MetLife recently took the step of adding a term life quote engine to its website. Up to now, it routed prospects looking for quotes directly to the agent call-back form. Now, however, they can get a ballpark quote before requesting the call-back.

The quote form on the left produces a figure that is integrated into the call-back form

The quote details are not forwarded to the agent (as on State Farm), but there is clearly an effort to use the quote engine as an integrated element of the call to action.

New York Life is also shifting position towards providing more information to prospects before they engage. It has added a sample illustration for Family Protection insurance. On its home page, the buttons that used to read ‘looking for a quote?’ – that led to an explanation of why prospects were better served calling an agent – have been replaced with similar ones saying ‘See some sample rates now!’.

New York Life's Family Protection sample quote

With two leading players taking the view that better-informed prospects are likely to lead to more business, other companies need also to increase the efforts they make to educate site visitors. We will monitor these and other sites with interest.