Small business clothes designer. Small businesses visiting carriers’ websites may not grasp all of the risks and obligations they need to address with their coverage, let alone how to effectively manage their risks. (Photo: Chaay_tee/Adobe Stock)

Buying insurance can be confusing and overwhelming for small businesses, but they all have to invest in it at one point or another. Prompted by the purchase of a new building or delivery vehicle, the addition of employees, a client requirement for specific coverages, or simply at the launch of the business; whatever the trigger, all small businesses engage in at least one purchase of insurance.

Often their journey starts with online or mobile research. Yet small businesses visiting carriers’ websites may not grasp all of the risks and obligations they need to address with their coverage, let alone how to effectively manage their risks. The challenge for carriers seeking to turn these digital shoppers into happy policyholders is to guide them to the most relevant content, clarify pertinent risks and needs, and help them make optimal coverage selections.

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