From the article by Bethan Moorcraft for the Insurance Business America website, "As transformation in the insurance industry makes it easier for insureds to research, find and purchase insurance, independent agents are having to adapt their value proposition. Traditionally, the value of the agent has been in the relationship with the client and finding the best products to protect what matters most to people.

The shift towards technology-enabled direct-to-consumer insurance sales has resulted in a very price-competitive insurance market. According to Brenna Johnson, senior product manager at insurance technology company EZLynx, anything an agent can do to "focus on their two primary values - offering value to insureds and building relationships - is going to help them transition along with the industry.

One way for agents to do this is by leveraging technology. Johnson takes Insurance Business through five key ways independent agents can leverage technology to solve business problems, while becoming more efficient and effective:"