Amplify Life Insurance

What Amplify Life Insurance does

Amplify Life Insurance is a digital-first life insurance platform and brokerage founded in 2019 and headquartered in San Francisco. The company offers a portfolio of life insurance and annuity products, including Indexed Universal Life (IUL), Term Life, Whole Life, Variable Universal Life, Universal Life, Guaranteed Universal Life, Annuities, Final Expense, Accidental Death Benefit, and Combination Policies, with a focus on combining permanent death benefit protection with tax-advantaged cash value accumulation. The platform targets millennials and adults under 45, self-employed individuals, and parents with young children who lack traditional employer-sponsored coverage or seek digital-first distribution. It is licensed to sell insurance in all 50 US states plus DC, holds FINRA/SIPC registration through The Leaders Group, and underwrites policies through carrier partners including Nationwide Mutual, Equitable, F&G, and EMC. The proprietary technology stack includes AI-assisted policy review, instant underwriting for IUL products up to $2 million in coverage, a real-time policy value tracking dashboard, and a single-integration omni-channel distribution infrastructure for carriers and embedded fintech partners.

Amplify operates a multi-channel go-to-market model combining direct-to-consumer digital sales via website and mobile app, a referral partner program for licensed agents and financial advisors, and a B2B carrier solutions motion that provides distribution infrastructure to insurers through APIs and embedded partnerships. Revenue is generated through commissions on placed insurance premiums, referral and partner commissions, and licensing or platform fees from carrier solutions clients. The company reports having protected over 36,000 families and delivered more than $12 billion in total coverage to date. As of the most recent filings, Amplify has raised over $51 million across a $2.5M seed in July 2021, a $12M Series A in January 2022 with a $10M Series A extension led by Munich Re Ventures in October 2022, a $20M Series B co-led by Crosslink Capital and Anthemis in June 2024, and a $6.2M-plus equity offering filed via SEC Form D in late 2025.

The April 2025 launch of Prosper IUL, a digital Indexed Universal Life product with instant underwriting developed in partnership with EMC, marks a step toward proprietary product economics alongside the existing brokerage-led distribution model. The platform competes against both traditional life insurance carriers and newer digital insurtech entrants by emphasizing speed of application, simplicity of digital onboarding, and the integration of wealth-building features such as IUL cash value growth tied to market indexes with a 0% floor.

Name

Amplify Life Insurance

Legal name

Amplify Life Insurance Company

Website

https://getamplifylife.com/

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Amplify Life Insurance is a digital-first life insurance brokerage founded in 2019 and headquartered in San Francisco, offering IUL, term life, and other permanent products to consumers, with distribution to carriers and fintech partners via embedded API and B2B carrier solutions infrastructure.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Direct Life Insurance Carriers (524113), Insurance Carriers (5241)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Indexed Universal Life (IUL) Insurance (FSAIABAC)

akta.pro secondary industries

Level Term Life Insurance (FSAIAAAA), Whole Life Insurance (FSAIABAA), Variable Universal Life (VUL) Insurance (FSAIABAD)

Keywords

• Digital life insurance
• Indexed universal life
• Term life insurance
• Insurance brokerage platform
• Tax-advantaged wealth building

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Insurance premiums: Amplify earns commissions from insurance carriers for policies sold through their platform. As a digital insurance broker, they facilitate permanent life insurance (IUL, VUL, Whole Life) and term life insurance products.
2. Partner referrals and commissions: Licensed agents and referral partners earn commissions for qualified leads that complete the quoting process. Amplify pays for referrals from their partner program.
3. Carrier solutions fees: B2B revenue from insurance carriers who use Amplify's distribution infrastructure to launch, scale, and monetize life and annuity products across multiple channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Amplify Life Insurance is a digital-first life insurance brokerage that distributes permanent and term life insurance products (IUL, Term Life, Whole Life, VUL, Universal Life, Annuities, Final Expense, Combination Policies) directly to consumers and through referral partners, with proprietary instant underwriting, real-time policy tracking, and tax-advantaged cash value accumulation. The platform also provides carrier-side distribution infrastructure enabling insurance carriers to deploy products via consumer, agent, and embedded partner channels.

Product overview

Amplify Life Insurance is a digital-first insurance brokerage platform founded in 2019, offering a comprehensive portfolio of life insurance products. The core product lineup includes Indexed Universal Life (IUL), Term Life, Whole Life, Variable Universal Life (VUL), Universal Life, Annuities, Final Expense, and Combination Policies. The company recently launched Prosper IUL, a proprietary digital IUL product featuring instant underwriting and coverage up to $2 million. Products are distributed through a fully digital platform and offered via carrier partnerships including Nationwide Mutual Insurance Company and Equitable Financial Life Insurance Company of America.

Differentiator

Problem solved

Functional benefit

Brands

• Prosper IUL: Digital Indexed Universal Life product offering instant underwriting and up to $2 million in coverage.

