ING, who last September launched a multichannel marketing initiative, is now joining a large list of Insurance companies (Pronto Insurance, Aflac, Regence BlueCross BlueShield, Allstate, Infinity Insurance, Farmers Insurance, Confie Seguros, American Family Insurance, among others) targeting Hispanics. In this case the company announced a new Spanish-language website that “aims to make it easier for Spanish-speaking Americans to learn about life insurance."

The Spanish-language website was modeled after the company's English language site, ING for Life en Español includes Hispanic actors and culturally relevant language and references, according to ING.

A survey conducted for ING 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 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.


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