Ebix Inc., a big player in the life and annuity transaction technology market, wants to do more to help its customers communicate with their customers.

Ebix, Atlanta, (NASDAQ:EBIX) will be changing the name of its E-Z Data Inc. subsidiary to Ebix CRM and putting the division in charge of selling customer relationship management services that have been sold under the E-Z Data and Smart Office brand names.

The unit will start with relationships with 20 large insurers and broker-dealers, Ebix says.

Ebix may be best known for offering products and services such as AnnuityNet, a system that helps life insurers and distributors process annuity transactions.

Ebix CRM will work on helping the CRM products connect better with other EbixExchange products, so that customers can feed SmartOffice data and other Ebix product data into CRM systems, Ebix says.

Ebix CRM customers also can feeed CRM data back into the annuity processing systems and other systems, Ebix says.

Dale Okuno, a senior vice president, will manage the Ebix CRM division, and the headquarters office will be in Pasadena, Calif., Ebix says.

Dan Delity, a senior vice president and head of the EbixExchange division, will manage integrated sales efforts, the company says.

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CORRECTION: An earlier version of this story gave an inaccurate description of Ebix’s existing CRM services. Ebix already is in the CRM market.