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ING Introduces Spanish-Language Life Insurance Education Web Site

ING introduces Spanish-language ING for Life en Espanol to improve outreach to underserved U.S. Hispanic market.

ING for Life en Espanol, a new, interactive online tool that aims to make it easier for Spanish-speaking Americans to learn about life insurance, has been unveiled by The ING Life Companies (Minneapolis). According to the insurer, ING for Life en Espanol walks consumers through an education process to help them determine the type of life insurance products and estimated amount of life insurance that best fits their personal situations.

Modeled after the company's English-language site ING for Life, ING for Life en Espanol includes Hispanic actors and culturally relevant language and references. After completing the research and education process, the site offers users the opportunity to move to the buying process. Users can get life insurance quotes and connect to a licensed, Spanish-speaking life insurance agent who will help them complete a life insurance application.

For insurance professionals and brokerage agencies, ING for Life and ING for Life en Espanol creates an opportunity for firms to efficiently reach middle-income and Spanish-speaking consumers, the carrier says. With co-branded URL addresses, firms can utilize the tools to generate ready-to-buy customers. Firms not designed to handle significant application fulfillment or Spanish-language consumers can utilize an ING-approved fulfillment organization to respond to consumer questions and complete the sales process.

Explaining the mission of the new tool, ING U.S. Insurance CEO Butch Britton noted in a press release, "Hispanics in the U.S. are dramatically underinsured and many are leaving their families vulnerable should they experience the loss of a loved one. Education is a key to changing this situation. ING for Life en Espanol dramatically improves the life insurance education experience for people who are more comfortable with Spanish. It allows the user to create a personal experience and educate themselves based on their own needs and at their convenience."

A survey conducted for ING by Ipsos found that while nearly 90 percent of Hispanics respondents felt that a person like them should have life insurance, only 39 percent actually did. Similar statistics about low Hispanic life insurance ownership have been reported by LIMRA, which found Hispanic households much less likely to own individual life insurance compared to the general population (36 percent versus 54 percent). The LIMRA report also suggested that given the difficulty that many insured Hispanics have in determining how much life insurance they need, it is likely that many of these households are underinsured.

"Given the central role that family plays in Hispanic society, it is not surprising that more Hispanics feel they need life insurance when compared with the rest of the population. Unfortunately, myths and other barriers have kept many from protecting their families. ING for Life en Espanol helps users see that life insurance can be affordable and easy to understand," said Fabian Gonzalez, VP of Multicultural Sales for ING Life Companies, in the press release. "Together with our distribution partners, ING now delivers education, sales and service of our life insurance in Spanish as well as English."

Katherine Burger is Editorial Director of Bank Systems & Technology and Insurance & Technology, members of UBM TechWeb's InformationWeek Financial Services. She assumed leadership of Bank Systems & Technology in 2003 and of Insurance & Technology in 1991. In addition to ... View Full Bio

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