Aetna Launches Easy-to-Use Website for Consumers Searching for Individual Health Insurance Plans

HARTFORD, Conn.--(BUSINESS WIRE)-- Consumers who are searching for health insurance online can literally find millions of sources of information – with a fair amount coming from unreliable sources. To help avoid consumer confusion and educate consumers on the process of buying individual health insurance, Aetna (NYSE: AET) recently launched a redesigned, simplified website —

Through this site, consumers can get a quote on Aetna benefits plans in their area within seconds, just by entering their zip code, gender and date of birth. However, the most prominent features of the site are straightforward language and useful tools that can help people understand the purchasing process before they actually select a plan.

“Even though more people are starting to look for health insurance online, the majority of them still have their insurance provided through their employer, so they have never had to shop for insurance on their own,” said Jim Kohan, head of Aetna’s Individual Markets business. “By providing some basic information on how applying for an Aetna plan works, consumers can confidently compare different plan features side-by-side, choose the plan that best fits their needs and instantly apply online using the redesigned website.”

Helping consumers understand individual health insurance

In addition to improving on the basics — easier search, simpler content, and better navigation — the website also contains innovative tools and resources to help consumers:

  • A new and improved “David” – This new website includes an updated version of “David,” the voice behind the Aetna Benefits AdvisorSM tool. Using easy-to-understand language, this interactive decision-support tool asks questions about health care needs, lifestyle, financial status and other aspects that would impact the type of plan a person may need. Individuals can access the advisor any time that is convenient for them, go through the process at their own pace, review any information they need to, look at other plans options, and contact a live representative at any time.
  • Taking it step by step — The “How to Buy Insurance” tool actually walks users through the different steps they should go through to purchase a plan. This includes answering key questions to become a more informed shopper, such as if it is a priority for them to keep their own doctors, or what health care needs they currently have or could predict in the future; comparing plans and prices; and applying for a plan.

    In addition, this section of the website also informs consumers when they should hear back on their application.

“We conducted extensive research before developing this site, which gave us some real insight into what consumers need from this type of website,” said Jason Madrak, head of Direct to Consumer Marketing at Aetna. “Our new website reflects that input and will make finding an Aetna plan online simple, easy to understand and convenient. This is what consumers have come to expect from an online shopping experience, and with this new site we believe we will exceed their expectations.”

About Aetna

Aetna is one of the nation’s leading diversified health care benefits companies, serving approximately 35.4 million people with information and resources to help them make better informed decisions about their health care. Aetna offers a broad range of traditional and consumer-directed health insurance products and related services, including medical, pharmacy, dental, behavioral health, group life and disability plans, and medical management capabilities and health care management services for Medicaid plans. Our customers include employer groups, individuals, college students, part-time and hourly workers, health plans, governmental units, government-sponsored plans, labor groups and expatriates. For more information, see To learn more about Aetna's innovative online tools, visit


Ethan Slavin, 860-273-6095
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