Transactions worth up to 15% of the small commercial insurance market or more than $10 billion in yearly premium are likely to be made through direct and online sales in the coming five years, according to a Novarica report. The draw for small commercial buyers appears to be pricing and convenience, the report said. "The only thing missing is billions of dollars in advertising to make direct purchasing seem more 'normal,' but that’s just a matter of money and time," Matthew Josefowicz of Novarica wrote in the report.

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