A health insurer is using a female avatar to steer customers around its website.

Aetna Inc., Hartford (NYSE:AET), says “Ann” – a “personalized, virtual assistant” – will offer 24-hour support for plan members who are new to the website or need help logging in.

Ann can help members recover forgotten user names or passwords, Aetna says.

Ann was created using technology from Next IT Corp., Spokane, Wash.