Technology is changing the way insurance carriers meet the evolving needs of customers and prospects, and digital offerings such as assisted online live chat/messaging are poised to change the way consumers purchase insurance.

Assisted online, which is integrated into a carrier’s website, provides an easy way to interact with a representative via computer or mobile device. Carriers have been slow to adopt the technology, but data from J.D. Power’s 2017 Insurance Shopping Study finds that satisfaction with the quote process is higher among prospective customers who use a chat feature when obtaining an online quote. Further, those who use chat when obtaining a quote are 89 percent more likely to close online compared to customers who do not use live chat....

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