Gartner Research

Optimize Insurance Sales and Extend Digitalization to the Channel by Driving a Digital Agency Model

Published: 02 May 2013

ID: G00252109

Analyst(s): Kimberly Harris-Ferrante


Agents remain a core distribution channel for property and casualty, and life insurers; however, their role needs to evolve to better match consumer preferences. Insurers must invest in guiding and promoting transformation to ensure future revenue and customer satisfaction.

Table Of Contents
  • Impacts


  • Agents Have a Strong Position in Insurance Distribution
  • The Agent in Transition
  • Building the Digital Agency

Impacts and Recommendations

  • Behavior and interaction demands among insurance consumers will shift, requiring agencies to develop a stronger service
  • Insurance consumers are becoming more technology savvy, resulting in the need for agents and brokers to modernize their operations to be able to meet their interaction demands
  • The need to embrace digitalization will be difficult for many agencies, which will require insurers to have to make significant investments in driving and supporting agency digitalization

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