Ericson Insurance Advisors in Washington has launched a new website that will enable insurance buyers to evaluate their coverage and obtain rate information for luxury assets.

The site, InsureScope.com, adds a new digital offering to Ericson’s longstanding model as a boutique provider of personal insurance advisory and brokerage services.

“InsureScope.com is an innovative solution designed to improve the client experience in the luxury market,” said Kurt Thoennessen, who leads the firm’s digital strategy. “Site visitors can easily create their plan and quickly provide details about their needs. Our expert advisers will do the rest.”

The launch comes at a time when private equity investments are flowing to tech innovators seeking to overhaul the way consumers buy insurance.

“This is yet another example of how Ericson is staying ahead of the curve in our industry and embracing new technology to improve our services,” Thoennessen said.

The firm believes the offering will attract a new segment of clients who value expert advice, but prefer to start their research online.

Ericson said clients insured with mass-market insurers will be surprised by how competitive Ericson’s high-quality insurance companies are.

“Insurance is often the last thing individuals and families want to review, which leads many of them to overlook important coverages or overpay for coverage they don’t need,” said Thoennessen. “We want to change that.”

InsureScope.com offers a RiskREVU tool, where site visitors can complete a 60-second assessment about their personal insurance to receive complimentary advice and coverage suggestions, which can reduce their insurance costs and improve coverage protection.