Gravie, a provider of a reinvented benefits marketplace, and Securian Financial Group are partnering to bring a consumer-centric approach to purchasing life insurance.

Pairing smart technology with a human touch, Gravie makes benefits easier and more affordable for employers, employees and individuals. Saint Paul, Minnesota-based Securian, with nearly 16 million customers and over $1.15tn of insurance in force, is a leader in insurance, investment and retirement solutions.

Securian Financial group chief strategy and customer engagement officer Sid Gandhi said: “Consumers expect a seamless, intuitive digital experience, including when shopping and applying for life insurance.

"This alliance allows our products to be part of an advanced system that combines technology with expert guidance. It's a win-win."

Gravie CEO Abir Sen said: “We're on a strong growth path, with over 35,000 consumers now a part of the Gravie movement.

"We continue to expand our benefits marketplace, and are excited to offer Securian products to our consumers."

As part of the alliance, Securian Ventures, a wholly owned subsidiary of Securian, made a minority investment in Gravie.

The product and service integration is scheduled to launch in time for 2017 open enrollment.