Recognizing this demand, HUB International has debuted its new digital platform for personal insurance. The Chicago-based brokerage aims to streamline the insurance quote and purchase process.

Bryan Davis, head of personal lines strategy and business development at HUB, said Viu will allow customers to engage however they want. Whether customers want a swift quote process that cuts down on manual research time, or a range of policy options to compare, the retail platform’s goal is to provide a seamless digital experience.

“Our intention for VIU is to be a full omni-channel experience,” Davis told Insurance Business. “Some customers may want a fully digital experience. Some customers may want a hybrid, where part of the experience they want is digital, but they want to be able to text with or chat with a human. Some would still want to go to a local agent, and we want the experience to be the same.”

Read next: Hub International reveals latest hire and acquisitions

Davis emphasized VIU’s flexibility in allowing HUB to adapt to customers’ needs during their journey. Noting that people’s insurance coverage needs change as they go through different life stages, Davis said HUB developed VIU to help close coverage gaps and provide expert broker advice.

“When their risk changes, whether they added a car, they’re now in a flood zone, or they had a new child, a broker is supposed to be there giving customers advice and counsel. So VIU stays with the customer throughout that,” he explained.

Carrier neutrality is also a distinct element in VIU’s features. The platform offers “comprehensive selection of insurance options powered by unbiased expertise,” according to HUB president and CEO Mark Cohen. It also aggregates customers’ policies in one place regardless of carrier, allowing them full view and control of their level of