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The popularity of online comparison shopping has given rise to a preponderance of insurance aggregator sites. Many of these Web sites bill themselves as easy, one-stop shopping resources for consumers, while promising agents a simple way to grow their book of business.

But there is more to aggregator sites than meets the eye. As with other types of technology, it is important to learn exactly how the technology works and what the potential benefits and challenges are in determining whether working with an aggregator is the right marketing tool for an agency.

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