Many consumers believe that insurance companies, whether automobile, home, marine , or other, are there to help them in their moments of greatest need. This belief does not arise out of thin air, nor does it exist by mistake. It is by very deliberate design. Insurance companies pay a lot of money to very good and creative advertising agencies to create and mold that very perception and image. The result is memorable catchphrases, fun characters and clever commercials. In fact, these advertising agencies are so good at what they do that you can probably repeat some insurance company mottos right now without much effort at all. Come on, go ahead, try it. Ok, I'll go first. The first two that immediately come to mind are State Farm's ("Like a good neighbor State Farm is there") and Allstate's ("You're in good hands with Allstate"). It didn't take me long at all. And how about those clever Geico commercials with the cute Gecko or the ones with the funny cavemen. The cavemen commercials were so well-liked, in fact, that a television sitcom was ultimately spun off of them (it was short-lived though). It's not surprising that among all of this "noise" consumers can get confused and distracted. However, consumers cannot afford to lose sight of the following critical fact because if they do it can end up costing them. And here it is, one of the most important facts never to forget when dealing with insurance companies: they are simply a business whose ultimate goal is that of any other business - to make the highest profit possible. There is nothing wrong with a business making a profit, but consumers have to understand that for an insurance company (a business) to earn the highest profit possible it needs to pay the lowest amount of money possible on every single type of claim submitted to it, including personal injury claims. As a result, when an individual suffers an injury they should not automatically believe that the insurance company they are dealing with is looking out for their best interests. This is not the case. That's because an insurance company cannot be attempting to make the highest profit possible (which again, as a business, is its goal) while at the same time attempting to pay the fair value of each and every claim. It is for this reason that every individual that is injured due to someone else's negligence should contact a personal injury attorney to discuss their rights and obtain an evaluation of their personal injury claim . No matter how cute that Gecko looks, or how funny those cavemen are.