In an effort to assist potential customers with the buying process, Esurance developed its Coverage Counselor, an interactive tool designed to present easy to understand information on coverage options based on user input.

The insurer emphasizes that the tool, accessed on its website, provides consumers with more than just price information to help them understand how their personal circumstances impact their insurance premium, as well as compare different levels of coverage.

"Esurance understands that consumers want the lowest price possible for auto insurance, and we are laser-focused on providing consumers with great opportunities to save money,” said Esurance CMO John Swigart. “However, picking your own price doesn't mean you're getting coverage that ensures that you are properly protected, and finding out you have the wrong coverage after you've had an accident is a terrible experience. Coverage Counselor allows consumers to explore different choices for getting the right coverage before they buy, and it empowers them to make smarter decisions about their car insurance to help ensure that they are properly protected."

The Coverage Counselor asks users a series of non-personal vehicle, driver and financial questions and then suggests coverages the customer should consider buying to adequately protect their assets. Questions and suggestions are state-specific, Esurance said. Coverage Counselor also offers an e-mail function designed to enable consumers to send their coverage recommendations to themselves or someone else.

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