Plum Life
Plum Life operates Simplicity LifeLink, a B2B digital platform that enables independent insurance agents and advisors to quote, compare, and submit life insurance policies from multiple carriers through a unified portal with proprietary product scoring.
- Company typePrivate
- Founded2021
- HeadquartersBerkeley Heights, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Plum Life does
Plum Life operates Simplicity LifeLink, a digital life insurance sales platform designed exclusively for insurance agents and advisors. The platform enables users to run and compare quotes from multiple life insurance carriers, conduct product research through a centralized Product Center, and manage the full sales workflow from quoting through application submission within a single portal. Its most distinctive technical component is the Simplicity Score, a proprietary product evaluation system intended to help agents make research-backed recommendations; the platform also claims a 38% lift in client conversion, though this figure is self-reported and unverified by third parties.
The company employs a B2B, self-serve go-to-market motion targeting seven customer segments: independent agents and advisors (primary), financial institutions, health insurance agencies, auto and home insurance agencies, community banks and credit unions, BGAs/IMOs, and insurance call centers. Revenue is generated through transaction-fee mechanics on platform-facilitated insurance placements, though specific pricing, commission rates, or subscription terms are not publicly disclosed. A strategic partnership with London Underwriters, a wholesale insurance broker, extends access to specialized insurance solutions including parametric and excess and surplus lines.
Plum Life was founded between 2020 and 2021 (sources conflict) and is based in Warren, New Jersey (with firmographic data also referencing Berkeley Heights). The company has raised approximately $7.75 million across two seed rounds: $2.45 million in October 2021 led by Sonostar Ventures, and $5.3 million in March 2022 led by ManchesterStory with participation from MTech Capital and Sonostar Ventures. The founding team comprises four co-founders: Manish Bhatt (CEO), Sanjay Mehra (CAO), Amir Weiss (COO), and Rahim Rajpar (CMO). Headcount is reported at 11-50 employees. No subsequent funding rounds, acquisitions, or public financial disclosures have been identified in the available data.
Plum Life firmographics
Firmographics- Name
- Plum Life
- Legal name
- Plum Life
- Website
- https://helloplum.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plum Life operates Simplicity LifeLink, a B2B digital platform that enables independent insurance agents and advisors to quote, compare, and submit life insurance policies from multiple carriers through a unified portal with proprietary product scoring.
- Ownership category
- akta.pro rank
Plum Life industry classification
Industry- Product category
- Life Insurance Sales Software
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Retail (Personal Lines) Insurance Brokerage (FSAEADAA)
Keywords
Where Plum Life is headquartered
LocationHeadquarters
- HQ city
- Berkeley Heights
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Plum Life business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Insurance Platform Services: Platform services for digital life insurance sales targeting insurance advisors and agents. The platform facilitates quoting, comparing, and submitting insurance business, likely generating revenue through transaction facilitation or subscription services for agents.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Plum Life product offering
Product offeringCore offering
Plum Life operates Simplicity LifeLink™, an agent-only digital life insurance platform that enables insurance advisors to run and compare quotes from multiple insurance providers in minutes, research products via a Product Center backed by a proprietary Simplicity Score, and manage the full sales process from quoting through application submission in a single online portal. The platform is sold to independent agents, financial institutions, insurance agencies, BGAs/IMOs, community banks, and insurance call centers to help them sell life insurance more efficiently and improve client conversion.
Product overview
Plum Life offers a single unified digital life insurance platform designed exclusively for insurance agents and advisors. The platform provides digital sales tools that enable advisors to run and compare quotes from multiple insurance providers, research products using proprietary scoring systems, and manage the entire sales process from quoting through application submission in one accessible location.
Differentiator
Problem solved
Functional benefit
Products and services
- Simplicity LifeLink™
Quantifiable outcome
- 38% lift in client conversion
Companies that use Plum Life
Customer profileSegments7 records
Ideal customer profiles2 records
Plum Life technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Plum Life partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- London UnderwriterscoreLondon Underwriters, a wholesale insurance broker, has partnered with Plum Life as part of a portfolio of partnerships between 2019 and 2025. The collaboration focuses on expanding access to commercial insurance products and offering specialized insurance solutions including parametric and excess and surplus lines.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Plum Life competitors and assessment
Company assessmentBroad incumbents
- SelectQuote: SelectQuote is an established, public direct-to-consumer life insurance distributor built on multi-carrier comparison technology — comparable as a larger, established life distribution platform with overlapping multi-carrier quoting capabilities.
