Everdays
Everdays is an all-digital insurance marketplace that connects U.S. consumers, primarily aged 50 and older, with licensed agents and top-rated carriers to purchase whole life, term life, funeral insurance, and prepaid funeral plans without medical exams.
- Company typePrivate
- Founded2017
- HeadquartersBirmingham, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Everdays does
Everdays is an all-digital insurance marketplace and end-of-life planning platform founded in 2017 and headquartered in Birmingham, Michigan. The company operates as a licensed insurance producer (DBA Everdays Moments Insurance Marketing) across all 50 states plus Washington, D.C., connecting U.S. consumers—primarily adults aged 50 and older—with a network of more than 500 licensed agents and a panel of top-rated carriers including American Amicable, Banner Life, Legal & General America, TruStage, IAG, and Homesteaders Life, which collectively back policies with over $200 billion in assets.
The core platform is an 8-question, no-medical-exam application with an instant-approval engine that reportedly qualifies 80-90% of applicants within minutes. Core products include whole life insurance (up to $100,000 coverage, starting at $2/day, with locked-in rates and a 30-day money-back guarantee), term life insurance (up to $2 million, starting at $19/month, for ages 18-69), prepaid funeral and cremation plans, and supplementary final-expense, funeral, and pre-need insurance. The Everdays Digital Plan bundles fund allocation, final-wishes documentation, document storage, and beneficiary sharing with each policy. The 2024 launch of Everdays 2.0 productized the platform for third-party preneed and life agents, and a May 2025 partnership with LGA introduced a SmartTerm life product.
Everdays monetizes primarily through carrier commissions on whole life, term life, and final-expense policies, supplemented by prepaid funeral plan revenue and agent platform services delivered through Everdays 2.0. The go-to-market combines direct-to-consumer digital marketing (content, social, SEO, earned media in Fox, Forbes, USA Today, TechCrunch, and Insider) with an inside-sales agent motion. The company has raised approximately $17 million in disclosed funding ($5M IZI Ventures in 2017, $12M Gordy Oil Company in 2019) and operates with an 11-50 person internal team supplemented by 500+ independent agents.
Everdays firmographics
Firmographics- Name
- Everdays
- Legal name
- Everdays, Inc.
- Website
- https://everdays.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Everdays is an all-digital insurance marketplace that connects U.S. consumers, primarily aged 50 and older, with licensed agents and top-rated carriers to purchase whole life, term life, funeral insurance, and prepaid funeral plans without medical exams.
- Ownership category
- akta.pro rank
Everdays industry classification
Industry- Product category
- Life Insurance
- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Life Insurance (6311)
- akta.pro primary industry
- Final Expense / Burial Life Insurance (FSAIABAF)
- akta.pro secondary industries
- Whole Life Insurance (FSAIABAA), Level Term Life Insurance (FSAIAAAA)
Keywords
Where Everdays is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Everdays business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Insurance Commission Revenue: Everdays earns commissions from insurance carriers for policies sold through their platform. The company acts as a licensed insurance producer entity, receiving compensation when customers purchase whole life, term life, or final expense insurance policies.
- Prepaid Funeral Plans: Revenue from prepaid funeral and cremation packages sold directly to consumers. Customers can pay in full upfront or through monthly payments via insurance policies.
- Agent Network Services: Services provided to insurance agents including technology platform access, document processing, compliance services, and sales support through the Everdays 2.0 platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Whole Life Insurance - Up to $100k coverage |
| Subscription | Monthly | Term Life Insurance - Up to $2 million coverage |
| One time/ perpetual license | Pay-as-you-go | Prepaid Funeral Packages |
| Subscription | Monthly | Final Expense Insurance |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Everdays product offering
Product offeringCore offering
Everdays operates an all-digital insurance platform that distributes whole life insurance (up to $100k), term life insurance (up to $2M), and prepaid funeral/cremation plans to U.S. consumers through a network of 500+ licensed agents and partnerships with multiple A-rated carriers. The platform uses an 8-question digital application with no medical exams, delivering instant approval decisions for roughly 80–90% of applicants and average payouts within three days.
