A new study shows Americans are increasingly preferring to purchase their life insurance directly from the company either on the Internet, through the mail or over the phone. Two-thirds of Americans still prefer to buy life insurance from an insurance or financial professional, but a growing number like the idea of buying it directly.

Now more than one in four prefer this method. “‘Obviously, the Internet has fundamentally changed consumers’ buying practices over the past 15 years,” said Marvin H. Feldman, CLU, ChFC, RFC, president and CEO of the LIFE Foundation in a news release. “Recognizing the growing consumer interest to use the Internet to conduct research and buy life insurance, life insurance companies and agents have developed and implemented innovative strategies to engage and serve consumers through their websites and social media platforms that are more convenient for the customer.”

The study found that younger consumers have the most interest in making life insurance purchases directly from the company. Roughly one in three in the 25-44 age bracket say they would prefer to buy direct, with most saying the Internet was their vehicle of choice. This information was recently released in a new LIFE Foundation/LIMRA study called “The 2011 Insurance Barometer Study.” But no matter how they purchase it, most people agree that life insurance is a necessity, with 86% saying that most people need it.

The Golden Rule Insurance Company, a group owned by United Healthcare, has introduced two new short-term insurance plans in 19 participating states across the country that are intended to meet the needs with great flexibility while providing more cost-affective coverage.