Why Do Insurance Companies Have These Stupid Mascots? (Hint: It’s Not to Help You)

Jake from State Farm Is Not Your Friend. Neither Is That Progressive Lady.

Insurance companies spend billions of dollars on marketing every year. And yet, instead of using that money to actually help people who file claims, they pour it into mascots—quirky, friendly faces designed to make you think they’re on your side.

But let’s be real: the moment you actually need your insurance company, the relationship changes. It goes from happy commercials and “we’re here for you” slogans to a cold, calculated process where their only goal is to pay you as little as possible.

So why do they do it? Why are we bombarded with images of Jake from State Farm’s khakis, Flo’s perky sales pitch, and that damn gecko with a British accent?

Let’s break it down.

Step 1: Build Trust Through Familiarity

Insurance companies know that most people don’t think about their policies until something bad happens. They want to control the narrative before you ever need them.

By putting smiling, relatable characters in front of you, they create a false sense of comfort. When disaster strikes, they hope you’ll think of Jake or Flo as a helpful friend, not an industry giant that’s actively working to minimize your claim.

And let’s be honest—it works.

• People actually tweet at Jake from State Farm like he’s a real person.
• Flo has been around so long she’s practically a household name.
• The Geico gecko has been selling people on “15 minutes could save you 15%” for decades.

But once you’re filing a claim, Jake’s not in khakis anymore—he’s in a suit, sitting across from you, telling you why your coverage doesn’t apply.

Step 2: Make You Forget They’re a Corporation

Insurance companies are not small businesses. They are massive corporations with one goal: profit.

• State Farm made over $100 billion in revenue in 2023.
• Allstate pulled in $53 billion.
• Progressive? $92 billion.

Their success isn’t because they’re generous. It’s because they collect billions in premiums and then do everything they can to avoid paying claims.

But they don’t want you thinking about that. So instead of reminding you that they employ entire teams dedicated to denying, delaying, and underpaying claims, they give you a friendly spokesperson who cracks jokes in commercials.

Step 3: Distract You from the Reality of Dealing with Them

When you’re buying insurance, everything is easy. You can get a quote online in minutes. The agent is friendly. They make it seem like they’ll take care of everything if something happens.

Then, you get in an accident. Your house gets damaged. You actually need them.

Suddenly, the process isn’t easy anymore.

• They demand endless paperwork.
• They tell you your policy doesn’t cover as much as you thought.
• They lowball you on your settlement, hoping you’ll just take it and go away.

And here’s the kicker: if you fight back, they treat YOU like the problem.

“Why are you being difficult? Why don’t you just accept our offer?”

Because your policy isn’t a gift—you’ve been paying for it. And now that it’s time for them to do their part, they’re acting like you’re trying to scam them.

What Can You Do?

1. Never assume the insurance company is on your side. Their entire business model is based on paying out as little as possible while keeping their image intact.

2. Document everything. The moment you have a claim, start collecting evidence—photos, emails, call logs. The more proof you have, the harder it is for them to deny you.

3. Get a lawyer. If your insurance company is dragging its feet or giving you the runaround, a personal injury lawyer (like me) can push back. Insurance companies play fairer when they know you have legal representation.