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PIA’s Brevik in Insurance Journal: It’s a Relationship, Not a Commodity

Despite millions of dollars in advertising, insurance customers still think of insurance as a relationship, not a commodity
May 30, 2012

Despite millions of dollars in advertising, insurance customers still think of insurance as a relationship, not a commodity. PIA National Executive Vice President & CEO Leonard C. Brevik discusses the findings of two major research surveys – one by the PIA Partnership and the other by Ernst & Young – in the latest issue of Insurance Journal. Brevik notes that both studies found that insurance consumers do not want to do all their insurance shopping online, they care about more than just price and they want expert advice and counseling, personalized attention and interaction as well as “relationship based” customer service.

“It means that Main Street independent insurance agents are the future of our industry,” writes Brevik. “Main Street agents are uniquely positioned to deliver what insurance customers demand. No amount of advertising and no amount of wishing that insurance could be treated as a commodity will make it so.” You can read Len Brevik’s entire article here, just go to page 11.

See PIA's Len Brevik's full comment: Insurance Customers Say It’s a Relationship, Not a Commodity (Insurance Journal 5/21/12)

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