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In personal-lines insurance, particularly in the highly commoditized world of Personal Auto, carriers offering direct-to-consumer sales via the Web have achieved what the Independent Insurance Agents & Brokers of America (IIABA) characterizes as “unmistakable” success.

In its latest Property-Casualty Insurance Market report, the IIABA found that 1 in every 6 dollars in Personal Auto premiums comes through the direct-response channel.

But while producers are clearly feeling the competitive pinch in personal lines, for the most part they aren’t concerned with encroachment into their territory by companies offering direct online sales of commercial insurance—at least not yet.

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