Aetna Launches Quoting Site

The company wanted to expand its direct-to-consumer footprint with the launch, it says.

Hartford-based Aetna has redesigned and launched healthinsurance.aetna.com, a site on which consumers can get plan quote by entering ZIP code, gender and date of birth. The site also includes an updated version of “David,” the voice behind the Aetna Benefits Advisor tool. "David" asks questions about health care needs, lifestyle, financial status and other aspects that would impact the type of plan a person may need.

It also features a “How to Buy Insurance” tool that walks users through the different steps they should go through to purchase a plan.

“We conducted extensive research before developing this site, which gave us some real insight into what consumers need from this type of website,” Jason Madrak, head of direct-to-consumer marketing at Aetna, says in a statement. “Our new website reflects that input and will make finding an Aetna plan online simple, easy to understand and convenient. This is what consumers have come to expect from an online shopping experience, and with this new site we believe we will exceed their expectations.”

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio