Digital Insurance Inc. — a frequent buyer of benefits firms — has started a new Digital Benefit Advisors unit to increase its visibility in the markets where it has agencies.

Digital Insurance, Atlanta, started out as a Web-based health insurance broker and administrator. In 201, it started shopping for brick-and-mortar agencies. The company now has offices in Atlanta; Burlington, Vt.; Chicago; Orlando, Fla.; Raleigh, N.C.; Richmond, Va.; St. Louis; Scottsdale, Ariz. and Washington.

“Local clients continue to work with familiar faces because principals and staff members were retained,” Digital Insurance says.

The new brand should help employers understand that the familiar faces can offer them access to more products, analytical tools and ideas for coping with the new federal health insurance laws, the company says.

Digital Insurance is still in the market for “progressive thinking firms,” according to Mike Sullivan, the company’s chief marketing officer.

In related news, Digital Insurance says it has set up a Small Business Express unit to handle the 10,000 employers it serve that have just 1 to 5 employees.

- Allison Bell

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