Securian has partnered with healthcare startup Gravie to bring a consumer-centric approach to purchasing life insurance, the company announced today.

In July, Securian made a $1 million minority investment in Gravie—through its subsidiary Securian Ventures—to sell life insurance through its online marketplace, reported.

The product and service integration is scheduled to launch in time for 2017 open enrollment, the companies said.

"Consumers expect a seamless, intuitive digital experience, including when shopping and applying for life insurance," said Sid Gandhi, chief strategy and customer engagement officer, Securian Financial Groupm in a statement. "This alliance allows our products to be part of an advanced system that combines technology with expert guidance."

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