An insurer has started a program to reach out to a specific demographic group.

Old Mutual Financial Network, Baltimore, a unit of Old Mutual P.L.C., London, says it has established OMFN En Espanol as its Hispanic brand for life products and services.

The program will offer bilingual products designed to meet Hispanic customers’ specific needs, Old Mutual says.

The marketing program includes a Web site, new marketing materials, and a team of bilingual sales and customer service representatives, Old Mutual says.

Jorge Enderica, OMFN’s director of business development and Hispanic marketing, is in charge of the new program.