April's Distracted Driving Awareness Month comes with a clear message that distraction behind the wheel isn't going away; it's getting harder to see.

For years, the conversation has centered on texting and driving leading to more accidents. While that risk remains real, it's only part of a much broader and increasingly less visible problem.

More than 3,200 people were killed in distracted driving crashes in 2024, accounting for roughly 8% of all roadway fatalities. That figure likely underrepresents the full scope of the issue, according to the National Highway Traffic Safety Administration (NHTSA). Distraction is notoriously difficult to detect and often leaves little evidence behind, creating a critical blind spot for insurers.

Beyond the phone

Today, distraction is often happening in plain sight, even when a driver's eyes are forward and hands are on the wheel.

Modern vehicles are increasingly defined by screens, touch interfaces, navigation systems, and connected applications. While these tools are designed to improve convenience and safety, they also introduce more opportunities for attention to drift.

For insurers, that means more risk but less predictability. Traditional indicators like phone usage capture only part of the picture. The bigger challenge is understanding how real-world behaviors, both inside and outside the vehicle, translate into risk on the road.

Distracted driving risk is expanding across all drivers

Distracted driving was once most closely associated with younger drivers and mobile phone use. While that risk remains — NHTSA data showsthat drivers aged 15 to 20 are still overrepresented in distracted driving-related fatal crashes — the risk profile is changing.

Today, distraction is no longer confined to a single demographic. As digital behaviors become ingrained across all age groups, and as vehicles themselves become more connected, the risk is spreading to virtually every driver on the road.

The hardest risk to measure: Cognitive distraction

Another major shift in distracted driving is also the least visible: Cognitive distraction. This occurs when a driver is physically present but mentally elsewhere, reducing drivers' reaction time and awareness.

This presents a fundamental challenge for insurers. Cognitive distraction rarely surfaces in claims data, yet it plays a serious role in real-world incidents.

As telematics and connected vehicle data evolve, there's a growing opportunity to better understand these patterns, but further adoption of these technologies is needed to unlock these insights

Practical ways to reduce risk

Prevention doesn't have to be complicated. A few small, consistent habits can go a long way toward reducing risk for both drivers and insurers looking to influence behavior.

Drivers can reduce distracted driving by avoiding multitasking, silencing their phone notifications, pre-programing routes, and minimizing mid-drive interactions with the vehicle's heads up display. Such small behavioral changes can have an outsized impact on attention and safety.

Preparation matters as much as prevention

Just as important as avoiding distraction is being prepared for what happens after an incident. Many drivers are unsure what to do following a crash. In high-stress situations, that uncertainty can delay response times and complicate claims. Encouraging drivers to prepare in advance pays dividends when seconds matter.

  • Have a plan before you need it. A simple checklist or "cheat sheet" outlining what to do and who to contact can help guide decisions in the moment.
  • Download and log into key apps. Ensure your auto insurer's app (and, where applicable, your vehicle manufacturer's app) are installed and ready to use.
  • Familiarize yourself with available tools. Knowing where to report a claim or request assistance reduces panic and confusion during an incident.
  • Remember it's not just about your driving. Even attentive drivers can be affected by the actions of others on the road, so it's important for all drivers to be prepared for an emergency.

Reducing friction after an incident is just as valuable as preventing one in the first place. For insurers, reinforcing both prevention and preparedness leads to better outcomes and a smoother claims experience for drivers when it matters most.

The operational stakes for insurers

Distracted driving isn't just a safety issue; it's a growing operational and financial challenge. As distraction becomes harder to detect, it complicates how risk is assessed and reshapes what happens downstream when incidents occur.

One persistent pain point is misrouted vehicles (e.g., cars sent to repair facilities that later prove to be total losses) along with delays caused by limited visibility into vehicle condition. These inefficiencies drive up costs and extend cycle times for everyone involved.

Addressing these challenges requires a more connected, data-driven approach to incident response. Advances in crash detection, digital first notice of loss (FNOL), and real-time vehicle assessment are making it possible to route vehicles more intelligently from the moment an incident is reported. This reduces unnecessary intake for shops, streamlines claims handling for insurers, and delivers faster resolution for drivers.

Understanding the risk to reduce it

Distracted driving is no longer defined by a single behavior. It's a layered challenge shaped by technology, habit, and human behavior. For drivers, staying focused requires more intention than ever. For insurers, the path forward means looking beyond traditional signals, investing in richer data, and improving how incidents are managed end to end.

The stakes are clear, and so is the opportunity. With better data, smarter engagement, and a more connected claims ecosystem, the industry can move from reacting to risk to meaningfully reducing it. Because in today's driving environment, the biggest risks aren't always the most visible, and recognizing that is where real progress begins.

Ben Zatlin is Vice President and Head of Roadside Assistance and Accident Management at Agero, where he leads initiatives to modernize claims workflows and improve post-incident outcomes. He previously led Agero's digital transformation to its next-generation dispatch platform. He is based in the San Francisco Bay area.

(Featured image credit: memorystockphoto/Adobe Stock)

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