In an article from the April 2015 issue of "California Broker" magazine, a guest editorial by Steve Adams stresses the importance of the insurance industry needing to focus on value, not just cost alone.
In a digital marketplace, there is indeed competition among carriers, but it's also an opportunity to "focus on what additional value they can bring to establish and promote the credibility of their brand."
He goes on to say:
"They should also offer a comprehensive portfolio of products to provide consumers with the most complete and cost-effective coverage. For example, a high-deductible healthcare plan with one or more critical illness, accident, or hospital indemnity plans.
Insurers also need to establish their brand and its credibility based upon value -- not just lowest price."
"Helping consumers become informed buyers..." is what brokers can do for their clients, and what carriers can do to stand out from the crowd and best serve their current and prospective policyholders.