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Summary: Today’s insurance industry faces growing complexity and competition at every corner. Insurance has become a commodity market characterized by low growth in mature markets. As a result, insurance companies are shifting the way that they go to market and interact with their clients. Three trends have emerged as a result of this new environment; more insurance companies are making customer-focus the priority, producers are becoming generalists, and technology and data are being integrated into the sales process. This brief explores these trends and provides insights into what sellers in the insurance industry can do to leverage an understanding of these trends to gain a competitive advantage.