Allstate has rolled out free identity‑theft protection to 6.8 million customers in 14 states, covering home, auto, renters, and other qualifying personal‑lines policies. The benefit is accessible through the Allstate app and online portal.
The move expands Allstate’s value proposition beyond traditional property and casualty coverage. By offering digital protection at no extra cost, the insurer aims to reduce fraud incidents that often spike after storms and to strengthen customer loyalty in a market where retention is a key competitive lever.
Allstate has offered identity protection since 2018, and this rollout marks the first time a major U.S. insurer provides the service free of charge to policyholders. The benefit is revenue‑neutral but is expected to support retention and potentially lower future claim costs by mitigating identity‑theft‑related fraud.
"Allstate protects people from life's uncertainties by being there for customers before, during and after a storm. Starting today, millions of home, auto and renters insurance customers get the added value of identity protection at no additional cost and hands‑on support from experts who guide them through the recovery process," said Mario Rizzo, chief operating officer.
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