Interesting site. But not really new. I work at Answer Financial (www.answerfinancial.com) we're a national auto and home insurance agency that represents over 20 insurance carriers. You can get quotes and buy online from our carriers in 49 states. We do this via direct XML connections into the carriers we've contracted with. We're also the company that powers comparative quotes on esurance.com (our sister company).
I very much like this concept though, its much like Confused.com in the UK as the techcrunch article pointed out. The challenge is getting enough carriers to actively participate so there's a high quality customer experience. I would guess Leaky is screen scraping the carrier sites. A bit easier in CA since you can't use credit scoring to price auto insurance here.