Prodigy Services Corp. has launched a World Wide Web site with Coverdell & Co. offering the ability to initiate on-line insurance purchases.

The service, called Prodigy RightQuote, allows consumers to choose among 60 life insurance products offered by 11 companies or subsidiaries.

By typing basic demographic information into the Web browser, potential customers can calculate insurance needs, obtain price quotations, and initiate orders. A sales representative from the company selected will complete the application process after a telephone interview.

"This is what the Internet is really supposed to be: a way to empower people with the information they need and then enable them to transact, whether it is buying a car, getting a loan, or purchasing insurance," said David Frankel, director of personal finance at White Plains-based Prodigy.

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