From the article in Insurance Business America:

"There are carriers as well as online aggregators and direct agencies that are investing in the technology to have an online digital experience for their clients, and agents today are missing that because they might have a website, but they don't have the ability to get a quote on their website, or their website isn't integrated with their automated marketing system," said Laird Rixford, CEO at Insurance Technologies Corporation (ITC). "Right now, consumers are looking for ease of doing business and transparency. They want to know that the agency or the carrier or whoever they're getting an insurance quote from is providing them the broadest sense of transparency."