A technology company is offering a new system aimed at health insurers that want to sell individual products through the Web.

Benefitfocus.com Inc., Charleston, S.C., is introducing the Benefitfocus eDirect Shop & Apply service.

The Web-based service can help insurers give consumers the ability to compare products and watch videos that explain the products, according to Benefitfocus.

The insurer can control the images, text, videos, button styles and navigation options that the consumer sees, Benefitfocus says.

In other insurance Web news:

- Transcend Technologies Group Inc., Elk Grove, Calif., which does business as benefitsCONNECT, has added the HSA Bank as a health savings account administrator option for users of its Web-based benefits enrollment and administration system.

HSA Bank is a unit of Webster Financial Corp., Waterbury, Conn.

- AXA Equitable Life Insurance Company, New York, a unit of AXA S.A., Paris, has “The AXA Equitable Connection: Women, Wealth and Wisdom,” a collection of Web-based information aimed at women.

AXA Equitable also is applying the AXA Equitable Connection name to efforts to help women on its own staff and in its distribution force network with one another.

- 2Insure4Less.com, an affiliate of Itsol Inc., North Hollywood, Calif., has developed a free iPhone Insurance Shopper app.

Consumers can use the app to compare prices for annuities, life insurance, disability insurance, long term care insurance and burial insurance as well as for property-casualty products.

- Conning & Company, Hartford, has redesigned its website, at http://www.conning.com.

The redesign reflects the acquisition of Conning by Aquiline Capital Partners L.L.C., New York, a private equity firm.

The chief executive officer of Aquiline is Jeffrey Greenberg, the former chief executive officer of Marsh & McLennan Companies Inc., New York.