This discussion of Commodities centers on recent attempts by insurers to circumvent agents and sell insurance products over the internet. I am convinced that insurance is not a commodity as it is not a product that can be sold in an unmodified state and be used properly. It would be like purchasing an unassembled, complicated piece of equipment and having no directions for assembly. It appears to me that is the case with “unbundled” “risk bearing” or to put it another way, the thing Insurance companies sell is a “risk finance” mechanism. Agents add value to this product by showing purchasers how to use it and by adding their own body of knowledge to the process!
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In my quest to determine if I think Insurance is a commodity, I am surprised at my opinion. I think perhaps “Insurance” is a commodity in that it is a raw product used in the chain of “production” for “protection” of your insured (speaking from an agents standpoint.)
“Risk bearing” (an insurer) is risk finance, but as I pointed out earlier, risk bearing without risk management advice is not really an end user product, as much as some insurers would like to think so. BOTH the Insurer and the Insured need to advice of the agent to write or use the product effectively.
My opinion turns out to be that risk bearing is a commodity but insurance is not. No bias intended here… the use of insurance without the benefit of risk management advice is rather foolish. Consumers are not trained in how to use risk management tools, how financial decisions in this area do or do not make sense, consumers do not understand relative pricing nor insurer reputation and consumers do not understand the consequences of making inappropriate decisions that cannot be changed AFTER the loss.
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What the consumers know will not hurt them.
What they do not know will not hurt them, as long as they know they do not know it.
What the consumers do not know, and do not know they don’t know, will create real post loss problems.
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The independent advice of your agent is invaluable, both before and after the loss!