Although a new study suggests that sales of auto policies via the Internet will continue to flourish, only a few Web site aggregators-those that bring a "supermarket-style" approach-will survive in the long haul.The study, by Newton Mass.-based Meridien Research Inc., concludes that the influx of Web-based aggregators selling auto insurance is making the field fiercely competitive, and will force some companies to fold or consolidate with other players.

The ability to enable consumers to purchase coverages online and to cross-sell other products such as life and health polices will be critical to the success of online aggregators, according to the Meridien report, "Auto Insurance Aggregators: On-Ramp to the Internet."

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