Car insurance has always been one of those soul-draining necessities that makes you question modern life. Once upon a time, humans lived off the land, concerned only with shelter, food, and survival. Fast forward to now, enter Honda Insurance Solutions, the automaker’s newly launched, fully-integrated insurance marketplace. Do you feel safer?
Announced this week, it’s now live across all 50 US states and offers policy quotes from top carriers, thanks to a strategic partnership with VIU by HUB, a leading omnichannel insurance broker. On the surface, it’s all about streamlining the experience for Honda and Acura drivers, no more awkward phone calls, just simple, transparent options bundled neatly into your existing vehicle account. But under that clean interface lies a much bigger shift in strategy.
Just like Tesla and GM, Honda isn’t just building cars anymore, it’s building a financial ecosystem. By bringing insurance in-house, they’re securing another revenue stream and one more recurring interaction point with their customers. And in today’s world of connected cars generating mountains of real-time driving data, this gives automakers access to a goldmine of monetizable insights, with user consent, of course.
“Honda Insurance Solutions provides coverage through a brand customers already know and trust,” said Petar Vucurevic, president of the new division and SVP at American Honda Finance. But the real game-changer came later in the announcement: Honda plans to embed insurance directly into the vehicle purchase process, using real-time data to dynamically tailor coverage. That means your future Honda might offer insurance the moment you drive it off the lot, automatically customized based on your driving behavior, with policies that evolve through software updates.
This isn’t just a side hustle for Honda, it’s a foothold in the future. As EVs, autonomous features, and vehicle connectivity reshape what a “car” even is, the companies that thrive will be those offering ongoing services, not just steel and rubber. With this move, Honda isn’t just making insurance easier. it’s reinventing ownership as a subscription. Whether that excites or worries you depends on how much control you’re willing to give up in exchange for convenience.
