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The insurance industry has changed drastically in recent years with price frequently becoming a primary differentiator between companies. If an insurer chooses to be a warrior on today’s battleground, the chances are that part of the battle will include drawing swords over the issue of price. Businesses have been hacking away at each other’s value until there is nothing left but the bones of price, essentially cannibalizing the industry within the market. This is evident with every insurance marketing campaign that touts, “I can save you money,” in essence turning insurance into a commodity.

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