Cloud-based benefits management software provider Benefitfocus has launched a new program to give consumers more choices for health care.

The Certified Carrier Program will allow for a multicarrier marketplace so consumers will be able to compare health insurance and employee benefits offerings from numerous insurance carriers. Through the platform, certified carriers will be able to offer life, disability and benefit products to employers with more than 50 employees.

Insurance agency The Hartford has become first carrier to join the program.

"Consumers demand the same online experiences in health care insurance and benefits that they've come to expect from popular online retailers," Benefitfocus CEO Shawn Jenkins said in a press release. "We're pleased to welcome The Hartford and our long-standing health insurance partners to help us deliver a seamless, simplified experience for all involved."

The Hartford provides numerous voluntary insurance products including life, short-and long-term disability, critical illness, accident, hospital indemnity, and accidental death and dismemberment.

"As we continually invest in voluntary capabilities, we are pleased to be the first Certified Carrier Partner in the new program and are confident that this partnership will help us expand our reach and grow our business," Mike Fish, head of Group Benefits product and strategy at The Hartford, said.