Companies that are actively marketing to the Internet audience understand that a static Web site is unacceptable to Web-savvy consumers. Indeed, many companies rely on adding new functions and features as a means of attracting new customers and retaining their most profitable ones.Recognizing that the bar is being raised by its financial services competitors, Boston-based Fidelity Investments and its Insurance.com affiliate recently launched a co-branded portion of the Fidelity Web site for consumers who are seeking information on insurance policies and quotes.

The Insurance Center Fidelity "brings a lot of information to the Fidelity customer base, which they didn't have before," says Lou Geremia, president of Insurance.com. "It also demonstrates how Insurance.com's content and quoting services can complement the online offerings of large financial service companies like Fidelity."

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