If you focus on the risk management side of personal lines I think you're going to have a hard time to scale. The problem is most consumers don't care enough about coverage to shop for it. What attracts new clients is price, price, price. Clients unfortunately won't worry coverage until they really need it. The problem with focusing on price is you'll attract clients who won't renew after 3-5 years, messing up the retention numbers. Navigating the balance between those two will be critical.

Now there is some space in the high-end personal lines for focus on protection. But there you're competing against entrenched insurance agents.

Small commercial is also a very interesting space to explore. Protection is much more important for these people and the sales process is easier to automate (than med/large commercial.)

---

I sold my startup in this space last year. We provided marketing automation for agents. Feel free to reach out.