Pile on the pounds
There is no denying that the commoditisation of products has accelerated in recent years. However, Marcus Alcock discovers that behind the threat lies opportunity for brokers
Ever since the mid-1980s revolution that was the advent of Direct Line, the sale of basic-volume personal lines products has become an almost entirely commoditised process, with standard policies willingly scooped up by the eager customer who simply wants to get the cheapest price. Commercial lines, as any self-respecting broker will inform you, have always been the 'Holy Grail' in this respect. Is it really possible to offer standardised off-the-shelf products to the hundreds of thousands of
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