The last decade has brought tumultuous changes to the insurance industry especially to the way is sold. We find now ourselves in a world where insures become some of the top spending advertisers in the country with progressive coming and Uncle Warren’s Geico. Those insurers individually spent more than perennial television spender, Budweiser, who finishes the list. Last year Geico passed Allstate to become the second biggest auto insurer in the country.

This deluge of advertising has been largely focused on price, and no secret that it has convinced the average consumer that personal lines insurance is a commodity that is finding the lowest price. Many analysts such as McKinsey and Nomura Equity Research have declared that insurance is now a commodity. Personally, we love Chubb’s tagline” who insures you doesn’t matter.”

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