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

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^SM, 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 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.

“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 Life^SM 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 Life^SM 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.