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| Boston, MA, USA Online
Insurance Sales and
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| Executive Summary | 3 | |
| Introduction | 4 | |
| Shopping and Buying Online | 6 | |
| How Carriers Reach Online Customers | 6 | |
| Online Shopping and Buying Projections | 9 | |
| Demographics | 9 | |
| The Online Insurance Ecosystem | 11 | |
| Lead Aggregator Sites | 12 | |
| Insurer Sites as Lead Aggregators | 12 | |
| Reaching Online Customers: Advertising and Search Engine Optimization | 14 | |
| Online Marketing: Still in Early Stages | 14 | |
| Use of Search Engine Optimization | 16 | |
| Insurer Site Functionality | 20 | |
| Insurer Websites Are Using a Variety of Approaches | 20 | |
| Focus on Customer Experience | 20 | |
| Basic Capabilities | 21 | |
| Evolution of Rich Applications | 22 | |
| Who's Doing What Today | 25 | |
| Personal Auto | 25 | |
| Life Insurance | 27 | |
| Individual Health | 29 | |
| Other Notable Online Companies | 31 | |
| Best Practices | 33 | |
| Conclusions: Looking Ahead | 35 | |
