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?
Woodruff-Sawyer & Co. is betting that it can. In September the San Francisco-based brokerage announced the launch of BizInsure, a commercial-insurance website designed for small businesses and professionals to price and buy coverage online.
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