According to Nielson Online, 17 million consumers conducted insurance transactions online in the last six months (purchased a policy, filed a claim, or paid a bill). In addition, 16 million consumers shopped online for life, auto, health or home insurance but did not buy online. And, J.D. Power & Associates reports that as of 2008, sales transactions on the Web accounted for 21% of all new customer personal insurance sales.

Online marketing is a critical component of any insurer's consumer-focused customer acquisition strategy. For direct sellers, this means direct online sales. For agent writers, it means capturing those online shoppers and directing them to the agent channel. Insurers are actively investing in their own Web sites to capture these shoppers, but another important element in reaching online shoppers is through insurance aggregators. Aggregators draw consumer traffic by providing easy comparison shopping experiences, allowing consumers to compare quotes from multiple insurers without visiting each one individually.

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