Farmers Insurance launches fully digital auto insurance in South Carolina

Farmers Insurance, a US multi-line insurer, has launched its first auto insurance product in South Carolina. Consumers throughout the state now have access to a fully digital and customisable auto insurance policy, with quoting completed in under a minute via a self-serve dashboard.

"Entering South Carolina with the very first fully-digital and customisable Farmers auto product is an important milestone for us," said Keith Daly, president of personal lines for Farmers Insurance. "It's a unique opportunity for us to bring our 92 years of experience to a new market with a fresh, digital-first approach. This is also another bold step toward our eastern expansion commitment of bringing the Farmers brand to 48 states."

Farmers, which has long held a significant presence in the western and southern parts of the United States, is accelerating its efforts to expand the availability of Farmers-branded products up and down the Eastern Seaboard. South Carolina marks the eighth state where Farmers has expanded access to branded products since 2011, with more than 1 million new policies in force as a result of its eastern expansion in states such as Florida, Connecticut, Georgia, Maryland, New Jersey, New York and Pennsylvania.