NU Online News Service, March 1, 1:19 p.m. – SimplyHealth Inc., Atlanta, a pioneer in the Web-based health insurance sales market, is changing its name to Connecture Inc.

The company recently decided to focus on developing Web-based sales systems for other insurance companies and brokers. It sold its nationally recognized retail Web health insurance sales operation to Digital Insurance Inc., Atlanta.

The brokerage operation was the second biggest health insurance brokerage operation in the United States, but running it along with the rapidly growing technology services operation would have been difficult, SimplyHealth says.

SimplyHealth once emphasized efforts to reach consumers directly. Digital Insurance has competed by making a point of allying itself with association health insurance programs and insurance brokers.