What Ameritas Life Insurance does

Ameritas Life Insurance Corp. is a Lincoln, Nebraska-based mutual insurance and financial services company founded in 1887 and operated under Ameritas Mutual Holding Company. The company underwrites and distributes a diversified portfolio of life insurance (term, whole, universal, indexed universal, and variable universal), disability income insurance, fixed and indexed annuities, group and individual dental and vision insurance, 401(k) and pooled/multiple employer retirement plan administration, and investment management services through subsidiaries Ameritas Investment Company, Ameritas Advisory Services, and Ameritas Investment Partners.

The business combines a traditional field sales force of licensed financial professionals, brokers, and registered investment advisors with an expanding digital platform stack that includes Ameritas Accounts (member portal), the Member Benefits App, and the GoalWise financial wellness platform built on iJoin technology. Distribution has been broadened through the 2023 Ethos partnership for AI-instant-underwritten Index Universal Life and the 2026 Texicare partnership for Texas small-group dental, while a 99,000+ access-point dental provider network underwrites the group benefits franchise. Recent inorganic moves include the 2020 Dental Select acquisition and the 2021 acquisition of BlueStar Retirement Services, which added approximately 75,000 participants and over $4 billion in assets under administration.

Ameritas generates revenue primarily through recurring life insurance and annuity premiums, group dental/vision premiums, disability income premiums, and asset-based fees on retirement plan administration and investment management (statutory premiums of $3.5B and GAAP revenues of $2.5B in 2020; $41.5B total assets, $105.8B life insurance in force). It serves individuals and families, employers of all sizes, governmental and non-profit entities, and financial intermediaries nationwide through NAIC-licensed entities (Ameritas Life Insurance Corp. in all states except New York, and Ameritas Life Insurance Corp. of New York for New York). The mutual holding company structure aligns ownership with policyholders, supports a long-duration investment strategy, and is reflected in top-tier financial strength ratings of A+ (Strong) from S&P and A (Excellent) from AM Best.

Name

Ameritas Life Insurance

Legal name

Ameritas Life Insurance Corp.

Website

https://ameritas.com

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Ameritas Life Insurance is a 137-year-old Lincoln, Nebraska-based mutual insurer and financial services company offering life, disability, dental, vision, annuity, and retirement plan products to individuals, employers, and non-profits across the United States.

Ownership category

akta.pro rank

Product category

Insurance and Financial Services

NAICS

Direct Life Insurance Carriers (524113), Direct Health and Medical Insurance Carriers (524114)

SIC

Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro primary industry

Participating (Dividend) Whole Life Insurance (FSAIABAI)

akta.pro secondary industries

Whole Life Insurance (FSAIABAA), Level Term Life Insurance (FSAIAAAA), Indexed Universal Life (IUL) Insurance (FSAIABAC)

Keywords

• Life insurance products
• Retirement plan administration
• Dental vision insurance
• Annuity investment services
• Employee benefits

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Life Insurance Premiums: Ameritas generates revenue primarily through premiums collected on life insurance policies, including term life, whole life, universal life, indexed universal life, and variable universal life insurance products. Premiums may be paid on a single, scheduled, or flexible basis depending on the product.
2. Annuity Products: Ameritas offers annuity products including index annuities that provide income accumulation and withdrawal features for retirement planning, generating revenue through premium payments and fee structures.
3. Disability Income Insurance: Individual and group disability income insurance products provide protection against loss of income due to illness or injury, generating revenue through periodic premium payments.
4. Group Dental, Vision and Hearing Insurance: Employer-sponsored and individual dental, vision, and hearing care insurance plans generate premium revenue. Ameritas maintains a provider network and offers Dental Rewards programs that allow members to earn rewards toward future dental services.
5. Retirement Plans Administration: Ameritas retirement plans division administers 401(k) plans, pooled employer plans (PEPs), multiple employer plans (MEPs), and multiple employer pension plans (MEPPs) for businesses and non-profits, generating revenue through plan administration fees and investment management.
6. Investment Management and Wealth Services: Ameritas Investment Partners, Inc. provides professional money management through personalized portfolios, charging asset-based fees for services including evaluation, planning, management, trading, and reporting. Securities are offered through Ameritas Investment Company, LLC, member FINRA/SIPC.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Ameritas Life Insurance is a mutual insurance holding company that underwrites and distributes life insurance (term, whole, universal, indexed universal, and variable universal), disability income insurance, annuities, group dental and vision insurance, and 401(k) retirement plan administration and investment services. The company sells through licensed financial professionals, employer group benefits channels, financial intermediaries, and direct-to-consumer online tools to individuals, families, employers, governmental entities, and non-profits across the United States.

