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Overview: The Affinity insurance distribution model illustrates the ways in which rather complex go-to-market systems can be simplified utilizing technology solutions and the Web. Moreover, Web-enabled technology solutions can be highly effective for the sale of insurance products and services to association members and affinity groups. The solution is robust. however, and requires a great deal of marketing savvy and technological capability. As with any affinity and member-driven organization, the goal is to provide valuable benefits and services to members that are increasingly looking for greater self-service capabilities. Affinity groups that have a focused Web strategy and have developed e-commerce processes oftentimes realize lower go-to-market costs and achieve faster growth – exceeding expectations as well as sales growth trends in comparison to non-Web supported distribution systems.
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