Farmers launches direct-to-consumer in S.C.

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Farmers Insurance has launched its first auto insurance product in South Carolina, in the direct-to-consumer channel.

Using farmersdirect.com, customers get a quote in under a minute, and then are led through a self-serve dashboard where they can adjust coverages, vehicles, drivers, and add a variety of endorsements, like rideshare coverage.

South Carolina is the eighth state where Farmers has expanded access to branded products since 2011. Keith Daly, president of personal lines for Farmers Insurance shared, "It's a unique opportunity for us to bring our 92 years of experience to a new market with a fresh, digital-first approach. This is also another bold step toward our eastern expansion commitment of bringing the Farmers brand to 48 states.”

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