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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.

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