Internet financial sites such as QuickenInsurance and YouDecide.com are facing some of the same challenges that banks face in marketing health insurance.

Terry Freeman, a managing consultant at Tillinghast-Towers Perrin in Atlanta, said that neither Web sites nor banks have succeeded in identifying consumers who need health coverage. "And neither has mastered how to fit them with the appropriate product. Both have to learn how to identify and match the risk with the appropriate pricing."

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