In an attempt to blaze a new trail in the insurance Web marketplace, Kemper Insurance Cos., American International Group Inc. (AIG) and The Prudential Insurance Co. of America have joined forces to create a Web-based insurance agency.The independent company, called Fusura, has begun agency licensing procedures on a state-by-state basis. It will be available online in a few selected states (yet to be determined) by the end of this year, with all 50 states eventually phased in. will first offer auto insurance and then add other personal lines in the future.

Rick Bender, who is acting president of Wilmington, Del.-based Fusura, says the company also will market itself through other distribution channels that include large banks, brokerages and other financial institutions, as well as specialty Web sites such as those selling automobiles.

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