Aetna, Aim at Small Firms

Aetna U.S. Healthcare Inc.'s benefits programs will be available to businesses that register with, a Web firm that helps employers manage their workforce.

Aetna, Hartford, CT, will initially be offered at the site in Florida, New Jersey, New York and Pennsylvania. The membership-based program eventually will be rolled out nationwide as Aetna meets state-by-state insurance regulations.

Employers will be able to get healthcare quotes at, as well as request a follow-up phone call from an Aetna sales representative.

AtYourBusiness, Rockville, MD, plans to promote the channel -- its first one for healthcare -- to achieve a formidable membership for this area of its multichannel site. A large membership will lower the prices offered, as the members will be able to leverage their purchasing power as a group.

The Aetna channel will especially help small businesses "of eight or 10 people who couldn't normally achieve this leverage," said Robin Payes, director of marketing at AtYourBusiness.
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