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Commodity: default The Big "I" Virtual University is the leading technical insurance and agency management information source in the industry-developed for agents, by agents.  Through its extensive research library it provides information on all types of coverages, sample ISO forms, special features, checklists, white papers and more.

Is Insurance a Commodity?

“There is hardly anything in the world that some man cannot make a little worse and sell a little cheaper, and the people who consider price only are this man’s lawful prey.”  - John Ruskin
All insurance policies are not the same, regardless of what the media or TV commercials say and insurance is not a commodity where the only material difference is price.
Stay tuned to this page for information and tools to help Big "I" members combat the low-cost advertising that results in consumers buying inferior products.
This page was last updated on June 1, 2016.


Competing with Direct Sales & Captive Agency Insurers in Personal (and Commercial) Lines

Purchase for $79
(3 hours)
Presented live on March 25, 2015

Are you tired of all the insurance commercials that shout “Price! Price! Price!”? Are you sick of the silly claim that someone’s exposures to loss can be analyzed and priced in 15 minutes or less? Are you really, really, really ticked off about losing business to someone selling an inferior product yet claiming, “SAME COVERAGE, Better Value”? If so, you don't want to miss out on this webinar.


How to Compete with Direct Writers in Personal

Download for free. (2 hours)
Click here to download the webinar handout
Presented live on March 12, 2014
This webinar is designed to assist insurance agents in explaining to insureds why insurance is not a commodity, why price should not be the determining consideration in choosing an insurance company/policy, and why they cannot rely on insurance advise from consumer websites and publications and, in all too many cases, from within the insurance industry itself.. Related Article


Related Articles to "Is Insurance a Commodity"from the Big "I" Virtual University (Note: All of these articles are accessible by the public without logging in.)


I just read this article [‘Price Check’] and jumped out of my chair and cheered!! The points you made were spot on and I can’t wait to get the info out over my social media outlets. Your thoughts echo what I wrote about in my book and on my blog. Great work and thank you, I thoroughly enjoyed reading this today!”
Brian Flood, CPCU, ARM
The Flood Group
Floral Park, NY
"I think the 'commodity' in insurance is the 'consumer expert.'"
Mike Edwards, CPCU
REAL Insurance Expert and Member, G5



IIABNY is pleased to offer “Value Added Agency Model: How to Take Back Market Share.” This two-part webinar series will highlight weaknesses of the Direct Response Internet sales models and demonstrate how agents and brokers can improve their agency and increase sales by bringing value to the entire process.
  • In Part 1, instructors Edgar J. Higgins, Jr., CPCU, and Jamie Deapo, AAI, AINS, take agents and brokers through a review of current market conditions and show you flaws in the competition’s model.  Purchase for $25

  • In Part 2, the elements of a value-added agency model will be explained in detail including: how to create a well-trained staff; developing operational efficiency; maximizing technology; proper customer selection; effective communication; and more. Purchase for $25.
The theme of these on-demand webinars is to take a positive, pro-active approach to regaining market share.

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