Hartford adds buy button to small business flow

The Hartford released its 2026 shareholder letter, pointing to a change in how small business insurance is quoted and sold. One detail stands out: “Through its industry-leading ICON quoting tool, The Hartford quotes over 75% of new business policies from admitted markets without human intervention.”

This figure raises a few questions—specifically whether “quoting” implies binding, and whether it reflects the direct-to-consumer channel. In practice, the small business quote flow at The Hartford has often ended in a phone call or a handoff to Tivly. With that in mind, we took another look.

The carrier has added a buy button to its small business quote flow, allowing some users to move from quote to purchase in one step. This brings the experience closer to a true digital path. However, the experience is not consistent. When quoting property and general liability, the option to buy does not always appear.