Some years ago, the coming of the Internet into business and households has been welcomed as a new way to sell insurance. A brief look on the reality of the business reveals that expectations have been overly optimistic. Only a very small percentage of policies is indeed taken out online. One factor we feel is responsible is that insurance requires a particular marketing approach. Based on the concept of simplification, we offer an explanation for the apparent failure of online insurance sales and a perspective for future success.
Theil, Michael, "Did E-Business Fail and Why?" (2001). ICEB 2001 Proceedings. 21.