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Most people in our business love to denigrate Flo and the gecko as icons of “commoditized” insurance, a cookie-cutter sales and service approach that only works for the most basic personal-lines coverage. Online rate-shopping, instant quotes and Web-based customer service may be convenient, but they have nothing to do with the needs of the commercial buyer—needs that only the “trusted advisor” can deliver.

But what if a broker could make those same methods work for commercial P&C sales and service?

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