Independent agents have been losing ground in the battle forpersonal lines market share to captive agents and directwriters, but the Independent Insurance Agents & Brokers ofAmerica will soon unleash a technology portal it feels will makeproducers competitive again.

Studies show the majority of buyers like to deal with an agentwhen purchasing insurance, but most begin their research forcoverage over the Web, where direct writers and captive agentsdominate searches. A recent report from Accenture says 72 percent of insurancebuyers turn to the Web for carrier information while 56 percentturn to exclusive agents. That reality leaves independent agent'swith a 33 percent share of the personal lines market.

Aiming to combat this reality, the IIABA formed the TrustedChoice brand in 2001 to promote the independent agency system. In a recentaddress to members in Washington D.C., IIABA Chairman Bob Bramlettclaims the brand is successfully reaching out to potentialcustomers through social media and has the second largest fan basefollowing on Facebook in the insurance industry at44,000.

Its fundraising support of the Make-A-Wish Foundation has helpedwith those numbers. However, says Bramlett, “Trusted Choice needsto continue to evolve in the hearts and minds of consumers.”

The next step is Project CAP (Consumer Agency Portal), which aims to optimizeonline technology for the benefit of independent agencies and raisetheir profile with consumers.

“We, as independent agents, can't collectively outspend thenational direct [writers]. They spend hundreds of millions ofdollars each year,” says Tom Minkler(pictured), chairman-elect of the IIABA and president ofClark-Mortenson Agency Inc. in Keene, N.H. “It is not somethingthat we will be able to compete with in the same fashion. However,the beauty of the Internet allows us to resonate on that [search]page over time by leveraging what we already have, which is 23,000physical locations. This is the year we begin to do that.”

Launched in late 2011, the strategy of Project CAP is two-fold,says Minkler. The first phase was the development oftools and services for independent agencies to help them becomemore efficient and visible in the digital world through theutilization of social media. The offerings range from an onlinetutorial, which is free, to experts who work with an agency todevelop their online tools.

This assistance can range in price from zero to $1,000 dependingon the agency's individual needs, Minkler explains.

Phase two is the June 1 launch of the online portal which willmove to universal availability to all IIABA members, making thempart of an online marketing machine, says Minkler. The portal willleverage the online content agencies have to offer with the growingpresence of the Trusted Choice brand to establish a potentmarketing presence on the Web.

The portal's aim is to put the Trusted Choice brand, andaffiliated agents or agencies, at or near the top of the consumers'search and give them the choice between direct writers andindependent agents. Consumers will have the ability to search for aquote or check the services a producer offers.

The kick-off will concentrate on personal lines—initially autoinsurance—and homeowners soon after. Other personal lines willfollow. Eventually, CAP will offer access to small commercial.