What does 'direct writing' mean in the context of surplus lines?

'Direct writing' in the context of surplus lines refers to the process where insurance is sold directly to consumers through agents or brokers, bypassing intermediaries. This approach allows insurers to form a direct relationship with policyholders, facilitating better communication and more tailored coverage options. In surplus lines, which deal with insurance for risks that are not typically covered by standard markets, having direct access to consumers helps insurers efficiently address unique risks and provide specialized policies that may not be available through traditional avenues.

The other options do not align with the concept of 'direct writing' as it specifically pertains to the relationships and transactions between insurers and consumers. Selling insurance exclusively through online platforms would limit interactions that can enhance understanding and cater to individual needs. Marketing through third-party affiliates often complicates the transaction process and diminishes the direct relationship between the insurer and the consumer. Finally, offering insurance exclusively during promotional periods does not accurately characterize the ongoing engagement and offerings inherent in direct writing.