Think small
The commoditisation of insurance products is one of the greatest threats to traditional broking, and a challenge to those trying to stay ahead of the evolutionary curve. Jane Bernstein reports on why aiming to provide a service that is all things to all people may be a mistake, and why some brokers should focus on niche areas
Commoditisation continues to prove a challenge for brokers and one that many believe can only be overcome through an effective service-driven proposition. However, are brokers fighting a losing battle in some areas, and can regional brokers invest the same level of resources as the nationals into the provision of added-value services?
There is some consensus that brokers need to avoid trying to be all things to all people. Chris Blackham, managing director of Layton Blackham, believes brokers
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