Pro: If you sell by price, give them access to a tool that will show them the lowest price
Con: If you sell by price, you die by price. True story. I'm not saying it is a bad idea. But it will affect the leads that flow to you. So it will work better for someone looking to sell cheap term by phone or FE than ti will for someone who is looking to market LIRP's or key person policies to business owners.
However, I felt it would be to disrupting. I no longer actively pursue outside my book. So, the people that would be looking at the app would be current clients or their friends and family. So shopping me on my own site.