Study: Agents Lead Carriers On Tech Use

By Mark E. Ruquet

NU Online News Service, March 4, 12:12 p.m.? Insurance professionals are not using the Internet effectively to promote business, but agents are leading companies on the technology curve, according to a report by agents and insurers.

The 2001 Future One Technology study, a cooperative effort of the Independent Insurance Agents of America and 26 major insurance companies, found insurance professionals agree in concept on technology issues, that is to facilitate business between them.

But the insurance community's use of technology does not meet consumer expectations. Online consumers, the survey found, use the Internet for financial transactions and are looking for new insurance relationships online.

The report found consumers shopping for insurance online are not satisfied with their experiences and rarely make online purchases.

When it comes to technology, independent agents were found to be ahead of many carriers. The carrier's Internet capabilities varied widely depending on size and market focus.

Specialty carriers, state-sponsored carriers and some smaller, regional, personal and commercial lines companies appear to be less focused on technology strategies. Fewer than half of carriers require agents and brokers to have the minimum of a T1 connection by the end of 2003. However, 52 percent of agents said they expect to meet or exceed that requisite.

Nearly all insurers expect to provide online company and product information to producers and consumers soon. Currently, 85 percent of carriers provide this information to producers and 79 percent to consumers.

Carriers have set high goals for adding online information offerings. Only 55 percent of agents can view loss histories online today, but within two years nearly all carriers expect to offer this capability.

The survey asserts that independent agents are gravitating to carriers with compatible online strategies and this is leading to a realignment between the two.

Technology issues that cause this realignment include the carrier's perceived level of commitment to technology, the speed and efficiency with which agents can serve customers, and the use of systems that can make an agent's job easier. Few companies say their Internet strategy is designed to attract new agents.

The data for the 2001 Technology Study was collected primarily online and by fax. The respondents included 2,887 consumers; 201 small business owners or employees who make decisions about insurance; 667 agents; and 35 companies.

Information on how to obtain a copy of the report is available at www.independentagent.com.

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