The app is available for free download in the Windows Store. GEICO has steadily been building up its mobile repertoire over the past few years with different app and advertising initiatives.

“GEICO has been rolling out apps for other platforms and they have clearly identified an opportunity to extend their app coverage to Windows 8,” said Simon Buckingham, CEO of Appitalism, New York.

“Many people search for insurance from their PC so having a Windows app may help improve that experience and user engagement,” he said.

Mr. Buckingham is not affiliated with GEICO. He commented based on his expertise on the subject.

GEICO did not respond to press inquiries.

Store on mobile
Via the app, GEICO’s clients can manage their policies and pay their bills.

Details on a policy, including the account number and number of covered policyholders are included in the app.  Consumers can also view profiles of the policyholders via the app.

The average cost per vehicle cost is also included in the app.

To pay a bill, consumers can view a list of remaining payments. Each payment includes information on the total amount due and the service charges that consumers owe.

Users can then select how much money that they want to pay with a one-click transaction.

Additionally, the app keeps a virtual copy of an ID card. The ID cards can also be printed and emailed via the app.

According to GEICO, the company plans to add additional enhancements and functionality to the app in the future.

Nowadays, consumers expect to be able to perform complex transactions via their mobile devices, including managing their financial and insurance information.

Additionally, Microsoft’s Windows 8 is increasingly getting more attention from marketers as part of cross-screen app development.

Past efforts
GEICO has been in the mobile space for quite some time.

Most recently, GEICO leveraged its radio ads with a mobile call-to-action. Via the Soundhound mobile app, sound recognition picked up what a consumer was listening to and served up content, including the ability to enter to win a trip to the 2013 Academy of Country Music Awards (see story).

Additionally, the company rolled out an iPad app last year to help GEICO members quickly access and change their accounts (see story).

In 2011, GEICO launched a BroStache mobile app to help build brand awareness (see story).

“Insurance companies have produced several different apps ranging from fun apps to apps that allow consumers to serious apps allowing consumers to file and process accident reports and insurance claims,” Mr. Buckingham said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York