputation study 2025: Mobiliar and KPT at the top
Mobiliar leads the media reputation ranking of insurance companies, followed by Swiss Re and Zurich. KPT achieved the highest reputation score among health insurers. The study conducted by Swissreputation.group in cooperation with Pressrelations Switzerland analyzed media reports from the entire year 2024.
Mobiliar has the best media reputation among the major Swiss insurance companies. Swiss Re, Zurich, AXA and Swiss Life follow in the next places. Among health insurers, KPT achieved the highest score, ahead of CSS, Visana, Sanitas and Atupri. The study is based on the evaluation of over 40,000 relevant statements in online and print media in German, French and Italian.
The analysis shows that the five top-ranked insurance companies have balanced reputation profiles overall. Mobiliar achieved the best score in "ESG & Sustainability", Swiss Re in "Management & Leadership", Zurich, Swiss Re and Swiss Life in "Economic Performance". Although Suva and Baloise achieved top scores in "Products & Services" and "Innovation", they did not make it into the top 5.
In the case of health insurance companies, the overall media picture is more negative, characterized by issues such as rising premiums or individual cases of benefits not being covered. KPT leads the ranking, while CSS scores well in "Innovation" and "ESG & Sustainability", but falls behind in "Products & Services" and "Economic Performance". Visana has a balanced profile, Sanitas shows weaknesses in "Workplace" and Atupri lags behind in "Economic Performance".
The study uses AI-supported analyses to evaluate the topics, tonality and visibility of companies. According to Swissreputation.group Managing Director Lukas Zihlmann, a strong media reputation is not a sure-fire success: "You have to earn it every year."
