For those of you who loved "The DaVinci Code," I have a provocative question: What if someone discovered the Holy Grail and nobody cared? Would if this object of obsession was left to gather dust in a museum, and no one paid it any attention?

Sound as implausible as the premise of Dan Brown's best-selling novel? Perhaps not, if you consider the insurance industry's sad example.

During my quarter-century covering this business, the Holy Grail has been SEMCI: single-entry, multi-company interface. Basically, we're talking about the ability of agents to shop and service accounts via one management system, without having to re-enter data or cope with a multitude of proprietary insurer Web sites.

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