Two Insurers to Sell Policies Online Through Priceline.com.

W.R. Berkley Corp. and American International Group Inc. have joined the trend of selling insurance coverage online through separate alliances with Priceline.com.

Priceline.com's high-profile e-commerce brand and its ability to offer alternative e-commerce distribution systems make it an attractive partner. Priceline boasts that two out of three U.S. adults recognize its bran name--a tie with Amazon.com r being the best-known e-commerce brand.

Berkley is teaming up with Priceline.com to form, Priceline.com Auto Insurance Agency Inc., which will offer Name-Your-Own-Price auto insurance online through Priceline.com's Web site starting next year. Like the name implies, the auto policies will be sold through an online auction, with customers bidding on what they're willing to pay for auto insurance, said Mike Darcy, a Priceline.com spokesman.

It's the first insurance to be offered on Priceline, which started 1998 as a place for customers to bid on airline tickets. Other insurers are expected to join Berkley in the auto program.

Priceline also has entered an agreement with AIG to offer travel insurance and travel assistance services to its airline ticket customers.

The travel insurance program will be offered to every Priceline.com customer who submits a price for an airline ticket. If the consumer chooses the coverage and the ticket, it is billed to the customer's credit card.

The program offers coverage for trip cancellation, emergency medical and evacuation expenses, loss of baggage, property and travel documents and accidental death and dismemberment. The coverage may not be available in all states.

The travel insurance is underwritten by American Home Assurance Co., an AIG member company.

Priceline.com also offers hotel rooms, rental cars, home mortgages, refinancing and home-equity loans, new autos and long-distance calling services.