Products and services

• Indexed Universal Life (IUL) Permanent life insurance that combines a death benefit with cash value accumulation tied to market index performance, offering 0% floor downside protection and tax-advantaged growth for individual consumers and FinTech distribution partners.
• Term Life Insurance Cost-effective life insurance providing coverage for specific periods (10, 20, or 30 years) with fixed premiums and high coverage amounts for income replacement and debt protection, targeted at consumers with temporary protection needs.
• Whole Life Insurance Permanent coverage with fixed premiums providing lifelong protection and cash value accumulation for individuals seeking guaranteed, predictable lifetime protection.
• Variable Universal Life (VUL) Permanent life insurance allowing policyholders to allocate cash value into different investment options such as mutual funds, providing growth potential with market exposure for investment-oriented consumers.
• Universal Life Insurance Permanent life insurance offering flexible premium payments and adjustable death benefit options with cash value accumulation for consumers needing adaptable coverage.
• Guaranteed Universal Life Insurance Permanent life insurance providing coverage for an entire lifetime with a level premium and fixed death benefit to a specified advanced age for consumers seeking predictable, long-duration coverage.
• Annuities Tax-deferred growth products tied to market indexes with principal protection, offered to consumers seeking retirement income and wealth preservation solutions alongside life insurance.
• Final Expense Whole Life Permanent coverage with fixed premiums specifically designed to cover end-of-life costs such as funeral costs and outstanding medical bills for individuals planning ahead for final expenses.
• Combination Policy Designed insurance portfolio combining the long-term protection and cash accumulation benefits of permanent life insurance with large temporary coverage of term insurance for consumers needing layered protection.
• Prosper IUL Digital Indexed Universal Life product offering instant underwriting and up to $2 million in coverage with a fully automated application process, co-developed with EMC and targeting modern consumers as well as FinTech distribution partners.
• Carrier Solutions Distribution Platform B2B distribution platform for insurance carriers and reinsurers enabling deployment of branded experiences, agent-assist workflows, and embedded distribution via API to monetize demand across consumer, agent, and partner channels through a single integration.

Quantifiable outcome

• 36,000+ families protected
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• EMCcoreStrategic or Co-development Partner · 10 April 2025Strategic partnership with EMC to launch an indexed universal life insurance product designed to enhance policyholders' investment strategies and provide flexible death benefits. This represents a co-developed product partnership.
• Nationwide Mutual Insurance CompanycoreTechnology or IntegrationCarrier partner providing variable life insurance policies underwritten by Nationwide. Amplify offers these policies through their platform as part of their carrier solutions.
• Equitable Financial Life Insurance Company of AmericacoreTechnology or IntegrationCarrier partner providing variable life insurance policies underwritten by Equitable Financial Life Insurance Company of America. Amplify offers these policies through their platform.
• The Leaders Group, Inc.coreChannel Partner/ Reseller/ DistributorFINRA/SIPC member broker-dealer through which securities are offered. Securities offered through The Leaders Group, Inc. Member FINRA/SIPC, located in Littleton, CO. This partnership enables Amplify to offer variable life insurance products.
• F&GcoreTechnology or IntegrationInsurance carrier partner providing Indexed Universal Life and other permanent life insurance products through Amplify's platform. Amplify uses proprietary technology to help eligible applicants access F&G policies.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bestow: Digital life insurance carrier/platform selling term and whole life policies instantly online and through API-based embedded partnerships - directly comparable D2C and B2B tech distribution model.
• Ethos Life: Digital-first life insurance platform offering instant-decision term and whole life policies online, targeting the same millennial demographic as Amplify and distributing through embedded/API partnerships.
• Ladder Financial: Fully digital term life insurer offering instant decisions and adjustable coverage online, competing for the same digital-first consumer with similar UX expectations.
• Haven Life (MassMutual): Digital life insurance offering backed by MassMutual providing instant online term life - same digital-first positioning with carrier partnership and embedded distribution strategy.
• Policygenius: Online insurance brokerage and lead-generation platform selling life, disability, and other coverage across multiple carriers - mirrors Amplify's brokerage-plus-multi-carrier model.
• Fabric (Fabric Insurance): Digital life insurance for parents and families offering instant term and whole life with embedded distribution through employer and fintech partners - comparable D2C + embedded playbook.

Broad incumbents

• Nationwide Mutual Insurance Company: Major insurance carrier and Amplify distribution partner underwriting VUL products - a broad incumbent whose mutual life and retirement products partially overlap with Amplify's IUL/annuity offerings.
• Equitable Financial Life Insurance Company: Carrier partner underwriting VUL through Amplify's platform; large traditional life/retirement carrier with broad advisory distribution that overlaps in IUL/VUL wealth-building category.
• Brighthouse Financial: Large life and annuity carrier emphasizing IUL and indexed annuity products with traditional and emerging distribution channels - directly competes for IUL/annuity market share Amplify targets.

Emerging players

• Linxact: Insurtech building digital infrastructure and distribution for life and annuity products, operating in a similar insurtech infrastructure/integrator niche as Amplify's Carrier Solutions business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/getamplifylife
• Instagraminstagram.com/getamplifylife
• Pinterestpinterest.com/beamplify
• LinkedInlinkedin.com/company/amplify-life-insurance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds7 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amplify Life Insurance