Trends Report

Courting The Ambivalent US Insurance Buyer

Why Agents Can Help Win Over Emerging Buyers

February 4th, 2011
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
MS
Molly Simpson
With contributors:
Zia Daniell Wigder , Douglas Roberge , Beth Hoffman , Amelia Martland

Summary

US insurance customers depend on agents to help navigate changing insurance needs and provide support and assistance around claims. As a result, when it comes to the distribution channels that drive the greatest satisfaction, agents rank near the top. But when it comes to buyers actually relying on agents for guidance when purchasing insurance coverage, many are on the fence about the value of agent recommendations. Instead of trying to change the minds of insurance shoppers who don't rely on agent advice, savvy eBusiness executives should turn their attention to one large group of potential insurance buyers who are currently unsure of the value of agents: the wave of twentysomethings starting to consider insurance.

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