Insurance is a $481 billion business and technology start-ups are looking to replace the role of agents. Furthermore, large technology firms such as Google are rolling out their own web portals. Retailers, both online and offline, such as and Walmart are looking to sell policies as well. However, this is not the first time the role of insurance agents has come under attack. Even the insurance providers themselves have tried to sway customers to buy direct. Agents contend that their knowledge and ability to assure customers will still be hard to replace, despite the growing number of threats.