There is no viable product without both. The insurance product is essentially a promise. If the promise is not credible and understood it will not be purchased. If the promise is not communicated it cannot be purchased. These are the elements of market conduct.
Compliance is a minimum criterion.
It is the least you must do. Market conduct is more fully about successfully establishing the confidence and rapport with buyers and potential buyers that is necessary for success. Market conduct is not only about managing the risks of marketplace activity but it is also about identifying and seizing opportunities. The World Wide Web is a revolutionary opportunity. Market conduct on the web will influence both the structure of that marketplace and who succeeds in it.