“…Our research is exploratory in nature and our findings are short of empirical observation. More research is needed to explore how different roles are fulfilled by current market players (e.g., Stoeckli et al 2018), how customers take insurance-related decisions in a digital platform context (e.g., Baranauskas and Raišien ė 2021), what drives the performance of different market forms in practice (e.g., Comanac et al 2016), and what impact regulation (e.g., Marano 2021), the choice of pricing and compensation structure (e.g., Tseng and Kang 2014), and the willingness to share data (e.g., Pugnetti and Seitz 2021) have on market development. Considering the significant share of overall expenses currently consumed by insurance intermediation, further research on ways to leverage the dynamics of MSPs in internalizing network effects, triggering recombinant innovation, and enabling scale and scope by minimizing marginal costs will be not only academically interesting but economically relevant.…”