Case Study

Case Study: ING For Life Educates Life Insurance Customers To Boost Agent Results

ING's Interactive Life Insurance Tool Separates The Education From The Sale

December 20th, 2010
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
With contributors:
Bill Doyle , Beth Hoffman , Benjamin Ensor

Summary

In 2005, ING US Insurance embarked on a strategy to expand its sales of individual term life insurance to the US middle market. Many Americans don't have either any or enough life insurance coverage because it can be intimidating for prospects to understand, requiring them to talk to an agent. To make a low-cost term life policy sale a viable business opportunity for the independent agent channel it relies on for sales, ING built a highly engaging online tool, ING For Life, to engage, educate, and even entertain the visitor; make the insurance purchase less daunting; and drive better-qualified leads to the critical agent channel.

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