At a time when U.S. companies are cutting back on health care benefits and the number of uninsured Americans continues to grow, Web-based companies are stepping up their efforts to attract individuals and small-business owners.It's estimated that 43 million Americans do not have health insurance. In targeting this untapped market, Web-based insurance companies continue to expand their products and service offerings, and are actively pursuing more partnerships with both online and offline insurance providers, financial groups, civic organizations and other businesses.

For example, Atlanta-based SimplyHealth recently joined with Synovus Financial Corp. to develop a private-label Web site and call center operation to be used along with the Synovus Insurance Web site. The private-label service markets health insurance to Synovus' individual and small business customers at its 38 affiliated banks with more than 240 branches in four states.

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