View from the top: This eternal quest is fruitless
Commoditisation has become something of a holy grail in the insurance market over the past decade. The shift from competition based on product and service feature differentiation, as well as perceived value, to one of undifferentiated price comparison has taken hold in personal lines.
Some of the simpler commercial products have swiftly followed suit. This has allowed direct writers access to these areas, steadily driving out those brokers not set up with slick systems or the low
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