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Amy Beardsley is a seasoned insurance expert who’s been writing for Compare.com since 2023. She has more than 12 years of industry knowledge and expertise in auto, home, life, commercial, and other insurance products. Amy’s work has been published by Berkshire Hathaway Specialty Insurance, Legal & General, NerdWallet, Robinhood, Insurify, NEXT Insurance, and more.
Amy worked as a court administrator before becoming a content marketing writer. Her legal background has equipped her with the ability to simplify complex technical language into easy-to-understand content.
She graduated magna cum laude from Ferris State University, where she earned a Bachelor of Science in Business Administration and Legal Studies.
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Nick Versaw leads Compare.com's editorial department, where he and his team specialize in crafting helpful, easy-to-understand content about car insurance and other related topics. With nearly a decade of experience writing and editing insurance and personal finance articles, his work has helped readers discover substantial savings on necessary expenses, including insurance, transportation, health care, and more. As an award-winning writer, Nick has seen his work published in countless renowned publications, such as the Washington Post, Los Angeles Times, and U.S. News & World Report. He graduated with Latin honors from Virginia Commonwealth University, where he earned his Bachelor's Degree in Digital Journalism.
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At Compare.com, it’s our mission to give you the tools to find the best (and most affordable) insurance for your unique needs and budget. We strive to provide information that’s helpful, clear, and unbiased, and we believe that comparing insurance companies should never put you at risk of spam. Our editorial team — which is made up of experienced writers, editors, insurance agents, and data analysts — has spent thousands of hours researching and creating the coverage overviews, side-by-side comparisons, and detailed reviews you see across our site.
While we make money through partnerships with some of the brands we discuss in our articles, our editorial team operates 100% independently, and these partners never influence or affect the topics, reviews, ratings, or recommendations we provide. We never guarantee favorable reviews or mentions in exchange for compensation from any brands or partners, and we uphold strict editorial standards to ensure our content is always independent, truthful, and unbiased.
If you’re wondering what happened to Flo from Progressive, you can relax. She didn’t go anywhere. In the spotlight since 2008, Flo is the company’s longest-running spokesperson. But now she’s sharing screen time with characters like Jamie, Dr. Rick, and Mara.
Flo has been in several spots in 2025, and the company has mentioned she’s not going anywhere (at least any time soon). Progressive’s also leaning into Dr. Rick’s “un-becoming your parents” series, including that awkward 2025 insurance commercial where a young homeowner won’t stop talking through a bathroom door about lunch options.
We’ll explore why Progressive made this shift, what Flo’s been up to lately, and give you some tips on how to compare car insurance quotes.
Flo is still around: She still appears in new insurance commercials, just not every TV spot.
Why the shift: Progressive has expanded its characters and storylines to appeal to a broader range of insurance shoppers.
No retirement plans yet: Company leadership called her “core to the brand” in late-2024 interviews.
Flo, with her signature hairstyle and uniform, is still in the game. In August 2025, she starred in Progressive’s “Vacation” commercial, admitting even she needs breaks from juggling everything. She also appeared alongside Janice in May 2025 for the car insurance company.
While Progressive hasn’t publicly announced any contract extensions recently, its 2024 Annual Report makes it clear that “Flo and her squad are iconic and continue to resonate with consumers looking for cheap car insurance after all these years.”[1]
Simply put: Flo’s not disappearing. Progressive is just expanding its portfolio of advertisements with new entertainment.
Progressive’s shift away from Flo-centric marketing campaigns comes down to smart brand management and audience psychology. The company realized that even successful characters can wear out their welcome with too much screen time.
Here’s why the car insurance company has diversified Flo’s performance:
Preventing character fatigue: Limiting Flo’s appearances preserves her entertainment appeal and keeps things from getting stale.
Broader storytelling: The brand is “[sharing] more of the heart behind the Progressive story,” according to CEO Tricia Griffith in a 2024 press release.[2]
Reaching more people: Characters like Dr. Rick and Mara connect with younger and emerging audiences in ways that Flo alone couldn’t.
This approach keeps Progressive in the running for the best car insurance company without wearing out Flo’s charm.
Find out which company has the best rates for you in just a few minutes.
Behind that cheerful apron is Stephanie Courtney, a seasoned performer who’s been in comedy long before TV ads for a car insurance company made her famous. Born in 1970 in Stony Point, New York, she attended Binghamton University before moving to Los Angeles in 1997.
