Byline: Martin Luttrell

SUTTON - With managed competition now allowing Massachusetts drivers to shop around for auto insurance, consumers shouldn't rely on the Internet for the best deal, said Francis A. Mancini, president and chief executive officer of the Massachusetts Association of Insurance

In remarks yesterday to about 65 members of the Blackstone Valley Chamber of Commerce, Mr. Mancini said consumers who try to find the best deal by themselves are likely to become confused and end up with an auto policy that does not serve their needs.

"You will not be comparing apples to apples," he said. "You really should sit down with an agent. Companies call different plans different things. Make sure you're comparing the same things."

As of April 1, the state's 4 million drivers can shop around for auto policies. The regulation changes, enacted by Gov. Deval L. Patrick last year, created a "managed competition" system that replaced a 31-year-old format in which state regulators annually established the cost of all auto insurance.

Mr. Mancini said that one company doing business in Massachusetts will ask prospective online customers for a lot of information, and will offer different rates, depending on how much of a risk the company assesses in the online inquiry.

"Some will drive you away if they see you're a risk," he said. "They will show you a rate, and some from other companies that are lower. If you're a good risk, they'll pick a couple of companies that are higher than theirs, and compare themselves to them."

He recommended that consumers avoid using the state Division of Insurance's Insurance Premium Comparison Web site, saying it does not seek enough detailed information to make an informed decision.

John F. Kittel, senior vice president of Arbella Mutual Insurance Co., said drivers purchase auto insurance to protect themselves and their financial well-being, not to protect their car.

"You don't buy the cheapest insurance because it's the cheapest," he said. "If you had a business, would you hire the cheapest lawyer? The cheapest accountant? This is personal, baby."

He likened consumers obtaining their auto insurance advice from the Internet to getting legal advice in the same fashion.

"You need somebody to pull all the parts and pieces together," he continued.

Susan K. Scott, senior vice president of Travelers of Massachusetts, said that prior to this month's changes, everything from agents' commissions to policy prices were fixed, leaving no price competition.

"A lack of meaningful choice was the hallmark," she said. "Now, you have a choice. You will be able to shop wisely."

"It behooves a good driver with 15 years or more of experience to ask where you can get the best deal," she said. "The lowest price may not matter so much. Don't rely on Web sites. Find a good agent."

Discounts abound, including ones for anti-theft devices. Companies will begin to compete with these incentives, as well as others as time goes on, she said.

He said the approximately 1,600 independent insurance agencies in Massachusetts write about 80 percent of the private passenger policies, compared with a national average of about 35 percent. Each agent represents as many as seven or eight companies, and will work with customers who have a claim.

Yesterday's chamber meeting was the first for Jeannie Hebert, the organization's new president and chief executive officer. She had earlier served as senior tourism and marketing director for the Central Massachusetts Convention and Visitors Bureau. She was also vice president of retail marketing for Hebert Candies Inc. of Shrewsbury.

ART: PHOTO

CUTLINE: Ms. Hebert