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How Insurance Brokers Create Value—A Functional Approach

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  • Peter Maas

Abstract

Fundamental changes in the market make it necessary for insurance intermediaries to continuously redefine their roles. This study concentrates on a customer perspective of the future role of insurance brokers, using the theoretical foundations of the customer value approach. Findings from 20 in‐depth interviews with leading managers of various types of multinational companies are supplemented with the results from interviews conducted with representatives of intermediaries and insurers. From this study it can be concluded that, depending on the customer's individual situation, brokers will assume one of four functions, the choice of which will be highly dependent on the degree of innovation and individualization desired. The investigation shows that although traditional transaction‐oriented services will continue to be important, there will be a shift toward tailor‐made solutions with an emphasis on consulting services, a situation that will require brokers to acquire new skills so as to be able to meet customer needs.

Suggested Citation

  • Peter Maas, 2010. "How Insurance Brokers Create Value—A Functional Approach," Risk Management and Insurance Review, American Risk and Insurance Association, vol. 13(1), pages 1-20, March.
    • Handle: RePEc:bla:rmgtin:v:13:y:2010:i:1:p:1-20
    DOI: j.1540-6296.2009.01176.x
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    File URL: https://doi.org/10.1111/j.1540-6296.2009.01176.x
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    References listed on IDEAS

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    1. Harri Talonen & Antti Talonen & Jari Stenvall & Tony Kinder, 2021. "Communicating Customer Ownership in Annual Reports: Perspective of Hedonic Value," FIIB Business Review, , vol. 10(2), pages 120-132, June.
    2. Annika Pape, 2014. "Miscounselling in the German Insurance Market—Utility-Orientated Implications for the Meaning of Miscounselling," Journal of Consumer Policy, Springer, vol. 37(4), pages 561-582, December.
    3. Emanuel Stoeckli & Christian Dremel & Falk Uebernickel, 2018. "Exploring characteristics and transformational capabilities of InsurTech innovations to understand insurance value creation in a digital world," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(3), pages 287-305, August.
    4. Puustinen, Pekka & Maas, Peter & Karjaluoto, Heikki, 2013. "Development and validation of the Perceived Investment Value (PIV) scale," Journal of Economic Psychology, Elsevier, vol. 36(C), pages 41-54.
    5. Marc A. Ragin & Martin Halek, 2016. "Market Expectations Following Catastrophes: An Examination of Insurance Broker Returns," Journal of Risk & Insurance, The American Risk and Insurance Association, vol. 83(4), pages 849-876, December.

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