Given the state of the U.S. economy, the competitive marketplace and ever-changing customer habits, U.S. insurers have begun to invest in online sales strategies.

A recent report by independent market analyst Datamonitor, London, concludes that by developing an online sales strategy, insurers are able to lower customer acquisition costs as well as gain control of the customer relationship. However, the report, "Catching Up: Online Direct Sales in US Personal Lines Insurance," asserts that the fragmented regulatory regime and the powerful agent forces in the United States will temper wide-scale adoption.

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