Due to increasing internet penetration as well as the changing buying behavior of the consumers the online world has become an attractive medium for the insurers to distribute and advertise their products. This channel also referred as “Online Channel of Insurance Distribution/Marketing” offers tremendous geographical reach at a much lesser cost. The insurance companies have also developed appropriate processes to support their customers in completing the closure of the buying process by a dedicated team through various interventions including telephonic/e-mail clarifications of doubts and to support the customer in completing the process.