As Californians prepare for open enrollment this fall, choosing a health plan is about more than coverage. People evaluate health plans not only by their benefits, but also by what the organization stands for, the commitments it makes, and the experiences it delivers, from accessing care to finding information and getting support when it’s needed.
Blue Shield of California’s work to align its brand promise with the experiences it delivers is reflected in Forrester’s U.S. Health Insurers Total Experience Score Rankings for 2026, where Blue Shield ranked No. 3 among 16 health insurers nationwide and was recognized as a Strong Performer. Blue Shield’s score also increased 7.1 points from 55.9 in 2025 to 63.0 in 2026, five points above the industry average, remaining in Forrester’s Leading Quadrant of the growth grid for U.S. health insurers.
Blue Shield believes this recognition underscores its progress in building trust through both its brand promise and member experience.
"We're focused on making healthcare simpler and more responsive to the needs of the people we serve," said Ellen Sexton, executive vice president and chief growth officer at Blue Shield of California. "For us, this recognition reflects exciting progress, but more importantly it reinforces our commitment to listening to our members, earning their trust, and continuously improving the experiences they have every day.”
Blue Shield’s 2026 results
Blue Shield believes its performance reflects strong momentum across key measures:
- No. 3 among 16 U.S. health insurers evaluated
- Score of 63.0, up 7.1 points from 2025
- Five points above the healthcare industry average
- Recognized as a Strong Performer
- Positioned in Forrester's Leading Quadrant of the growth grid for U.S. health insurers
For Blue Shield, the findings reflect continued progress in its efforts to simplify healthcare, strengthen support, and deliver greater value for members and the broader marketplace.
What is Total Experience?
Forrester has measured Customer Experience in the health insurance industry since 2016. In 2025, it expanded its methodology to include Brand Experience, creating a new Total Experience score that evaluates how well an organization’s reputation and promises align with the experiences it delivers.
The approach emphasizes brand trust, recognizing that trust is built through every interaction and every impression. When expectations and experiences align, organizations are better positioned to build lasting relationships with the people they serve.
In healthcare, that connection is especially important. Choosing coverage, understanding benefits, comparing options, and accessing care can be challenging. Health plans that provide clear information, meaningful support, affordability, and easier navigation can help people make more confident decisions about their healthcare and well-being.
Making healthcare easier
A strong brand is ultimately defined by the experience it delivers. For Blue Shield, that means bringing its mission of healthcare worthy of family and friends to life through innovative products, personalized support, and resources designed to help members navigate care more easily.
Investments in digital tools, service models, transparency, and affordability are aimed at reducing complexity and helping people make more informed healthcare decisions. Together, these efforts strengthen the connection between what Blue Shield promises and what members experience.
For consumers evaluating health plans during open enrollment, that connection matters. Choosing a health plan is one of the most important healthcare decisions people make each year, and today’s consumers expect both quality coverage and a seamless, trustworthy experience.
Building trust beyond the member experience
Forrester’s Brand Experience measure also captures perceptions among people who are familiar with a company but are not current customers. Blue Shield believes its recognition in the Leading Quadrant of the growth grid for U.S. health insurers aligns with its values and trust, and indicates that the brand is resonating beyond its existing member base.
The recognition comes as Blue Shield continues to strengthen the experience it delivers across every touchpoint. That focus is also reflected in the company's new "This Is Your Shield" campaign, which positions Blue Shield as a trusted partner helping people navigate healthcare with confidence.
“Creating a simpler, more supportive healthcare journey for our members is at the heart of everything we do,” said Jigar Shah, chief marketing and strategy officer at Blue Shield of California. “It is an honor to be recognized among leaders in experience, and we know that we’re not done yet. We will continue investing in the programs and tools that help us better serve our members and communities.”
For more information about Forrester’s Total Experience Rankings, visit Forrester’s website.
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