I recently attended an insurance industry conference with the usual mix of attendees from agencies and carriers, two groups that can be described as frenemies. There are deep-seated suspicions on both sides, even though they profess undying love for each other. Culturally they are worlds apart — small, often family-owned businesses on one side, big corporations on the other.

Coming from outside the insurance industry, one question has always baffled me: “Who is the customer?” Only in the insurance industry is this a hard question.

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