Fidelity has the No. 1 consumer Web site and Mass Mutual Financial Group the No. 1 financial professional Web site, according to new rankings from Dalbar of insurance company Web sites.

The top five Web sites oriented towards consumers, in order, are: Fidelity, New York Life, TIAA-CREF, Prudential Financial, and the Hartford.

The top five Web sites oriented towards financial professionals, in order, are: Mass Mutual, Lincoln National Life Insurance Co., MainStay Annuities, the Hartford, and Transamerica.

The Internet has become increasingly important, especially in helping advisers build relationships with the clients. Features now commonly found on Web sites include asset-allocation tools and sales tools that assess insurance coverage and ways that life insurance can be used for retirement income.

In the consumer Web site category, Dalbar also cited State Farm for rising nine places to enter the Top 10 for the first time, due in large part to its new "Banking Quick Tour" section, and USAA’s first time in the Top 10 with its resources and tools designed to help consumers create and monitor financial plans.

In the financial professional Web site category, Dalbar also cited Transamerica for revamping its Web site and entering the Top Five and ING for jumping up six spots to enter the Top 10 for the first time.

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