< Back to Blog

Is Insurance A Commodity?

Yesterday, we highlighted a recent article by Lisa Smith for the Canadian Underwriter magazine looking at online shopping for insurance. In a follow-up piece, Smith suggested online packages might make selling policies easier with point-click-buy experiences but the process risks mismatching client needs and solutions.

“Wrong policies, limits, or deductible options can leave clients vulnerable if they suffer a loss or an injury,” she points out. “Decisions to purchase online are usually fueled by saving money and time. However, the move to direct distribution and online sales lose the concepts of risk management and risk transfer in financial planning.”

Even if you consider the idea of buying insurance online, policies don’t really meet the criteria for the types of products normally purchased online: brand familiarity, returnable and product “understandability”.

A broker with DPM Insurance Group is going to cover all the bases an online experience may not. Consider these three points Smith highlights in her article:

  • Financial independence: Can you afford a $500 deductible if a loss happens tomorrow?  $1,000?
  • Risk appetite (self-insuring): If a total loss happens, does the cover limit meet your financial needs?
  • Risk adversity: If a loss of type ‘X’ occurs, are you willing to assume the risk?

At DPM Insurance Group, we offer a “hybrid” mix for those who might be interested in starting the process online.

As Smith suggested: “Hybrid digital approaches help guide user experiences and educating customers, while engaging advisors at strategic points to ensure purchasing success. The approach promotes self-service until the user indicates help is needed and/or business rules and conditions indicate potential product misalignments.”

At DPM Insurance Group, our brokers are here to make sure their client’s policies are providing financial protection to those in need when they experience a loss.


Protect yourself, protect your family, protect your devices.

Learn More

DPM Driver’s Ed Scholarship

DPM Driver’s Ed Scholarship. Your security, our responsibility.

Learn More

Blenheim Office

24 Marlborough St. N., Box 479
Blenheim, ON N0P1A0

Phone: 519-676-8159
Fax: 519-676-0020

Chatham Office

250 St. Clair St.
Chatham, ON N7L 3J9

Phone: 519-352-4343
Toll Free: 1-800-561-4949
Fax: 519-352-6484

Essex Office

29 Talbot St. N, Box 69
Essex, ON N8M 2Y1

Phone: 519-776-6457
Fax: 519-776-7400

Harrow Office

65 King St. W., Box 790
Harrow, ON N0R 1G0

Phone: 519-738-2277
Fax: 519-738-2279

Tilbury Office

59 Mill St. E, Box 1239
Tilbury, ON N0P 2L0

Phone: 519-682-0202
Fax: 519-682-2391

Wallaceburg Office

403 Wellington St.
Wallaceburg, ON N8A 2Y2

Phone: 519-627-1777

DPM Insurance is a BrokerLink company. The BrokerLink companies are subsidiaries of Intact Financial Corporation (TSX: IFC)