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The digital age has forever changed the way consumers view insurance—and a lot of that is for the better. Today’s consumers can better educate themselves about insurance products with a quick search on the Web, and that’s a good thing for all of us.

Our research has shown that while agents believe the direct channel has had an impact on their current customers, they do not believe they have lost many customers to it. In the end, most people who do research online still choose to buy from a local agent. They value the guidance they can only get from their local independent agent—and what’s more, these customers also tend to be long-term, multiline customers.

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