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As the personal lines market becomes increasingly competitive, making it more difficult to differentiate products, providers who collaborate with their agents on product development and innovation are likely to prove most successful.

In short, the days of a provider simply creating a product and sending it into the field are numbered. Insurers must invite agents to the table earlier and more often. These partnerships allow providers to “get it right” when it comes to product development, strengthening relationships and giving agents the confidence to sell products they not only believe in, but actually helped to develop.

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