HughPickens.com writes: The insurance industry is a fat target — there's were about $481 billion in premiums in 2013, and agents' commissions of about $50 billion. Now Conor Dougherty writes in the NYT that the boring but lucrative trade has been attracting big names like Google, which has formed a partnership with Comparenow, an American auto insurance comparison site that will give Google access to insurers in Comparenow's network. "A lot of people are waking up to the fact that it's a massive industry, it's old-fashioned, they still use human agents and the commissions are pretty big," says Jennifer Fitzgerald. It may seem like an odd match for Google, whose projects include driverless cars, delivery drones and a pill to detect cancer, but the key to insurance is having lots of data about people's backgrounds and habits, which is perhaps the company's greatest strength. "They have a ton of data on where people drive, how people drive," says Jon McNeill. "It's the holy grail of being able to price auto insurance correctly." People in the industry and Silicon Valley say it is only a matter of time before online agencies attack the armies of intermediaries that are the backbone of the trade, and Google could present formidable competition for other insurance sellers. As many as two-thirds of insurance customers say they would consider purchasing insurance products from organizations other than insurers, including 23 percent who would consider buying from online service providers such as Google and Amazon. Google Compare auto insurance site has already been operating in Britain for two years as a search engine for auto insurance prices.

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