Competitive marketplace conditions and changing customer habits are driving insurers in the U.S. to invest in online sales strategies, according to a new report by independent market analyst Datamonitor.

"By developing an online sales strategy, insurers are able to lower customer acquisition costs, as well as gain control of the customer relationship," stated London-based Datamonitor.

"Wide scale adoption, however, will be tempered by the fragmented regulatory regime and the powerful agent forces in the U.S.," the company noted.

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