Others have tried selling life insurance online before, but with little success.

Empire Group director Neil McKenzie says feedback to the site, www.lifedirect.co.nz, after being live for just two months has been positive.

He says it proves that New Zealanders are searching for more convenience and less hassle when it comes to purchasing life insurance.

“LifeDirect offers customers the full life insurance package, giving them the convenience of simply applying and purchasing online in the comfort of their home. It’s all about making life easy for our customers, who are already purchasing other services and products online,” McKenzie says.

Customers using the site to buy their life insurance receive a 10% discount on the premium.

He believes the site gives customers more control and independence and they don’t need to rely on insurance companies or their advisor for assistance, but the company can provide assistance if customers need it. T

LifeDirect was developed after investigating online insurance offerings in global markets such as the United States and the United Kingdom. When assessing whether there was a market in New Zealand for online life insurance, they found that many insurance providers and brokers offered online quotes only or used websites simply for advertising purposes.

McKenzie says it takes about 10 minutes to complete an application form. The insurance companies it uses are Asteron, Fidelity Life or Sovereign.

McKenzie hopes to eventually expand LifeDirect to include more insurance providers, and potentially enable users to apply for and purchase trauma and health insurance online.