Just because a small-business insurer decides that selling direct to consumers over the Web is not for them doesn't mean they can afford to ignore the potential threat to their market share posed by competitors who do take the plunge.
Some agency carriers may shy away from direct sales if they fear that alienating their current intermediaries could cost them more business than they might gain. Others may believe that small-business coverages are too complicated and the risk to buyers of going it alone too high to make a direct sales channel preferable or even viable.
However, it is important to keep in mind that simply maintaining the status quo when it comes to small-business insurance distribution via agents could pose risks as well. In addition, there are lessons to be learned from would-be direct writers that could benefit carriers regardless of whether they sell with or without agents.
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