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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