Colonial Penn Life Insurance Co. introduced a new Web site for consumers, EZissuelife.com. The new site offers a simple and convenient way to apply for term or permanent life insurance protection, according to Colonial Penn. Going beyond the online price quotes and policy information offered by many other insurers, EZissuelife.com quotes multiple products at one time, so it's easy to compare rates and product types and then immediately apply for coverage online. A medical exam is not required—answers to a few health questions help determine eligibility.

"EZissuelife.com provides a solution for life insurance shoppers who are seeking an easy, more consumer-friendly approach to buying life insurance," says Donna Jermer, director of marketing for Colonial Penn. "It can also help close a gap in the market caused by consumers who don't buy life insurance because they perceive the traditional life insurance application process as lengthy, and medical exams as inconvenient."

The Web site offers a toll-free phone number for access to customer service representatives who can answer questions. Plus, the site offers online resources to help educate consumers on purchasing life insurance, including a review of common life insurance terms, frequently asked questions, state-specific information and a downloadable guide to understanding life insurance, the insurer says.

"Insurance can be complicated to understand and apply for, and research shows that consumers are looking for a way to simplify the process," Jermer says. "Traditionally, a family could contact a life insurance agent, make an appointment to review how much insurance they need, make an appointment for a medical exam, then wait to see if a policy would be issued. On www.EZissuelife.com, a person can learn about various products, get instant quotes, and apply online instantly."

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