USAA said it is suing USInsuranceOnline.com for steering customers away from USAA by pretending to represent the company.

The San Antonio, Texas-based insurer said it has filed a suit in U.S. District Court for the Western District of Texas in San Antonio against the operators of USInsuranceOnline.com, All Web Leads, its chief executive officer James Waltrip and its president Ryan Patterson.

USAA, a provider of insurance and financial services to the U.S. military and their families, said the Austin-based online leads generator owned by All Web Leads established a Web site “that deliberately diverted consumers looking to do business with USAA to other companies' agents who would pay USInsuranceOnline for the business lead.”

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