Product overview
Everdays is an all-digital insurance platform that simplifies life insurance and end-of-life planning for consumers aged 50 and above. The platform operates as a marketplace connecting customers with licensed insurance agents and multiple carrier partners. The core product portfolio centers on Whole Life Insurance (up to $100k coverage for end-of-life expenses) and Term Life Insurance (up to $2 million coverage for family protection), supplemented by Prepaid Funeral Plans including Prepaid Cremation Services. The platform bundles insurance products like Funeral Insurance, Final Expense Insurance, and Pre-need Insurance with the proprietary Everdays Digital Plan—a digital planning tool that enables fund allocation, final wishes documentation, and document storage. All offerings are delivered through a streamlined digital process with no medical exams required, featuring instant approval capabilities and partnerships with top-rated insurance carriers representing over $200 billion in total assets.
Differentiator
Problem solved
Functional benefit
Products and services
- Whole Life Insurance Permanent life insurance offering up to $100,000 in coverage for end-of-life expenses such as funeral costs, debt resolution, and modest inheritances. Features locked-in rates, no medical exams, instant approval for 90% of applicants, and policy payouts within approximately 3 days. Targeted at U.S. adults in typical or average health.
- Term Life Insurance Term life insurance offering up to $2 million in coverage for family protection, covering lost income, mortgage expenses, college tuition, and other major obligations. Term lengths range from 1 year to 40 years and are available to people aged 18-69, with instant approval and no medical exams.
- Prepaid Funeral Plans Comprehensive prepaid funeral arrangement service that lets users plan, select, and prepay for funeral services entirely online. Includes bundled packages covering flowers, casket, professional guidance, and service coordination, with flexible payment options including full upfront payment or monthly payments funded by an insurance policy. Backed by a 100-day money-back guarantee and a national network of highest-rated funeral providers.
- Prepaid Cremation Services Prepaid cremation packages that allow users to prepay for cremation services and final arrangements, providing compassionate care and locked-in pricing through Everdays' national funeral home network.
- Funeral Insurance (Burial Insurance) Insurance product designed to cover the cost of funeral or cremation expenses. Included with Everdays' prepaid funeral and cremation plans, protecting families from financial hardship when planning final arrangements.
- Final Expense Insurance Life insurance policy paying a flat amount (typically $5,000 to $50,000) to beneficiaries for settling final expenses including funeral costs, medical bills, and credit card debt. Cost varies by age, gender, and health status.
- Pre-need Insurance Insurance coverage for pre-planned funerals, cremations, or burials where all decisions and payments are made in advance. Locks in pricing and eliminates financial burden on family. Payments are held by Homesteaders Life, an A+ rated 100-year-old national insurance company.
Quantifiable outcome
- 80-90% of applicants receive instant approval
- +4 more outcomes
Companies that use Everdays
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Everdays technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Everdays partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Legal & General America (LGA)corePartnership to launch innovative SmartTerm Life Insurance Product. LGA is the nation's third-largest term life insurance provider, bringing significant industry expertise and financial strength to the partnership.
- American AmicablecorePartnership to revolutionize insurance sales for agents. American Amicable offers personalized coverage up to $500,000 with options for both term and whole life insurance, serving nearly 1M policies in-force for over 100 years.
- TruStage (CMFG Life Insurance Company)coreUnderwriter for whole life and term insurance policies. Offers coverage up to $300,000 with no medical exam and instant decisions. Backed by more than 80 years of financial strength with A.M. Best Superior rating.
- Banner Life (Legal & General America)coreProvides term life coverage up to $2 million without medical exams with fast decisions often within minutes. Backed by one of the strongest companies in the industry with A+ Superior A.M. Best rating.
- Homesteaders LifecoreA+ rated, 100-year-old national insurance company that holds payments for pre-need funeral policies to ensure full package delivery to selected funeral homes.
