ING unveils new Spanish language website.

The ING Life Companies have unveiled a new, interactive online tool that aims to make it easier for Spanish-speaking Americans to learn about life insurance. Dubbed ING for Life (SM) en Espanol, the online tool walks 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.

“Hispanics in the U.S. are dramatically underinsured and many are leaving their families vulnerable should they experience the loss of a loved one. Education is a key to changing this situation,” said Butch Britton, CEO of ING U.S. Insurance. “ING for Life en Espanol dramatically improves the life insurance education experience for people who are more comfortable with Spanish. It allows the user to create a personal experience and educate themselves based on their own needs and at their convenience.”

A survey conducted for ING (1) found that while nearly 90 percent of Hispanics respondents felt that a person like them should have life insurance, only 39 percent actually did. Similar statistics about low Hispanic life insurance ownership have been reported by the industry association LIMRA. LIMRA found (2) Hispanic households much less likely to own individual life insurance compared to the general population (36% vs. 54%). Spanish-dominant Hispanics are even less likely to own individual life insurance. The LIMRA report also suggested that given the difficulty that many insured Hispanics have in determining how much life insurance they need, it is likely that many of these households are underinsured.

“Given the central role that family plays in Hispanic society, it is not surprising that more Hispanics feel they need life insurance when compared with the rest of the population. Unfortunately, myths and other barriers have kept many from protecting their families. ING for Life en Espanol helps users see that life insurance can be affordable and easy to understand,” said Fabian Gonzalez, vice president of Multicultural Sales for ING Life Companies. “Together with our distribution partners, ING now delivers education, sales and service of our life insurance in Spanish as well as English.”

Modeled after the company’s English-language site, ING for Life en Espanol includes Hispanic actors and culturally relevant language and references. After completing the research and education process, the site offers users the opportunity to move to the buying process. With just a few clicks of a mouse, users can get life insurance quotes and connect to a licensed, Spanish-speaking life insurance agent that will help them complete a life insurance application.