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Commodity vs. Relationship

One of the reasons that the direct writers and internet-based companies do so much business is that the buying public feel that insurance is a commodity—we’re all the same and the price is the only differentiation. In an impersonal internet-based world in which texting replaces actual conversations this concept makes sense—until a sour experience with a claim or service issue illustrates the need for personal service and relationship.

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Independent Insurance Agents.