In the price comparison shopping ecosystem, Jornaya noted a meaningful increase in insurance shopping activity beginning in mid-March and continuing through through May for all lines but life insurance. (Shutterstock)
Almost overnight, COVID-19 changed how carriers and agents are engaging with insurance prospects and customers. They've accelerated their reliance on digital capabilities and advanced the importance of the digital experience more in five months than in the past several decades. There's also a noticeable change in both the consumer journey, in which customers are the sole owners of their experiences and insurance provider behavior.
These behaviors are something we track here at Jornaya because we have a unique view of consumer shopping behaviors. With over 35,000 comparison shopping websites in our partner network, we witness each shopping event and can tie the actual consumer behind the shopping event to our customers' databases, enabling them to stitch together the consumer shopping journey. We can also distinguish between the different insurance types those consumers are researching, so our insurance customers can be informed as to which consumers are interested in auto, home, health, and/or life insurance.
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