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Multi-Channel Distribution: The Next Coming of the Siloed Insurer?

Consumers want flexibility in how they purchase insurance and obtain service. Failure on the part of an insurer to deal with this fact will start the opening of a very large competitive gap.

By Karen Pauli | Updated on January 25, 2011

Multi-channel distribution was one of the top three strategic insurance topics fielded at TowerGroup in 2010. The other two were cloud computing and social media. The discussions on multi-channel distribution were definitely more complex and, frankly, more interesting — at least from an analyst perspective.

Not that cloud computing and social media aren’t very important strategic subjects — they definitely are. But the topic of multi-channel distribution not only hits upon a complex suite of technology, it also brings with it a discussion about historical distribution channels. All of the insurers I have worked for in my career were singularly committed to the independent agent and broker channel. My longest standing allegiance is to this channel, though I have full appreciation for other distribution channels.

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