TNS Survey Finds That Branded Calls Could Help Stop Scammers

Phone scams are very common, from pretending to be your bank, to dubious sales offers. One way to stop them would be the brand the phone call, so that a company ID would have to be attached if a legit company was calling. Here’s the word;

A Transaction Network Services (TNS) survey released recently finds that the rise in insurance scams and persistently high volume of robocalls is driving consumer demand for insurance providers to brand their calls. In fact, nearly three-fourths (74%) of survey respondents have observed an increase in robocall scams claiming to be from an insurance provider.

The TNS survey also finds that 68% of Americans would answer a branded call from their insurance provider if the brand logo/name were displayed on the incoming call screen – presenting a significant opportunity for providers of home, car, or life insurance seeking to enhance the customer experience by optimizing the voice channel.

“The fact that 62% of consumers would prefer to use the phone, ahead of using text messaging, apps or a website, to talk with their insurance provider reinforces that the voice channel remains core to customer engagement – whether it’s to share new policy offerings, provide updates on a claim, or discuss a policy change,” said Seth Walton, General Manager, Communications Market at TNS. “However, the survey reveals that insurance providers’ customers have a trust issue with the voice channel, one requiring modernization through branded calling.”

Key Survey Findings

Branded calls build layer of protection and trust

● 77% of consumers said using branded calling solutions would help them feel more protected.

● Nearly 7 in 10 (69%) would be willing to pay more for services from an organization that offered the highest levels of customer protection.

Younger Americans more willing to share personal information if calls are branded

● While 59% of Americans would be more willing to share personal information with their insurance provider if the incoming call were branded with their logo and name, that number jumps to 79% for adults in the 25-34 age group.

● While 68% of survey respondents say they would take a call from an insurance provider using branded calling, this figure increases to 80% among respondents aged 25 to 34.

Americans are skeptical of calls claiming to be from insurance providers

● 74% are concerned about robocall scams that claim to be from an insurance provider

● 43% of US adults overall have submitted a robocall complaint to their state Attorney General, the Federal Trade Commission (FTC), or the Do Not Call Registry in the last 12 months. This represents a significant increase from 2023, when only 28% of people had submitted a robocall complaint.

METHODOLOGY

Global market research firm Kantar, on behalf of TNS, surveyed more than 1,000 U.S. adults aged 18-64 between March 6 and 10, 2025. The survey of US wireless phone subscribers examined US adults’ views on branded calls that consumers receive from the insurance industry; factors driving demand for branded calling; and how robocall scams and fraudulent calls affect Americans’ willingness to engage with businesses via the voice channel.

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