Making the complicated seem simple is one of the attributes of agood life insurance agent, but finding a way to do thatelectronically is a little more difficult. Consequently, lifeinsurance sales over the Web are more about information than aboutclosing the deal.

Conning Insurance Research & Publications (www.conning.com) recently conducted aLife Insurer Web Site Assessment, and author Elvin Turner, aConning vice president, said there are a number of good uses forthe Internet for life insurersselling is only one of them. TheInternet should be integrated into your overall strategy, hesaid.

The report states that five distinct groups have defined thelife insurance industrys Internet presence: Internet aggregators,cyber agencies, traditional insurers, cyber facilitators, andnon-insurance financial service companies.

Turner points out there are differences between life and P&Cinsurance on the Internet. While there are several Internet-onlyP&C insurers, the number on the life side is almost nil. Headded that life insurance aggregators have not shifted to thecyber-agency format that is often seen on the property and casualtyside; life agents continue to operate on a lead generationmodel.

The Conning report also acknowledges that noninsurance financialservices companies are playing a more significant role in lifeinsurance than they are in P&C. With their ability to connectelectronically with consumers, such companies may have the greatestimpact on the evolution of the life insurance industrys use oftheir Web sites.

Nationwide Financial Services, one of the life insurers assessedby Conning, believes the Internet has a long way to go before itcan replace an agent force when it comes to life insurance sales.The reason? The public doesnt want it.

In todays world, the Internet is an important supplement toface-to-face advice, but not a replacement, said Michael Butler,senior vice president of NFS Distributors. Investment professionalscontinue to be trusted resources for affluent individuals lookingfor comprehensive financial plans, estate planning guidance, andhelp planning for income management in retirement.

Nationwide conducted its own survey of 500 professionals underthe age of 60 with annual incomes over $150,000 per year. It foundthat the Internet was a valuable tool for research (74 percent saidso) and tracking investment portfolios (55 percent agreed), butonly six percent reported actually going online to purchase aninsurance product.

Turner doesnt take sides in the argument over whether lifeinsurance products are too complicated to sell on the Web, but hedoes point out, Whether they need them or not, people want agents.They are comfortable with them and they are a permanent part of thelife insurance landscape.

The Internets greatest benefit is as a validation tool tointegrate with the sales force. People go to Web sites beforemeeting with agents so they have some idea of what to expect, butTurner points out that a Web site to adequately explain all theterms used by agents would be a help. There is no place consumerscan go for all the terms they are hearing from agents, he said.That kind of site would be valuable. ROBERT REGIS HYLE