What Everyday Life does

Everyday Life Inc. is an independent online life insurance broker founded in 2018 and headquartered in Somerville, Massachusetts, operating nationwide across all 50 US states and DC. The company distributes term life, whole life, mortgage protection, final expense, guaranteed-issue, and SBA loan-related life insurance products from at least five carrier partners — Assurity, Fidelity Life, Banner Life, TruStage, and SBLI — through a digital platform anchored by "The Ultimate Life Insurance Calculator," a Mortgage Protection Calculator, and a client portal that routes policy servicing back to the originating carriers. Its core technology stack is a proprietary policy matching engine that evaluates customer inputs, recommends suitable policies across carriers, and enables anonymous quote generation without requiring email or phone contact; underwriting is described as data-driven, leveraging electronic health records and prescription history from carriers to avoid medical exams for the majority of applicants (fewer than 20% in 2025).

The business model is commission-based insurance brokerage, supplemented by an affiliate/referral program managed through Impact.com that pays partners for referred conversions (with financial institutions such as Chime and Steady App, comparison platforms, and content creators). Pricing is set by carriers and is identical whether purchased through Everyday Life or directly, since commissions are built into standard premiums; entry-level term coverage starts at $3.65/month while $1M whole life for a 35-year-old runs several hundred dollars per month. The company targets primarily US families and individuals seeking life insurance, with secondary segments in small business owners needing SBA-loan-related coverage, homeowners seeking mortgage protection, and seniors aged 45-85 needing guaranteed-acceptance or final-expense products. Distribution combines a self-serve PLG funnel, phone-based licensed sales support, content/SEO, social media, and the partner network. No funding rounds have been disclosed since May 2021, total disclosed capital raised is approximately $2.7M, revenue is not publicly disclosed, and the company is founder-led by CEO Jake Tamarkin and CTO/Co-Founder Dipali Trivedi.

Name

Everyday Life

Legal name

Everyday Life Inc.

Website

https://everydaylifeinsurance.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Everyday Life is an independent online life insurance broker that distributes term, whole, mortgage protection, and final-expense policies from multiple carriers across all 50 US states via a proprietary anonymous-quote platform and an affiliate partner program, serving US families, small business owners, and seniors.

Ownership category

akta.pro rank

Product category

Online Life Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

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

akta.pro primary industry

Level Term Life Insurance (FSAIAAAA)

akta.pro secondary industries

Whole Life Insurance (FSAIABAA), Guaranteed Issue Term Life Insurance (FSAIAAAG), Guaranteed Issue Whole Life Insurance (FSAIABAG)

Keywords

• Online life insurance brokerage
• Term life insurance
• Whole life insurance
• Mortgage protection insurance
• Insurance policy matching

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: As an independent insurance broker, Everyday Life earns commissions from insurance carriers when policies are sold. The company receives a percentage of premiums from carriers like Assurity, Banner Life, TruStage, and Fidelity Life. Customer service team is salary-based with no commissions, eliminating sales pressure incentives.
2. Affiliate Program Referrals: Partners earn competitive payouts for promoting life insurance products through the platform. Everyday Life uses Impact.com for conversion tracking and offers bonuses and seasonal promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Everyday Life operates an independent online life insurance brokerage that matches consumers with term life, whole life, mortgage protection, and SBA loan life insurance policies from multiple top-rated carrier partners including Assurity, Banner Life, TruStage, Fidelity Life, and SBLI. The company uses a proprietary life insurance calculator and policy matching platform to provide personalized quotes without requiring email or phone contact, enabling fast digital application and approval.

Product overview

Everyday Life is an independent online insurance broker that operates as a policy aggregation and recommendation platform. The core offering consists of The Ultimate Life Insurance Calculator (personalized quote engine) and Mortgage Protection Calculator, which help consumers find and compare term life, whole life, and mortgage protection insurance products. The company distributes partner insurance products from Assurity, Fidelity Life, Banner Life, SBLI, and TruStage. Additional services include a Client Portal for policy management and a Partner/Affiliate Program for distribution partners. The platform emphasizes a digital-first, 15-minute coverage process with no medical exam required for most applicants.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance Coverage for a specific period (typically 10-40 years) providing a death benefit if the insured passes away during the term, at lower premiums than permanent life insurance. Available through carrier partners with options for no-medical-exam approval.
• Whole Life Insurance Permanent lifelong coverage with level premiums and a cash value component that grows tax-deferred over time, which can be borrowed against during the policyholder's lifetime. Includes final expense and guaranteed acceptance variants for ages 45-85.
• Mortgage Protection Insurance Life insurance customized around mortgage loans that decreases in coverage as the mortgage balance is paid down, protecting families from losing their home if the primary earner passes away. Potentially saves 20-40% on premiums versus standard policies.
• SBA Loan Life Insurance Life insurance products designed to meet SBA loan requirements, including key person insurance and collateral assignment options for business owners such as sole proprietors, partnerships, S/C corporations, and single-member LLCs.
• Client Portal Online portal allowing policyholders to file claims or make policy adjustments, connecting to insurer-specific portals including Assurity, Fidelity Life, Banner Life, SBLI, and TruStage.
• Partner Program (Affiliate) Affiliate program for financial institutions, influencers, content creators, and publishers to promote life insurance products, powered by Impact.com for conversion tracking with competitive payouts, bonuses, and seasonal promotions.

