The insurance industry is one of many that are undergoing change as a result of technological advancements. This paper examines the impact of digitalization on insurance and the factors affecting the same. In addition, this paper discusses various distribution channels, both established and emerging, and how digitalization has affected them in insurance product marketing. It likewise has been dissected the way that clients are currently keener on buying protection on the web, in which web aggregators' plays had an immense impact. This paper also discusses the new practices adopted by insurers to deliver greater value to their current and potential customers, as well as the entry of web aggregators into the distribution channel and their role in making the insurance sector more digital, which benefited both customers and insurers.