Assurant Reports Record $6.4 Billion Returned to Consumers Through Device Innovation and Trade-In Programs in 2025
Strong interest in new features, paired with clear, competitive promotions, drove record trade-in value, according to full‑year data
Assurant, Inc. (NYSE:AIZ), a premier global protection company that safeguards and services connected devices, homes and automobiles in partnership with the world's leading brands, today released its Q4 2025 and full-year Mobile Trade‑In and Upgrade Industry Trends Report showing that U.S. consumers received more than $6.4 billion in value through mobile trade‑in programs in 2025, a 42 percent increase year-over-year.
The largest annual total since Assurant began tracking the data in 2015, the growth reflects a combination of newer and higher quality devices entering into trade-in programs through consumer trade ins. While consumers held onto devices longer overall, 2025 data shows they were more deliberate about when they upgraded, often aligning to major device launches, capability advancements such as AI-enabled features, and competitive trade-in offers.
"What stood out in 2025 was how clearly value showed up at the moment consumers were ready to act," said Biju Nair, EVP & President, Global Connected Living at Assurant. "New features continue to spark interest, but trade‑in programs play a critical role in turning that interest into action by making value easier to understand and access. At the same time, repair and protection programs are helping devices retain value longer, bringing newer, higher quality phones back into the ecosystem. Together, these dynamics drove the largest annual increase in value returned to consumers we've ever recorded."
Q4 and Full-Year 2025 Highlights
Device Ages Shift Around Launch Windows
In Q4 2025, the average age of iPhones turned in through trade-in and upgrade programs declined slightly to 3.76 years, coinciding with new flagship launches and associated promotions. Over the same period, Android devices surpassed 4 years on average at trade‑in.
Sustained Momentum Through the End of the Year
Trade‑in activity remained strong during the promotion‑heavy fourth quarter, with consumers receiving $2.2 billion in value during that time period alone—the highest fourth quarter total on record. The results reinforce trade‑in as a consistent component of the upgrade experience rather than a purely seasonal event.
Premium 5G Devices Dominate
For the first time on an annual basis, the most commonly turned‑in devices were all premium 5G models, including iPhone 13 and iPhone 14 variants. On the Android side, the Galaxy S22 Ultra 5G remained the most frequently turned-in model. This shift underscores how recent‑generation devices are increasingly entering the secondary market.
Secondary Market Supply Continues to Skew Newer
Devices entering the secondary market increasingly trend newer, supporting stronger resale potential and expanding access to newer generation, high‑performance, 5G smartphones. The data reflects a market where phones are designed, protected, and maintained to remain viable well beyond their first ownership cycle.
Beyond financial benefits, trade‑in and upgrade programs are playing an increasingly important role in supporting a more circular and sustainable device ecosystem. Devices turned in through these programs retain latent value, strengthening the secondary market, helping reduce e‑waste, and broadening access to newer technology.
Through Assurant‑supported trade‑in and upgrade programs, more than 39,600 metric tons of electronic waste have been diverted from landfills and 10.3M metric tons of CO2 emissions avoided since 2009, demonstrating how circular device programs can deliver sustained economic and environmental impact.
About Assurant
Assurant, Inc. (NYSE:AIZ) is a premier global protection company that partners with the world's leading brands to safeguard and service connected devices, homes, and automobiles. A Fortune 500 company operating in 21 countries, Assurant leverages data‑driven technology solutions to provide exceptional customer experiences. Learn more at assurant.com.
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Media Contact:
Louis Masses
Director, Connected Living Communications
[email protected]