Buying Commercial Insurance Online

A few carriers are seeing early success—and rapid growth—in selling business insurance straight to small businesses.

In personal lines insurance, particularly in the highly commoditized world of personal auto, carriers offering direct-to-consumer sales via the Web have achieved what the Independent Insurance Agents & Brokers of America (IIABA) characterizes as “unmistakable” success.

In its latest Property-Casualty Insurance Market report, the IIABA found that 1 in every 6 dollars in Personal Auto premiums comes through the direct-response channel.

Battling agent alienation, form complexity

One of the factors surely keeping other carriers from aggressively moving into this space is the concern of how their producers would respond.

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