More than nine months after it was created, Wilmington, Del.-based Fusura Inc., a Web-based personal lines insurance agency formed by global insurance giants AIG, Kemper and Prudential, is finally preparing to go live.As it prepares to launch-expected to be no later than March 31-the consortium capitalizing the venture can't be accused of rolling out the program too hastily. Since its celebrated formation was revealed, Fusura has witnessed its share of tweaks and modifications-from putting a permanent executive team in place to choosing its technology platform.

Located at, Fusura will market personal auto insurance on a state-by-state basis before eventually offering life and homeowners coverage. Fusura plans to drive product distribution through marketing agreements signed with banks, online portals and large retailers. The program will be supported by an internal call center operation.

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