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"ING for Life" aims to educate consumers, deliver qualified middle market leads

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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 LifeSM, 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. After completing the research and education process, the site offers users the opportunity to move to the buying process.

For insurance professionals and brokerage agencies, ING for LifeSM 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.

“There is a vast underserved market that many insurance producers aren’t tapping effectively. We know this market is using the Internet for researching and purchasing a variety of products and services,” said Butch Britton, CEO of ING U.S. Insurance. “ING for LifeSM provides agencies and individual insurance distributors a ready-made and cost-efficient way to tap middle-income consumers. They’re also able to leverage the marketing and strength of the ING brand,” Britton said.

The ING for LifeSM consumer-education system uses an interactive “living” magazine format with real-time personalization of content for each site visitor. ING is creating a ready-to-use marketing program to make it easy for insurance professionals to utilize the program. Marketing materials include banner advertisements, printed mail inserts, consumer email messages, as well as personally developed pieces.

“ING for LifeSM leverages a consumer’s readiness to buy life insurance,” said Al Lurty, senior vice president and head of business development for ING’s Life Business Group. He added, “The system personalizes the experience, which helps create the emotional impact required to trigger a sale. It puts the education, information and decision-making support and functions in the hands of the consumer at the point they are ready to purchase.”

ING is no stranger to leveraging unique and user-friendly, web-based technology for consumers. In March, ING introduced a free web tool — — that makes it possible for anyone to see where they stand in relation to others on a wide range of saving, spending, investing, debt and personal finance matters. In April, ING rolled out the second phase of its award-winning, integrated marketing campaign focused on one’s retirement number. The campaign includes ING’s pioneering site,, which features an easy-to-use tool for visitors to calculate their number.

Insurance professionals interested in the ING for LifeSM marketing program should contact their ING representative, or contact Kay Eller, director of ING Retail Life business development, at (770) 541-3181 or at [email protected]. Consumers interested in learning about life insurance should visit


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