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In research conducted for an integrated marketing agency that works in the insurance industry with both policyholders and agents, we hear a lot about the valued relationship between policyholders and their agent or broker.

But how do policyholders see their roles in this relationship? Whether their titles are risk managers, chief executive officers, chief financial officers or office managers, they take their responsibility for making decisions about their business insurance seriously. Along with their agent’s advice, they conduct their own research by paying careful attention to the health of their insurance carriers and reading their insurance policies.

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