Insurance Agents Urged to Follow, Insuritas Online Sales Model

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by Amy O'Connor

Customers of can now furnish their home or office and insure them through the same source. The online retailer this week began selling small business, auto and home insurance along with furniture, rugs, beauty products and electronics.

The mega-“etailer” launched Insurance Agency through a partnership with Insuritas, a provider of private-label insurance agencies whose CEO believes online shopping is replacing traditional insurance agencies because it is what consumers want. He urges agents to start installing their services in other businesses.

According to CEO and founder of, Patrick Byrne, the Salt Lake City-based company’s mission is saving people money and it is always looking for new niches where it can do so for its large customer base.

“A lot of our customers are home buyers and are either buying, furnishing or refurnishing homes or apartments so it seemed like a natural fit for us to offer a home insurance product,” says Byrne.

Now listed at the top of the website is an “Insurance” tab where customers can click and receive a personalized auto, residential or business insurance quote. Insurance purchases are paid for in the same shopping cart as other home and beauty products. Customers can also manage their policy through their accounts.

Coverage is provided through major carriers, including Safeco, that have been secured through Insuritas, which handles all of the agency and policy details for Overstock, including the technology, call center and policy binding.

Insuritas has been providing insurance agency functions to banks and credit unions nationwide for the last 15 years but this is the first retailer it has worked with. Jeff Chesky, CEO of Insuritas, says what is different about this arrangement compared to its partnerships with banks and credit unions is that owns the agency and policies while Insuritas provides the backroom services, operational infrastructure and products.

Customers will connect with Insuritas’ agents in its call center in Hartford, Conn., but the policies will come from Insurance Agency. Insuritas will be compensated by the retailer a portion of the gross income of the agency.

Carriers on Overstock will be paid directly by the consumers who purchase a policy from and then remit the commission to the retailer.

Overstock announced its insurance venture the same week that giant retailer Walmart announced it would be offering insurance through its website.

Unlike the Overstock deal, Walmart will not own the agency; it is simply directing customers to the website through its own website. will provide Walmart customers with comparison quotes from national insurance carriers including Progressive, Esurance, Safeco, Travelers and 21st Century.

Chesky of Insuritas says it was no problem getting its carriers to sign up because Overstock’s customers are primarily women between the ages of 34-55 who have high credit scores –a prime target group for insurers.

“The customers we bring in for insurance shopping are very attractive risks to carriers,” he said.

“Our carrier partners are thrilled to underwrite the customers of, just like they are thrilled to have us distribute their products in banks and credit unions because [the financial institutions] are giving them loans so there is a good claims risk there,” Chesky said.  “Carriers are increasingly recognizing credit score as indicator of claims risk.”

Chesky thinks Overstock customers are more desirable to insurers than those of Walmart.

“We are looking for very attractive segments of the marketplace that our carriers have a very strategic appetite to write,” he said, adding that he is “not sure how Walmart will align its customer base” with carriers’ models.

As for consumers, Chesky says they are not only looking for but also demanding the “no-hassle” online insurance shopping experience like Insuritas and have created. He says this is being proven by the organic growth his company sees every day.

He believes the traditional insurance sales model of customers sitting down with an agent and discussing policies is dying.

“Consumers don’t want a relationship with an agent or even a carrier,” says Chesky. “They just don’t want to spend money on something they didn’t use but still want to protect their investments and assets.”

That doesn’t just go for personal lines insurance. According to Chesky, 62 percent of the small businesses Insuritas’ quotes end up buying their coverage from the financial institution or bank that offered the Insuritas online product.

“The traditional agency system doesn’t make sense to customers…The relationship has gone digital,” he says. “Agents keep saying their model will work but they are tone deaf to this radical transformation. Consumers are voting with their fingers.”

Chesky says it is imperative for insurance agents and brokers to step out of the carriers’ control and recognize what consumers want and work with new insurance models like Insuritas.

“The successful agents will lead the transformation. They will listen to what the consumer wants and deliver that experience to them rather than listen to what the carrier wants,” he says. “The new generation of agents needs to say that it doesn’t have to be about me or my name and will make a wonderful living by installing their products and their business in someone else’s store.”

Overstock founder Byrne says his firm doesn’t have any set goals for the first year and expects it could take a few years for the agency to take off. also plans to expand into the life and health insurance space later this year through the Insuritas system.

Insuritas is prepared to offer any and all insurance that is available, says Chesky.

“The consumer is looking for a store or aisle in a store where the shelves are stuffed with every risk management product they need and that’s what we will keep doing for Overstock,” he says.

Chesky says this is an opportunity for his company to become familiar with the worldwide retailer’s customer service strategies.

“We will learn how to do adopt the best practices of e-commerce and retailing from Overstock and apply that to other partnerships,” he says.

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  • May 13, 2014 at 7:23 pm
    PETE says:

    You can have the customers who `vote with their fingers’, because they’ll vote with their fingers every year. I’ll take everybody else. Good luck!

    • May 16, 2014 at 7:34 pm
      R C says:

      Insurance is getting more complicated than ever as it responds to increasing legal issues involving not only property that is damaged, but also to injury claims. It will continue to become more difficult than ever for consumers to even know the risks involved and sort out the various coverage’s needed. The expertise and experience of a professional, trained agent familiar with local and state regulations will become more valuable than ever.

  • May 14, 2014 at 6:41 pm
    Paul says:

    In the end, they are an Independent Agent competing against direct writers. (I hope the Big I signed them up). That’s what we all IAs aspire to do.

  • May 14, 2014 at 6:43 pm
    Paul says:

    Walmart really is acting as an Independent Agent – I hope the Big I has signed them up. In the end, they are competing with the direct writers. Good for them.

  • May 20, 2014 at 8:17 pm
    Mike says:

    I want to see what the “Overstock” people do when a tornado lays waste to a town or community. Or when there is some horrific liability claim or major flood. Evidently most of the people involved in the massive CA mudslide thought they had insurance coverage for mudslide but found out they had little or no coverage and will have to go it alone when coverage was available. So sad.
    Individuals and small businesses need a trained and experienced agent to recognize the real exposures a customer has not just the obvious ones. Insurance is not a commodity. The devil is in the details and policy wordings. They will find out the hard way. Anything in life worth doing should be done right. They will want a relationship with an agent or carrier when the proverbial crap hits the fan. Then there will be the tears and heartache. Customers are voting with their fingers….that is what they will get when their claim is denied.

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