Digital Strategies are Key to Winning in Today’s Personal Lines Market

June 11, 2021

After 15 months of lockdowns and restricted access to retail stores and restaurants, the growth of online shopping has both expanded and accelerated. Now, as we enter the summer of 2021 — more dependent than ever on technology — whether they’re video conferencing, visiting a doctor or buying groceries. While some will return to brick-and-mortar shopping, most experts believe this greater reliance on online sales will be permanent.

We can expect similar changes to apply to personal lines insurance. The auto market, which is more commoditized than ever, is a good example. Comparative rating systems offer a gateway to compare coverage and costs and buy insurance instantly from a website or mobile device. In addition, with short-term or shared auto owner-ship increasing, clients are looking for flexible options like usage-based auto insurance.

Independent insurance agents who align with and embrace these consumer changes — adding digital technology to their agency and simplifying client interactions — will find they can also streamline their sales and marketing and improve their operational efficiency.

Read the full article, written by Doug Coombs, Chief Marketing Officer of SIAA, published June 11, 2021 in The Standard. Reprinted with permission from The Standard, Copyright 2021, Standard Publishing Corporation, Boston, MA. All rights reserved.