There is no more competitive market in the insurance world than personal lines. We don’t need any more examples of this than the amount of time we spend watching advertisements on television for our favorite insurers.

The list of top 10 personal auto insurers by percentage of the market might very well match up with the amount of dollars spent on advertising. Our friends at Highline Data report that 2010’s top 10 in percent of the market include: State Farm, 18.1 percent; Allstate, 10.4 percent; Berkshire Hathaway, 8.6 percent; Progressive, 7.8 percent; Zurich, 6.1 percent; Liberty Mutual 4.6 percent; USAA, 4.4 percent; Nationwide, 4.3 percent; Travelers, 2.1 percent; and American Family, 2.0 percent.

The major carriers dominate the market like no other line, but smaller carriers have learned that technology is the great equalizer. Anyone—with the right tools available—can compete with the top tier insurers.

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