A company known for selling annuities is trying to use the Web to position itself as a source of “consultative financial strategies.”

Integrity Life Insurance Company, a unit of Western & Southern Financial Group, Cincinnati, says it will be adopting a brand strategy identifying itself as a provider of “Risk Management Financial Solutions.”

The company is offering a collection of retirement information and planning tools through a new Web site, at Document Link

The site identifies the 4 fundamental risks facing consumers as Longevity, Inflation, Volatility and Event.