- Funeral Home NetworkcorePartnership with highest-rated funeral providers across the nation, allowing customers to choose their preferred funeral home for prepaid funeral services.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Everdays competitors and assessment
Company assessmentDirect peers
- Policygenius: Online insurance marketplace distributing life, disability, and other policies from multiple carriers with a digital application experience. Comparable as a multi-carrier digital insurance distributor with agent-assisted closing.
- Ladder Financial: Insurtech offering fully digital term life insurance with instant approval and no medical exams. Comparable in product focus (term life), digital experience (instant approval, no exams), and carrier-distributed model.
- SelectQuote: Public direct-to-consumer insurance distributor focused primarily on term life insurance for seniors and families, with a call-center/agent-assisted model similar to Everdays. Operates as an insurance agency selling third-party carrier products, directly comparable to Everdays' agency model.
- Ethos Life: Digital life insurance platform offering term and whole life policies without medical exams, with an online application flow and instant decisioning. Directly comparable to Everdays' all-digital, no-medical-exam approach targeting modern life insurance buyers.
- Bestow: Digital life insurance platform providing term life coverage via a streamlined online application with instant decisions and no medical exams. Closely aligned with Everdays' digital-first life insurance model.
Broad incumbents
- Mutual of Omaha: Established insurer offering final expense, whole life, and term life products with strong brand recognition among the 50+ demographic. A broad incumbent competing for the same end-of-life and senior insurance customer.
- Globe Life: Large public insurance carrier specializing in life and supplemental health insurance for middle-income households, with significant focus on the 50+ demographic. Competes in the same final expense and senior life insurance space Everdays targets.
- Haven Life (MassMutual): Digital term life agency backed by MassMutual, offering online instant-decision term life with no medical exams for qualified applicants. A larger incumbent's digital initiative, comparable in product and experience.
- Colonial Penn: Direct insurance carrier focused on guaranteed acceptance whole life insurance for seniors, heavily advertised to the 50+ demographic. A direct competitor in the final expense / burial insurance niche Everdays serves.
Emerging players
- Fidelity Life: Life insurance carrier focused on simplified-issue and final expense policies for consumers who may not qualify for fully underwritten coverage. Comparable in final expense focus and no-medical-exam positioning to Everdays' final expense offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Everdays social profiles
Digital presenceEverdays financial estimates
Financial estimateRevenue estimate
Valuation estimate
Everdays leadership team
Management profileNumber of profiles
Profiles5 records
Everdays funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Everdays M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Everdays
What does Everdays do?
Everdays operates an all-digital insurance platform that distributes whole life insurance (up to $100k), term life insurance (up to $2M), and prepaid funeral/cremation plans to U.S. consumers through a network of 500+ licensed agents and partnerships with multiple A-rated carriers. The platform uses an 8-question digital application with no medical exams, delivering instant approval decisions for roughly 80–90% of applicants and average payouts within three days.
Is Everdays a public or private company?
Everdays is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Everdays founded?
Everdays was founded in 2017. It employs 11 to 50 people.
Where is Everdays based?
Everdays is headquartered in Birmingham, United States, in the North America region.
How does Everdays make money?
Three revenue lines are on record. Insurance Commission Revenue is the primary driver. The others are prepaid Funeral Plans and agent Network Services.
Who are Everdays's main competitors?
Direct peers on record are Policygenius, Ladder Financial, SelectQuote, Ethos Life and Bestow. Broad incumbents are Mutual of Omaha, Globe Life, Haven Life (MassMutual) and Colonial Penn. Fidelity Life is listed as an emerging player.
Does Everdays have an API?
No public API is recorded for Everdays.
What industry is Everdays in?
Everdays's product category is Life Insurance. Its primary akta.pro industry code is FSAIABAF, Final Expense / Burial Life Insurance, with a secondary code of FSAIABAA, Whole Life Insurance. Its NAICS code is 524210 and its SIC code is 6411.