- Applied Systems: Applied Systems is a large insurance agency management platform (Applied Epic, Applied TAM) used by independent agencies to manage personal and commercial lines workflows — comparable as a broad incumbent serving the same independent agent buyer persona.
- Vertafore: Vertafore is a large insurance technology provider offering agency management systems, carrier connectivity, and digital distribution tools across P&C and life — a broad incumbent whose life-distribution solutions overlap with Plum Life's agent-facing platform.
Emerging players
- Ethos: Ethos is a modern life insurance technology platform that offers digital term and whole life products with partner/agent distribution — comparable as an emerging insurtech modernizing the life insurance buying/selling workflow.
- Hazel: Hazel is a modern life insurance technology platform that brokers and agents use to quote, apply, and manage life policies digitally with multiple carriers — comparable as an emerging agent/broker-facing life platform with overlapping multi-carrier workflows.
- Bestow: Bestow is a digitally-native life insurance carrier with an API-driven platform increasingly used by agents and partners — comparable as a modern life insurance distribution technology player overlapping with Plum Life in the agent-and-partner channel.
- Advisors Excel: Advisors Excel is an insurance marketing organization/BGA with proprietary technology and carrier access for independent life and annuity producers — comparable as a high-growth distribution platform serving the same agent and IMO buyer segments as Plum Life.
Direct peers
- iPipeline: iPipeline is the leading provider of digital distribution solutions to the life insurance industry, offering agent-facing quoting, illustration, e-application, and underwriting tools across multiple carriers — a direct comparability match with Plum Life's multi-carrier, agent-only sales platform.
- Insurance Technologies Group: Insurance Technologies Group builds agent-facing sales and marketing automation tools for life insurance and annuity carriers and distributors, including quote/illustration engines and producer portals — directly aligned with Plum Life's agent-only digital life insurance platform model.
- SuranceBay: SuranceBay provides life and annuity sales automation, carrier integrations, and compliance tools for insurance agents, BGAs, and IMO distributors — directly comparable in serving the agent/advisor channel with digital life insurance workflows like Plum Life.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Plum Life social profiles
Digital presencePlum Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plum Life leadership team
Management profileNumber of profiles
Profiles4 records
Plum Life funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plum Life 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 Plum Life
What does Plum Life do?
Plum Life operates Simplicity LifeLink™, an agent-only digital life insurance platform that enables insurance advisors to run and compare quotes from multiple insurance providers in minutes, research products via a Product Center backed by a proprietary Simplicity Score, and manage the full sales process from quoting through application submission in a single online portal. The platform is sold to independent agents, financial institutions, insurance agencies, BGAs/IMOs, community banks, and insurance call centers to help them sell life insurance more efficiently and improve client conversion.
Is Plum Life a public or private company?
Plum Life is a private company. It is classified as venture growth investor backed and is currently operating.
When was Plum Life founded?
Plum Life was founded in 2021. It employs 11 to 50 people.
Where is Plum Life based?
Plum Life is headquartered in Berkeley Heights, United States, in the North America region.
How does Plum Life make money?
One revenue line is on record: insurance Platform Services.
Who are Plum Life's main competitors?
Broad incumbents on record are SelectQuote, Applied Systems and Vertafore. Emerging players are Ethos, Hazel, Bestow and Advisors Excel. Direct peers are iPipeline, Insurance Technologies Group and SuranceBay.
Does Plum Life have an API?
No public API is recorded for Plum Life.
What industry is Plum Life in?
Plum Life's product category is Life Insurance Sales Software. Its primary akta.pro industry code is FSAEADAA, Retail (Personal Lines) Insurance Brokerage. Its NAICS code is 5242 and its SIC code is 6411.