At the dawn of the Internet consciousness (and in the heat of the IPO explosion), the insurance industry seemed ripe for the picking. The market itself is enormous by any measure and it is riddled with ubiquitous process inefficiencies that would make any red-blooded consultant drool.The market is extremely fragmented and populated by the purportedly sleepiest behemoths on the face of the financial services industry. Thus, it would seem that a nimble Web-based company that could fundamentally improve the consumer experience stands to reap massive economic rewards.

Malls proves problematic

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