The purpose of the study is to develop a comprehensive model on consumers' acceptance of online channel for financial products by integrating variables from existing models and by adding relevant new variables. A survey was conducted to collect data from respondents in India, aged 25 years and above, employed/self-employed, who have bought at least one financial product online and have at least one insurance product online or offline. The conceptual model was tested through PLS-SEM, and it was inferred from the analysis that the marketers can play a robust role in making the online channel complementary to the offline channel by maintaining the website quality through information and system quality, which in turn will have a favorable influence over behavioral intention towards online channel via the consumers' perceived usefulness, perceived ease of use and perceived benefits. [ABSTRACT FROM AUTHOR]