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ING unveils online life insurance education tool

22 July 2009  |  2281 views  |  1 Source: ING

The ING Life Companies have unveiled a new, interactive online tool that aims to make it easier for American consumers to learn about life insurance.

Dubbed ING for Life, the online tool walks consumers through an education process to help them determine the type of life insurance product and estimated amount of life insurance that best fits their personal situation.

"America's middle class is underinsured, yet they are probably the population that needs life insurance the most," said ING U.S. Insurance CEO Butch Britton. "ING for Life(SM) breaks down some of the barriers to learning about and obtaining life insurance by making it easy to get education at their convenience, without pressure or time constraints."

After completing the research and education process, the site offers users the opportunity to move to the buying process. With a few clicks of a mouse, users can get life insurance quotes and connect to a licensed life insurance agent that will help them complete a life insurance application.

For insurance professionals and brokerage agencies, ING for Life(SM) creates an opportunity for firms to efficiently reach middle-income consumers. With co-branded URL addresses, firms can utilize the tool to generate ready-to-buy customers (aka qualified leads). Firms not designed to handle significant application fulfilment can utilize an ING-approved fulfilment center to respond to consumer questions and complete the sales process.


Comments: (1)

A Finextra member
A Finextra member | 23 July, 2009, 12:47

It's a great idea. In fact, anything that helps people to understand the value of insurance is good in theory. Hopefully there will be some form of literature on the site clearly stipulating that the information is tied rather than independent? This is a major downfall in the UK at the moment as the average consumer does not often understand the difference between a wholly independent advise and tied advise. This will hopefully change with the publication of the Retail Distribution Review.

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