Quantifiable outcome

• 88% of applications approved over last 12 months
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Impact.comcoreTechnology or IntegrationPartnership management platform used for affiliate program tracking and conversion attribution. Ensures partners receive proper credit for referrals through top-rated conversion tracking experience.
• ChimeminorGTM or Marketing PartnerFinancial institution partner offering life insurance plans to Chime customers as part of their financial product ecosystem.
• Assurity Life Insurance CompanycoreGTM or Marketing PartnerInsurance carrier partner offering term life and whole life policies. Founded in 1980, owned by policyholders. Rated A- by A.M. Best and A+ by BBB. Provides RAPIDecision Life term policies and RAPIDecision Simplified Issue Final Expense whole life policies through the platform.
• TruStage (CMFG Life Insurance Company & MEMBERS Life Insurance Company)coreGTM or Marketing PartnerInsurance carrier partner with 80 years of experience protecting 20 million members. Rated A (Excellent) by A.M. Best and A+ by S&P Global. Offers term life, advantage whole life, and guaranteed acceptance whole life policies through the platform.
• Fidelity LifecoreGTM or Marketing PartnerInsurance carrier partner providing life insurance since 1896. Offers RAPIDecision Life term policies (up to $2 million, ages 18-65) and RAPIDecision Simplified Issue Final Expense whole life policies (ages 50-85, $5,000-$35,000).
• Banner Life Insurance CompanycoreGTM or Marketing PartnerInsurance carrier partner established through predecessor companies in 1949. Operates in 49 states and DC (New York served by subsidiary William Penn Life Insurance Company). Known for competitive term life rates and strong financial backing.
• SBLI (Savings Bank Life Insurance)minorGTM or Marketing PartnerInsurance carrier partner available through the platform offering life insurance products.
• Leads IQminorGTM or Marketing PartnerLead generation partner in the affiliate network.
• PropelminorGTM or Marketing PartnerTechnology partner (joinpropel.com) in the affiliate network.
• Steady AppminorGTM or Marketing PartnerFinancial partner offering life insurance through their platform to Steady App users.
• BestMoneyminorGTM or Marketing PartnerFinancial comparison platform partner offering Everyday Life insurance products to their audience.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• PolicyGenius: Online independent insurance broker that aggregates life, disability, and other personal insurance products from multiple carriers. Closely comparable to Everyday Life in target market (US consumers seeking life insurance), distribution model (digital-first brokerage with licensed agent support), and revenue model (carrier commissions).
• SelectQuote: Publicly traded direct-to-consumer insurance brokerage that distributes term life, final expense, and other insurance products from multiple carriers. Highly comparable in model (multi-carrier brokerage, primarily digital and call-center driven, with focus on senior and family segments) but operates at substantially larger scale.
• Quotacy: Online life insurance broker that compares term life quotes from multiple top-rated carriers. Closely matches Everyday Life's product focus (term life-led, multi-carrier), customer segment (US families and individuals), and distribution approach (online calculator with agent support).
• SmartFinancial: Online insurance comparison and brokerage platform distributing life, auto, home, and health insurance from multiple carriers. Comparable digital brokerage model and affiliate/lead-gen driven GTM, with overlapping life-insurance product focus.

Emerging players

• Bestow: Direct-to-consumer term life insurance carrier selling policies online without medical exams. Competes for the same US consumer life-insurance dollars as Everyday Life but bypasses the broker by underwriting directly; represents a potential substitute rather than a peer channel partner.
• Ethos Life: Direct-to-consumer life insurance carrier offering term and whole life online with simplified underwriting. Comparable customer segment and product offering to Everyday Life but operates as a carrier rather than a broker, positioning it as a substitute/disintermediator.
• Ladder Financial: Direct-to-consumer term life insurance platform offering fully online, adjustable coverage. Targets the same digitally native US consumer seeking term life and competes for share that might otherwise flow through brokers like Everyday Life.

Broad incumbents

• Haven Life: Direct-to-consumer term life insurance agency owned by MassMutual. Comparable target market (US families seeking term life), digital-first distribution, and simplified underwriting; benefits from incumbent carrier ownership while competing with brokers for online consumers.
• Insurify: Online insurance comparison platform spanning home, auto, and life insurance. Overlaps with Everyday Life in the life-insurance comparison and lead-generation space and shares the SEO/content-led customer acquisition approach, though broader in product scope.

Others

• NerdWallet: Consumer finance comparison platform with a life insurance comparison vertical. Adjacent rather than directly competitive: drives life-insurance lead flow through editorial content and could be a partner or competitor for organic search traffic in the same category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/everydaylife_hi
• Facebookfacebook.com/everydaylifeinsurance
• LinkedInlinkedin.com/company/everyday-life-insurance
• Instagraminstagram.com/everydaylifeinsurance
• TikTokvm.tiktok.com/TTPdytk8Fe

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors8 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 Everyday Life