ING creates interactive online education tool about life insurance

July 22, 2009 Minneapolis Share: Print Subscribe to Email Alerts

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 LifeSM, 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 LifeSM 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 LifeSM 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 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,, which features an easy-to-use tool for visitors to calculate their number.

Consumers interested in learning about life insurance should visit Insurance professionals interested in the INGforLifeSM marketing program, should contact their ING representative, or contact Kay Eller, director of ING Retail Life business development, at or (770) 541-3181.

Press inquiries

Phil Margolis, ING, 860-580-2676 or

About ING

ING is a global financial institution of Dutch origin offering banking, investments, life insurance and retirement services to over 85 million private, corporate and institutional clients in more than 40 countries. With a diverse workforce of about 115,000 people, ING is dedicated to setting the standard in helping our clients manage their financial future.
In the U.S., the ING (NYSE: ING) family of companies offer a comprehensive array of financial services to retail and institutional clients, which includes life insurance, retirement plans, mutual funds, managed accounts, alternative investments, direct banking, institutional investment management, annuities, employee benefits, financial planning, and reinsurance. ING holds top-tier rankings in key U.S. markets and serves nearly 30 million customers across the nation. For more information, visit