Following a model that has worked well for loans and mortgages, Priceline.com is adding auto insurance to its mix through a new alliance, and more lines of insurance are on the way.

The Norwalk, Conn., company and the W.R. Berkley Corp. property and casualty holding company have formed Priceline.com Auto Insurance Agency Inc., which is to offer "name your own price" coverage through Priceline.com starting in early 2001.

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