disintermediation

Elimination of the intermediary or third party from a transaction. Technological advances should in theory lead to more efficient markets where buyers and sellers of a commodity or service can transact business directly without the need for a broker. The ability to buy insurance directly from an insurance company, or to buy investments directly from the investment provider, is an example of disintermediation. However, in reality, intermediaries frequently offer independence as well as adding value relied upon by one or both parties to a transaction, and are unlikely to be eliminated from a market.