In a move linked to the new healthcare reform law, Connecture, Inc. has acquired Insurix, a technology provider of sales automation software to health insurance carriers and brokers.

Connecture officials say the combination of the two companies will create the largest end-to-end sales automation provider in the market.

The merger will combine Connecture’s broker automation platform, BrokerAdvantage, with Benefit Central, the small group broker automation platform currently offered by Insurix.

Connecture is based in Atlanta; Insurix is in Farmington, Conn.

Connecture has been in the health insurance Internet sales system market since 1999, and Insurix has been in the health insurance sales portal market since 1995.

One impact of the acquisition will be to ease the transition to health insurance exchanges, a system that under the healthcare reform law will go into effect in 2014, Connecture says.

Connecture currently processes billions of dollars in healthcare premiums annually.

–Arthur D. Postal