Leaders in the independent insurance agent distribution channel have formed Consumer Agent Portal (CAP) to deliver digital marketing tools and services that increase the online market presence of independent agencies, brokers, and carriers in personal lines insurance.

CAP announces it is launching its industry services Web solution in December to help independent agencies, brokers, and carriers build their online brands and visibility in order to attract and interact with today's digital consumer. With development funding from the Independent Insurance Agents & Brokers of America (IIABA), CAP recently secured investments from six insurance carriers that all have representatives on CAP's board of managers:

• The Central Companies
• Safeco Insurance
• The Main Street America Group
• Selective Insurance Company of America
• State Auto Insurance Companies
• Westfield Insurance

“Today, three out of four consumers do research online before buying insurance,” explains Bob Rusbuldt, chairman of CAP and CEO of IIABA. “We want independent agents and brokers to be seen and easily accessible online when consumers are shopping.”

“CAP is an industry initiative driven by the leadership vision of key insurance carriers, the IIABA along with Trusted Choice and Big 'I' state associations,” says Scott Deetz, CEO of CAP. “They all want to enable independent agencies, brokers and carriers around the country to unite with a common goal of expanding their market share in personal lines insurance.”

CAP also will be delivering a consumer Website in 2012 as a marketing resource to complement the industry services Website. This portal will give consumers real-time comparisons from the largest selection of independent insurance carriers, as well as the ability to select local independent agents or brokers for service, customization of policies and advocacy, according to Deetz.