Courtney joined the Groundlings, the improv program, and her first national commercial was for a Bud Light Super Bowl commercial back in 1999. She’s done voiceover work on “Phineas and Ferb” and “The Looney Tunes Show.” Courtney has also had roles as Marge on “Mad Men” in 2007 and as Essie Karp on “The Goldbergs” from 2018 to 2023.[3]
While online speculation puts her annual earnings with Progressive somewhere around $1 million, commercial agent Phil Cassese told The New York Times that an annual figure “like $10 million” would be “in the fair ballpark.”[4]
 |  |  |  |  |
|---|---|---|---|---|
Average Premium Prices based on average across state-minimum and full coverage car insurance $137/mo* | Average Premium Prices based on average across state-minimum and full coverage car insurance $116/mo* | Average Premium Prices based on average across state-minimum and full coverage car insurance $83/mo* | Average Premium Prices based on average across state-minimum and full coverage car insurance $192/mo* | Average Premium Prices based on average across state-minimum and full coverage car insurance $105/mo* |
Overall Rating 3.2 | Overall Rating 4.0 | Overall Rating 3.9 | Overall Rating 3.7 | Overall Rating 3.5 |
Value 3.3/5 | Value 4.2/5 | Value 4.1/5 | Value 3.9/5 | Value 3.8/5 |
Customer Service 3.6/5 | Customer Service 4.3/5 | Customer Service 4.4/5 | Customer Service 4.2/5 | Customer Service 4.1/5 |
Claims Handling 3.3/5 | Claims Handling 3.9/5 | Claims Handling 3.9/5 | Claims Handling 3.9/5 | Claims Handling 3.5/5 |
Special Highlight N/AAI-generated from 267 user reviews | Special Highlight N/AAI-generated from 239 user reviews | Special Highlight N/AAI-generated from 292 user reviews | Special Highlight N/AAI-generated from 49 user reviews | Special Highlight N/AAI-generated from 160 user reviews |
Flo’s journey from quirky store clerk to advertising icon spans nearly two decades of success for the Progressive car insurance company. What started as simple product introductions evolved into an entire universe of characters and storylines across many insurance commercials.
Here’s a breakdown of Flo ’s performance and entertainment evolution through the years, including a timeline of some of her most notable appearances.
Year  | Appearance |
|---|---|
| 2008 | Flo debuts in her first “Superstore” commercial. |
| 2009 | Flo introduces Progressive’s Name Your Price tool. |
| 2010 | “The Messenger” introduces a cowboy friend for Flo. |
| 2011 | Flo introduces the Snapshot telematics program. |
| 2014 | 100th Flo ad airs, and viewers meet Flo’s family, all played by Stephanie Courtney. |
| 2015 | Jamie becomes Flo’s sidekick in “Sprinkles Are for Winners.” |
| 2017 | Flo Chatbot launches, allowing quotes via Facebook Messenger. |
| 2018 | ”Squad” ad campaign expands Superstore colleagues. |
| 2020 | “Work From Home” ad campaign adapts to the pandemic era. |
| 2025 | Flo appears in “Janice on the Road,” “Progressive Ranch,” and “Vacation.” |
While Flo might be the face everyone knows, Progressive’s supporting cast has grown. Here’s the roster as it stands in 2025:
Jamie: Flo’s coworker since 2015, who somehow manages to be both awkward and surprisingly knowledgeable about insurance
Dr. Rick: The “un-becoming your parents” coach, introduced in 2020, struck a chord with younger homeowners dealing with the challenges of adulting.
Motaur: The half-man, half-motorcycle character from 2019 represents how riders feel truly connected to their bikes, like they’re one unified being.
Mara: Part of the larger case alongside Jamie and Flo, his sarcastic, cynical character delivers insurance facts with the enthusiasm of someone reading a grocery list.
Alan: This more straightforward character usually appears with Mara and offsets the quirkier personalities of the other three.
Captain Ebb N Flo: A lesser-known cast member, this nautical-themed character combines sea shanties with insurance advice
First Mate Hans UnDek: The captain’s sidekick ties knots so well he can’t even undo them himself.
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Before Flo’s debut, car insurance company ads didn’t have much personality. Progressive changed that in 2008 by introducing Flo, who brought a friendly face and a sense of humor to an industry known for being dull.
Her success can’t really be understated, either. The company’s revenue climbed from almost $15 billion in 2007 to nearly $50 billion by 2024, and Progressive now holds the number-two spot for private passenger auto insurance market share.[5] Obviously, that can’t all be attributed to Flo, but her work has certainly increased Progressive’s overall brand awareness.
Jeff Charney, former chief marketing officer at Progressive, once said Flo helped Progressive win “the insurance arms race” by adding emotion where none existed before.[6]
Flo continues to stand out nearly two decades later. She consistently ranks near the top for message recall — second only to Allstate’s Mayhem, according to MarketCast.[7]
Looking ahead, Tricia Griffith, CEO of Progressive, explained, “As a brand that largely leverages humor, we’re excited to share more of the heart behind the Progressive story.”
Flo isn’t heading for retirement anytime soon. Progressive’s 2024 annual report is clear that Flo remains “iconic” and continues to “resonate with consumers.”
