BANGALORE: With competition heating up in the life insurance sector, private life insurance companies are finding new ways to lure customers. What ING Vysya Life (INGVL) is doing to cut through the clutter is bringing together insurance advisors and customers through a blog.

NGVL MD and CEO Frank Koster unveiled the blogging portal www.pickuradvisor.com, through which customers can interact with top life insurance advisors online. They can get answers to their insurance queries and engage in a conversation with their chosen advisor, states an official release.

"This is portent of the future; we have brought together advisors and customers in a fresh new way using cutting edge technology. The service empowers potential customers to view various featured advisor profiles on the site and then choose the advisor they would like to interact with and later meet. Our top advisors get a chance to leverage their knowledge and advisory capabilities to a larger group of potential customers" said Koster.

INGVL is bringing in a new type tool for selling insurance that will add to the older method - feet in the street. The target is the 12 million plus and growing internet users in India. The portal is pilot project for ING globally and has been funded by a grant from the Amsterdam based company's global e-business project. Once tested successfully in India ING wants to take the service to other markets across its 50 countries, the release adds.