How Samsung Fire & Marine Insurance Dominated Auto Insurance for 25 Years: Customer Service Secrets Revealed

Samsung Fire & Marine Insurance Maintains 25-Year Auto Insurance Leadership

In the 2025 NCSI automobile insurance sector, Samsung Fire & Marine Insurance maintained its first-place position with 79 points, the same as last year. DB Insurance ranked second with 78 points, while Hyundai Marine & Fire Insurance and KB Insurance tied for third place with 77 points. Samsung Fire & Marine Insurance has recorded 25 consecutive years in first place, including the period when property and automobile insurance were surveyed together.

Samsung Fire & Marine Insurance has received high evaluations for systematically identifying consumer inconveniences and seeking improvement measures, such as being the first in the non-life insurance industry to introduce the 'Communication with Customers' system in 2005. In April of this year, the company renewed its main website to enhance readability on both PCs and mobile devices and simplify various procedures, according to evaluations. Starting in September, it separately designated regions with high usage by elderly consumers—such as Gangbuk, Seoul, and Gwangju Metropolitan City—and also established dedicated customer service counters for financially vulnerable groups.

DB Insurance garnered attention in January of this year by being the first in the industry to launch the 'Electric Vehicle SOS Service Special Clause II', which includes an emergency dispatch charging service for electric vehicle battery discharge customers. This clause goes beyond the existing service of towing discharged vehicles to nearby electric vehicle charging stations by also providing rapid V2V (Vehicle to Vehicle) charging services through dispatched vehicles. The time required for battery recharging is expected to significantly decrease.

KB Insurance developed and introduced the 'Automobile Accident Liability Ratio AI Agent' service, utilizing generative AI, starting in September of this year. This service automatically calculates and guides users on liability ratios based on accident reports received by AI. As a result, employees' repetitive search tasks are reduced, accident processing times are accelerated, and customers are expected to receive faster and more objective compensation services.

Hyundai Marine & Fire Insurance has been providing an upgraded 'Automobile Compensation AI Voice Guidance System' since March of this year. The AI voice bot, first introduced in the industry in 2023, has been guiding users through accident processing procedures. However, with this upgrade, the scope of guidance provided by the AI bot has significantly expanded to include insurance payouts, repair costs, and accident processing results. It also guides users on the renewal of direct automobile insurance policies upon expiration.