What do companies like NerdWallet, Expedia, and Amazon have in common? All have transformed the way people shop by catering to customer interests and providing tools to help them make informed choices.

Whether booking a trip or buying a new television, consumers want the product that best suits their needs, not a one-size-fits-all option. As a result, today's consumers are savvier and expect choice and personalization in all aspects of their lives, including their benefits … and that's exactly what they're getting.

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