Caught in the web

Listening to the latest Broker Management Forum regarding online marketing, I found the results of the poll particularly interesting.

With 77% of brokers claiming it is essential to have a web presence and one-quarter ranking online marketing as the most effective form of marketing, it is perhaps surprising that more firms are not using their websites to their full potential and transacting business online.

I agree with the comments made about brokers paying significant sums for websites that are not being used effectively. One of the biggest frustrations for consumers is visiting a broker's website and finding out all they need to know about the company but not being able to obtain a quote.

There is a simple solution - web-quotation engines. These are being developed by software houses to enable brokers to provide instant and competitive online quotes from a panel of insurers. All consumers have to do is enter their risk details. This is where brokers should be able to exert their key advantage over insurer-direct websites where only the in-house product is offered.

My advice for brokers would be to talk to your software house. After all, web trading is a cost-effective way of attracting new customers who prefer to shop online and of keeping existing customers happy.

Mark Ryder, Commercial director, Misys General Insurance

To air your views and comments, please write to the editor, Richard Adams, at: Professional Broking, Haymarket House, 28-29 Haymarket, London SW1Y 4RX or email: richard.adams@incisivemedia.com

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