While no official word suggests she’s winding down, you may see her a bit less often. Flo continues to pop up in the company’s latest insurance commercials, though she’s sharing the TV ad spotlight with the rest of the Progressive cast. This helps keep Flo familiar and well-liked, while making sure viewers don’t get tired of seeing her in every single ad.
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You don’t need to run into legacy icon Flo in the checkout aisle to save on insurance. Progressive offers plenty of ways to cut your insurance costs.
Try these tips:
Compare quotes from multiple insurers before committing to a policy.
Bundle your home and auto for a multi-policy discount.
Sign up for Snapshot for rates that match your driving habits.
Keep your driving record clean to qualify for safe-driver savings.
Look for discounts for things like paperless billing and automatic payments.
Rates can change based on market trends, your driving history, and other factors, so it’s worth checking a car insurance comparison site when your policy is up for renewal.
Compare rates from several top insurance companies and find the best fit.
Finally, let’s look at Progressive’s average rates, customer feedback, and the rankings to help you decide if it’s the right fit.
| User Reviews | 3.2 |
|---|---|
| Our Rating Compare.com's ratings are determined by our editorial team. The objective formula used in these reviews weighs several important factors to consider when choosing financial products and services, including customer satisfaction ratings, ease of use, and a number of other components. | 4.3 /5 |
| Liability Only Liability-only insurance, sometimes called minimum-coverage insurance, pays for bodily injury and property damage to others in an accident the policyholder causes. It does not pay for the insured’s own damages. | $101/mo |
| Full Coverage Full-coverage car insurance generally includes liability, collision, and comprehensive coverage, and may include other optional coverages such as uninsured motorist coverage. Collision covers a policyholder’s repair or replacement costs in case of an accident. Comprehensive covers damages caused by non-accident events. The average quote displayed here reflects policies with the following coverage limits: $50,000 bodily injury liability per person; $100,000 bodily injury liability per accident; $50,00 property damage liability per accident; $1,000 collision deductible; and a $1,000 comprehensive deductible. | $173/mo |
Customers appreciate the initial affordability and claim handling but dislike the frequent and unexplained rate increases, as well as the poor customer service.
Customers appreciate the initial affordability and claim handling but dislike the frequent and unexplained rate increases, as well as the poor customer service.
Progressive is one of several national insurers that offer 24/7 customer care, an easy-to-use mobile app, and competitive pricing — even to drivers considered high-risk. It offers a wide range of auto coverage options, but price hikes may eventually occur, regardless of driving record changes.
Great discount programs
Snapshot can save drivers as much as 30%
24/7 customer service and claims availability
Higher rates than some competitors
Vague loyalty program requirements
Snapshot mobile app issues
If you have questions about what happened to Flo from Progressive, here are some quick answers.
Progressive rotates its cast members, so some advertisements highlight other characters. Flo still appears regularly, just not in every new ad or marketing campaign.
Progressive has no plans for Flo to leave the company, according to its 2024 annual report. She’s not retiring, but you may see her less as she shares the screen with more Progressive characters.
No official “new Flo” replacement exists. Progressive has introduced additional characters, but Flo continues to be the most recognized spokesperson for the brand.
Stephanie Courtney, a comedian and actress, has played Flo since the character debuted in 2008 and continues to be the face and personality behind the role.
Flo’s exact salary details aren’t public. Industry rumors suggest Flo from Progressive earns anywhere from $1 million to $10 million, but we couldn’t confirm any official figures.
Flo made her television debut for Progressive in January 2008 and quickly became one of the most recognizable faces in insurance company advertising.
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Amy Beardsley is a seasoned insurance expert who’s been writing for Compare.com since 2023. She has more than 12 years of industry knowledge and expertise in auto, home, life, commercial, and other insurance products. Amy’s work has been published by Berkshire Hathaway Specialty Insurance, Legal & General, NerdWallet, Robinhood, Insurify, NEXT Insurance, and more.
Amy worked as a court administrator before becoming a content marketing writer. Her legal background has equipped her with the ability to simplify complex technical language into easy-to-understand content.
She graduated magna cum laude from Ferris State University, where she earned a Bachelor of Science in Business Administration and Legal Studies.
Nick Versaw leads Compare.com's editorial department, where he and his team specialize in crafting helpful, easy-to-understand content about car insurance and other related topics. With nearly a decade of experience writing and editing insurance and personal finance articles, his work has helped readers discover substantial savings on necessary expenses, including insurance, transportation, health care, and more. As an award-winning writer, Nick has seen his work published in countless renowned publications, such as the Washington Post, Los Angeles Times, and U.S. News & World Report. He graduated with Latin honors from Virginia Commonwealth University, where he earned his Bachelor's Degree in Digital Journalism.
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