UPDATED 9.07am: The job losses announced by State Insurance this week may be the beginning of a trend in the industry, as more customers opt for internet over face-to-face service.

State wants to close all but one of its high street offices, putting 91 employees out of work.

Insurance Council chief Tim Grafton says not every company will follow suit, but it is a growing trend.

"We're in a competitive industry, so some people will see merit about having a shop front presence, but there are others that look at another strategy."

Grafton says the change has been coming for a while.

"This has been a growing trend for some time and it will increase as you go into the future."