Plymouth Rock Assurance, a personal lines carrier in New England, has always been committed to the independent agent channel, says CMO Keith Jensen. But at the same time, the company knows that in order to compete with the biggest insurance companies, it has to make it possible to shop online.

The company has recently launched an initiative called PRIME that aims for the best of both worlds. Consumers can apply for Plymouth Rock insurance directly through its website, and generate a quote. Then, if they are satisfied, they can bind it right there.

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