The ING Life Companies have unveiled a new, interactive online tool that aims to make it easier for American consumers to learn about life insurance. Dubbed ING for Life(SM), the online tool walks consumers through an education process to help them determine the type of life insurance product and estimated amount of life insurance that best fits their personal situation.

"America's middle class is underinsured, yet they are probably the population that needs life insurance the most," said ING U.S. Insurance CEO Butch Britton. "ING for Life(SM) breaks down some of the barriers to learning about and obtaining life insurance by making it easy to get education at their convenience, without pressure or time constraints."

After completing the research and education process, the site offers users the opportunity to move to the buying process. With a few clicks of a mouse, users can get life insurance quotes and connect to a licensed life insurance agent that will help them complete a life insurance application.

For insurance professionals and brokerage agencies, ING for Life(SM) creates an opportunity for firms to efficiently reach middle-income consumers. With co-branded URL addresses, firms can utilize the tool to generate ready-to-buy customers (aka qualified leads). Firms not designed to handle significant application fulfilment can utilize an ING-approved fulfilment center to respond to consumer questions and complete the sales process.


ING not new to web-based tools and technology

ING is no stranger to leveraging unique and user-friendly, web-based technology for its consumers. In March, ING introduced a free web tool www.INGCompareMe.com that makes it possible for anyone to see where they stand in relation to others on a wide range of saving, spending, investing, debt and personal finance matters. In April, ING rolled out the second phase of its award-winning, integrated marketing campaign focused on one's retirement number. The campaign includes ING's pioneering site, www.INGyournumber.com, which features an easy-to-use tool for visitors to calculate their number.

Consumers interested in learning about life insurance should visit www.ingforlife.com. Insurance professionals interested in the ING for Life(SM) marketing program, should contact their ING representative, or contact Kay Eller, director of ING Retail Life business development, at katherine.eller@us.ing.com or (770) 541-3181.