By Nathan Conz

If stories about Second Life -- the online, virtual world that's been growing in popularity since mid-2006 -- haven't been staring you in the face as of late then you're obviously not reading Investor's Business Daily or the LA Times or PC Magazine...or even esteemed Insurance & Technology Editorial Director Kathy Burger's "from the editor" note in our last issue.

Late last month, an insurance company made news in the virtual 3D world when Unitrin Direct (a subsidiary of Unitrin, Inc., $9 billion in assets) opened an office building within Second Life where visitors can shop for auto insurance and visit with other Unitrin customers. The virtual skyscraper is a replica of Unitrin Direct's Chicago-based headquarters. From the lobby, visiting Second Life residents can get instant, real-world auto insurance quotes by typing in a ZIP code and answering a few questions. When they leave, visitors can take a gift with them -- a miniature replica of the building, also equipped to provide auto insurance quotes.

"We're excited to offer a new way to introduce customers to our direct business model, which allows us to reduce overhead and pass on the savings to customers while still providing first-class service," Tom Mercer, vice president of marketing at Unitrin, said in a press release.

Other businesses have already established a presence within Second Life. Circuit City, for example, lets customers arrange furniture in a virtual living room to help decide the best placements for televisions sets and surround sound. But as far as the insurance sector is concerned, Unitrin Direct is trailblazing. It should be interesting to see how the carrier's program helps business.

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