Acceleration of digital in retail insurance acquisition

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      <subfield code="a">For many European countries, the research online, purchase offline (RoPo) trend has kept on growing in retail insurance products distribution for several years. Even for relatively standard products such as motor, home and health insurance for individuals, the share of direct digital sales sits below 10% across the vast majority of European countries (e.g. Germany, France, Belgium and Spain, ). Yet a large share of customers will have searched for information online before making an insurance purchase, whether online, by call or physically through an agent. Insurers have been looking to capitalize on that trend and acquire customers digitally, developing various business models, from direct digital sales to omnichannel models, with different levels of success.</subfield>
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