May 16, 2014

At a time when life insurers are looking for ways to sell more products to middle market consumers, Elephant Insurance, a Richmond, Va.-based division of Admiral Group that sells direct-to-consumer auto insurance, has announced its plans to enter the market.

Through a partnership with online brokerage Accuquote, Elephant will offer life insurance policies in a bundle with its auto coverage. The company states its goal is "more care, less cost" and highlights the ability to offer discounts to bundled consumers and increase access to both products.

"At Elephant, we are constantly seeking out new ways to make insurance solutions more accessible for our auto insurance policyholders," said Colleen Benzin, Head of Insurance Products at Elephant, in a statement. "Through our partnership with AccuQuote we are able to do just that. Our customers now have a simple, convenient and affordable way to add life insurance to their protection."

[Inside Elephant's billing system implementation]

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, ...