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ING North America

Bringing New Life to Consumer Relationships


  • ING North America had acquired books of business from several national and regional carriers over time
  • Portfolio included many different branded life products and disparate distribution channels and go-to-market strategies
  • ING brand itself had limited equity with consumers in the life insurance category
  • Leadership team was seeking a way to develop a CRM strategy that could establish a direct-to-consumer relationship without alienating or dis-intermediating the traditional broker/dealer network or independent agents
  • They were also seeking ways to reduce cost of production by leveraging web-based alternatives for enabling producers more efficiently, generating and nurturing leads and communicating directly and educating consumers as appropriate


  • Led the development of a CRM strategy and defined the channel and alliance strategies for minimizing threat of disintermediation to broker/dealer network and independent agents
  • Created vision for enabling improved productivity through the existing channel using the web as opposed to developing a pure consumer-direct business model
  • Put an integrated roadmap in place to guide campaign management and assure alignment between online and traditional broadcast advertising


  • Successfully launched CRM program
  • Enabled new positioning of life insurance products directly with consumers

Note: Based on continued success, ING US will rebrand as Voya Financial in 2014 on it’s path to becoming an independent, standalone, U.S.-based company


Case Study ING BuyWay


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