By FINTECH Books Contributor, Michael Jans Follow: @michaeljans  Insurtech for brokers? Not just rebels who want to turn insurance upside-down?Right. Brokers will fight for their life. And they’ll use the weapons that help them win. Ultimately, the winners of the insurance battle will win by giving the marketplace what it wants. Bain  Company’s research shows us just what that market wants. . Brokers lose that battle. AM Best data shows they’re more expensive. The efficient direct channel dominates that battlefield. The emerging digital channel will soon challenge them. Some want the best price. No weekends? No evenings? Doesn’t bind online? Not a bit convenient. Again, the direct channel wins this battle. But the digital channel threatens their lead here, too. Some want convenience. They care about the centralvalue propof insurance:protection. The emotional comfort of the local or expert broker delivers best on this promise. But many also want peace-of-mind. Nothing satisfies a tribal species like relationships.But the economics to support that promise break down. The low commissions on most insurance doesn’t support ‘old school’ relationship anymore. And that’s compounded by a stubborn dilemma. Customers don’t want phone calls – the brokers traditional communications tool.Targeted InsurTech solves that problem. How? By integrating traditional technologies – agency management systems – with new technologies. Marketing automation.This allows brokers to deliver ongoing value. To create relationships. To touch the right people with the right message at the right time. Insurtech is not just about efficiency. It must be about the customer. Winning them. And delighting them. As Steve Jobs said, “…it’s technology married with liberal arts, married with the humanities, that yields us the result that makes our hearts sing.”Can insurance make hearts sign? Yes. With quality content delivered by technology.That’s the promise of InsurTech for brokers. And the comfort and confidence for the clients they serve. If you would like to learn more about FinTech please look at our video courses at FINTECHCircleInstitute.com