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Carriers that rank high on the Gomez insurance Web site index probably congratulate themselves on their good luck-the result, of course, of hard work, creativity, ...

By John Ashenhurst | Updated on September 30, 2001

Carriers that rank high on the Gomez insurance Web site index probably congratulate themselves on their good luck-the result, of course, of hard work, creativity, and spending thousands of dollars (or more). But what if these high-ranking carriers are doing a very good job playing the wrong game? What if Gomez and other Web ranking services have no idea what they’re talking about? What if their evaluation criteria are implicitly based on a misunderstanding of the insurance business? What if “winning” means embracing a bankrupt business strategy?

To the extent that Gomez (www.gomez.com) and others assume that carriers that sell through independent agents should create elaborate direct sales or customer service Web site functionality, I believe they are completely mistaken. Independent-agent carriers that achieve a top ranking (or aspire to one) may be far off the track.

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