ING U.S. Insurance has created an educational Web tool that can match “middle-market” consumers with life insurance agents.

ING U.S., Minneapolis, a unit of ING Groep N.V., Amsterdam, says the new ING For Life system can walk users through a process that can help them analyze their life insurance needs.

After users complete the process, the site offers to help users connect with agents.

Life agencies can get versions of the ING For Life tool with “co-branded” Web addresses. Those agencies can use the system to generate qualified leads, the company says.

Agencies also can let an ING-approved fulfillment center handle consumer questions and complete the sales process.

ING will offer agencies that use the new system access to a package of marketing materials that includes banner advertisements, printed mail inserts and consumer e-mail messages.