Connecture, a provider of web-based sales and service automation solutions to the health insurance industry, has secured a $6 million equity investment led by Chrysalis Ventures of Louisville, KY.

Joining Chrysalis as co-investors in the financing were Connecture’s principal existing investors in Atlanta, Live Oak Equity Partners, Total Technology Ventures, and Encubate Technology Ventures, as well as Memphis-based SSM Ventures.

Connecture says it will use the new round of funding to invest in its delivery and customer support infrastructures and accelerate its product research and development activities.

“We are pleased to partner with Chrysalis Ventures for this important late-stage round of financing,” said Connecture President and CEO Scott Remley. “Chrysalis brings valuable healthcare industry and information technology insights as well as additional financial strength to Connecture.”

With the financing, David Jones, chairman and managing partner of Chrysalis, has joined Connecture’s board of directors.

“Connecture is the clear market leader in a sizable, rapidly growing sales automation niche within the healthcare industry,” said Jones. “We have been very impressed with the management team, the company’s talented and knowledgeable staff, and the impressive customer traction the company has achieved. Connecture’s focus on enhancing the productivity of an important portion of the healthcare industry fits will with our healthcare investment strategy.”

Based in Atlanta, Connecture has automated elements of the insurance sales process for a wide range of health and life insurance organizations, and its solutions currently support the sales and servicing of over $10 billion in annual premiums. The company’s clients include the likes of Aetna, Health Net, PacifiCare, Premera, and Oxford Health Plans.