I think we have differing definitions of "commodity" here, which probably causes people to view it differently. For example:
- Commodity Design: How the product works, including coverages, deductibles, etc. This is certainly commoditized (and heavily regulated) for a lot of insurance products.
- Commodity Pricing: Meaning little variability in cost for a given coverage. This one can be somewhat true for some products, but it generally is not accurate. Even a super-commoditized product design like term life has wildly varying rates depending on the company offering it. This has many causes, but can include the relative efficiency of a company's operations, the amount of commission paid, historical claims experience, and differing profit targets (i.e. some companies subsidize either home insurance or car insurance to obtain bundled pricing competitiveness, etc.).
- Commodity Service: This one is a gray area, as all companies have some regulation on how they pay claims and process premiums/refunds. The consumer may experience widely differing service levels, depending on the company they're dealing with.
Bottom line - it kind of depends what you as a consumer value, i.e. high touch service vs. absolute lowest price, but overall, I'd lean against calling insurance commoditized overall. My assessment says YES, NO, and MAYBE for the three items above.