Defenders of online commerce will often point to the improved speed and ease of doing business on the Web, in comparison with more traditional distribution systems. But in the insurance space, that may only mean that carriers can more quickly and easily remove cash from customers' wallets.
Certainly, buyers of insurance want their experience to be less time-consuming and simpler, but our recent survey of online auto rates reveals that unless consumers spend more time paying attention to details, they could very well end up paying more money for a product that doesn't suit their needs.
In National Underwriter's 2006 online auto insurance shopping excursion, a total of six quotes on the same vehicle varied by more than $300 for a six-month payment. This year, the news was even worse, with nine total quotes spanning more than $450.
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