Courting The Affluent US Insurance Buyer Online

June 20th, 2011

With contributors:

Carrie Johnson , Bill Doyle , Douglas Roberge , Amelia Martland , Elizabeth Stark

Summary

Online affluent consumers who buy insurance in the US are older and more technology-savvy when compared with online Americans who buy insurance. These millionaire insurance customers are self-made, self-directed, and often consumed with attaining complete financial security for a top interest in their lives — their families. Many affluent insurance buyers roll up their sleeves and do their own research and then turn to their agents to get both advice and service for their risk management needs. Insurance eBusiness and channel strategy professionals looking to tap into the millionaire market will need to use digital channels as a means to make these career-oriented, online affluent customers productive, keeping in mind that this segment is more likely to own the latest in tech gadgets, which in turn drives expectations of agent technology literacy.

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