Liberty Mutual Insurance is launching a digital agency called Comparion, which will offer auto, home and small commercial insurance options from Liberty Mutual and more than 50 other national and regional carriers.

Upon approval of state insurance regulators, the nation's sixth-largest personal lines property-casualty insurer is planning to transition its more than 2,200 exclusive insurance agents in 200 offices across the country to working for the new agency.

“Personal insurance buyers and small business owners want expert advice and broad choice in insurance coverage and price, and Liberty Mutual is better positioned to provide these by transitioning our exclusive agent operation to an agency model," said Chris Capone, Liberty Mutual president, exclusive agency distribution, global retail markets U.S.

“We are creating a digitally enabled agency of tremendous scale that provides our producers with best-in-class support along with a broad and deep product suite to serve their customers while accomplishing their financial goals," he said.

In advance of the transition, Liberty Mutual is hiring hundreds of sales professional talent across the country. Comparion agents receive uncapped earnings potential from base pay, sales bonuses, and new and renewal commission. According to Liberty Mutual, this is not an independent agency model. These producers will not be 1099 independent contractor agents; rather they will be employees of the Comparion Insurance Agency, which is a wholly owned subsidiary of Liberty Mutual Group. 

When the transition is complete, in addition to accessing personalized Liberty Mutual products delivered by expert local Comparion agents, consumers can also receive Liberty Mutual products from LibertyMutual.com and its licensed call center.

In 2018, Nationwide announced its intention to shift entirely to an independent agency distribution model, which it completed in July this year.

Liberty Mutual employs over 45,000 people in 29 countries and economies around the world. It offers a wide range of insurance products and services, including personal automobile, homeowners, specialty lines, reinsurance, commercial multiple-peril, workers compensation, commercial automobile, general liability, surety, and commercial property.

In addition to its soon-to-become Comparion agents, Liberty Mutual also distributes its Safeco Insurance personal auto, homeowners and specialty products, and Liberty Mutual small business insurance through more than 10,000 independent agencies countrywide. Further, it will gain a network of approximately 3,400 additional independent agencies across 33 states when its pending acquisition of State Auto Group closes.

Will Jones is editor-in-chief.