Travelers Launches its New Amazon Storefront

Last week, Travelers announced a new partnership with Amazon to create the insurance industry’s first digital storefront at The storefront page encourages consumers to “make your home safer and smarter with the new Travelers Smart Home Insurance Solution – great home insurance, a smart home device kit, and savings.”

Once consumers click “Start your quote now,” they are directed from the Travelers storefront on Amazon to the company’s website or to an independent agent. Through the program, Travelers is offering smart home kits—designed to help protect homeowners from some of the most common causes of loss—at discounted prices for Travelers customers in participating states.

How does this impact independent agents? Michael Klein, executive VP and president of personal insurance at Travelers recently told IA magazine, "We've had a lot of conversation about the fact that we're creating a level playing field after the click on the storefront. Because the customer is the one who decides whether they want to come to us to get a quote or go to an agent to get a quote. And we think that's really important."