In an effort to help under-insured, middle-income families, The ING Life Cos. unveiled ING for Life, an interactive online tool to educate consumers about life insurance. The tool is designed to walk consumers through an education process to help them determine the type of life insurance product and estimated amount of life insurance that best fits their personal situation.

"America's middle class is underinsured, yet they are probably the population that needs life insurance the most," says ING U.S. Insurance CEO Butch Britton. "ING for Life breaks down some of the barriers to learning about and obtaining life insurance by making it easy to get education at their convenience, without pressure or time constraints."

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 life insurance agent that will help them complete a life insurance application.

For insurance professionals and brokerage agencies, ING for Life creates an opportunity for firms to efficiently reach middle-income consumers. With co-branded URL addresses, firms can utilize the tool to generate qualified leads. Firms not designed to handle significant application fulfillment can utilize an ING-approved fulfillment center to respond to consumer questions and complete the sales process.

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