First we need to understand how a website can act as an insurance agent. One possibility is that the players will be placed on banks, finance companies and other related institutions. Another possibility is to an agent or broker, that the two ends of the licensed insurance agents and combines them with prospective customers, namely, lead-generators.
In some cases, the websites also act as financial advisors & counselors who give you tips on managing your money & selecting the right insurance policy as per your individual requirements. It is a common feature with the websites that are themselves authorized to sell these policies.
About their work style, this is a two way communication where the buyer posts their needs and seller hints about their product. If either of the parties is interested they contact each other through the portal and try to crack business. Here comes another variation. Some websites get paid once the deal is actually made, that is the insurance is booked with some client. And in same cases only the exchange of the lead generates income. Whether it turns in to an actual deal or not, does not change the pay package of the website. The latter is more common when the agent buys a bulk of leads from one seller in one lot. The former is more often applicable in the deeds where quite big money is involved. The website earns brokerage from both the ends in one go.
Next, before trusting any of these web portals you must ensure that it is actually worth to trust. For this the simplest way is to see that the given web is operational for a long time now. Also see that its necessary contact details, like the email address, phone number and the address is mentioned in the website. You can also try calling up on the given numbers in order to ensure the safety of your money and business.