During Recession Consumers Should Keep Insurance

"The economy is prompting a lot of people to reassess or re-evaluate everything everywhere and they are looking to make sure they are getting the most for their money," said Mark Gibson, assistant vice president of advertising for State Farm Insurance Cos. "Our industry is no different."

That creates something of a buyers' market. Many consumers are shopping around for the best price.

After receiving a rate increase notice last year for polices on two automobiles and two homes, Justin Gregonis decided to leave his current insurance provider and go with a cheaper company. Gregonis, of Phoenix, said he was able to get the same amount of coverage without changing his deductibles for a savings of about $1,200 a year.

"I was willing to go with whomever was going to get me the best rate and have the best coverages," he said. "Insurance in itself is just basically like playing the lottery. It's just a gamble, but you have to have it."

Consumers' willingness to abandon their insurers is making some companies work with customers to try to retain them.

Companies like Allstate Corp. and Travelers Cos. are introducing new discounts and lower priced products. But consumers need to be careful about discounts, for example, when carriers offer lower prices to customers who buy both homeowners and auto policies.