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Amid story after story on direct channel auto coverage and debate over whether the insurance line is worth fighting to sell, Travelers says it has listened to its independent agent partners to develop a competitive product.

“We do not subscribe to the notion that auto insurance is a commodity,” Behram M. Dinshaw, senior vice president of personal insurance product management, tells NU. “We spent a lot of time with agents, finding out what’s working well and what’s not. This is a bold step in the marketplace and we think we’re in a good position to launch something like this.”

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