Assurance sells life, health, Medigap and auto policies online, and it has agents available by phone to help consumers with buying decisions if they want a human to answer questions. The privately held firm currently offers products from more than 20 providers, not including Prudential. The Newark, N.J., insurance giant plans to make money initially from the commissions and other fees that Assurance receives from providers, while adding its own products, including life insurance and annuities, to the mix over time.

https://www.wsj.com/articles/prudential-to-pay-2-35-billion-for-online-startup-assurance-iq-11567676700