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Many respondents to a recent Deloitte insurance consumer survey indicated interest in being able to more easily and frequently adjust their basic auto coverage depending on how they use their vehicle. (Photo: Bigstock/ALM Media archives) Many respondents to a recent Deloitte insurance consumer survey indicated interest in being able to more easily and frequently adjust their basic auto coverage depending on how they use their vehicle. (Photo: Bigstock/ALM Media archives)

While personal lines insurers may have their work cut out for them when it comes to standing out in what appears to be a market dominated by traditional, price-driven, commoditized products, innovation may yet lead to disruption down the road, a Deloitte consumer survey has revealed.

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