Product overview

Ameritas Life Insurance offers a diversified portfolio of insurance and financial products organized across life insurance (term, whole, universal, indexed universal, and variable universal life), retirement plans (401(k), annuities), employee benefits (dental, vision, disability income), and investment services. The company operates through Ameritas Life Insurance Corp. as the primary carrier with affiliated companies for investment management (Ameritas Investment Company, Ameritas Advisory Services, Ameritas Investment Partners). Digital platforms include Ameritas Accounts for account management and a Member Benefits App for mobile access. The product architecture combines core insurance and retirement offerings with supplementary executive benefits, succession planning, and education assistance programs.

Differentiator

Problem solved

Functional benefit

Brands

• GoalWise: A digital interactive retirement savings and financial wellness platform for participants, financial professionals, and plan sponsors.

Products and services

• Life Insurance Comprehensive life insurance portfolio including term life (Value Plus Term, ClearEdge Living Benefits, Instant Term), whole life, universal life, indexed universal life, and variable universal life products for individual and group coverage. Includes policies with level premiums, living benefits riders, instant approval options, and cash value accumulation.
• Disability Income Insurance Insurance providing income replacement if the insured becomes unable to work due to illness or injury; available for individuals and groups.
• 401(k) Retirement Plans Employer-sponsored qualified retirement savings plan offering tax-deferred or Roth contribution options, various investment choices, and company matching capabilities. Includes pooled employer plans (PEPs), multiple employer plans (MEPs), and multiple employer pension plans (MEPPs).
• Annuities Retirement income products providing guaranteed income streams including fixed and indexed annuity options for retirement planning.
• Dental and Vision Insurance Employee benefits offering dental coverage with network of over 99,000 access points and 14,000 Texas providers, plus vision care insurance for individuals and organizations. Includes Dental Rewards program allowing members to earn up to $1,200 toward future dental services.
• Investments Investment products and services including mutual funds, professional money management through Ameritas Investment Partners, and variable insurance products for individuals and businesses.
• Executive Benefits Supplemental benefits for executives including deferred compensation, split-dollar arrangements, and executive bonus plans.
• Succession Planning Business continuity planning services to help businesses prepare for leadership transitions and ownership transfers.
• Education Assistance Programs Employee benefit programs helping businesses attract and retain talent through educational assistance and student loan programs.
• GoalWise Digital Retirement Platform Digital interactive retirement savings and financial wellness platform offering a personalized, goal-based experience for plan participants, including gamification, financial literacy support, budgeting, debt management, and protection products. Developed in partnership with iJoin.
• Ethos Index Universal Life Insurance Index universal life insurance product offered exclusively through Ethos' web-based platform, combining digital convenience with agent support for a seamless customer experience. Features death benefit protection, no-cost living benefits, tax-advantaged growth potential, and lifetime liquidity options.

Quantifiable outcome

• Ameritas' group division earned BenchmarkPortal Center of Excellence Certification for the 19th consecutive year, placing it among the top 10% of insurance industry contact centers in North America.
• +3 more outcomes

Named customers11 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

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• ZocksminorGTM or Marketing Partner · 16 June 2026Ameritas is identified as a user of the Zocks privacy-first AI platform for financial services, which helps financial advisors identify organic growth opportunities and unmet client service needs using natural language queries across client data. More than 5,000 firms use Zocks, including major RIAs and two of the top three life insurance carriers.
• Quantum HealthminorGTM or Marketing Partner · 19 May 2026Ameritas was recognized by Quantum Health, a healthcare navigation company, with the Values & Cost Stewardship Award at Quantum Health Connect 2026, indicating an ongoing client-partner relationship where Ameritas utilizes Quantum Health's healthcare navigation services for its members.
• TexicarecoreStrategic or Co-development Partner · 25 February 2026Texicare, the health affiliate of Texas Mutual, partnered with Ameritas to offer dental coverage options to Texas small business employees. Texicare members gain access to Ameritas' dental provider network of over 99,000 access points and 14,000 Texas providers, with six plan options including no-deductible choices and the Dental Rewards program allowing members to earn up to $1,200 in rewards.
• EthoscoreStrategic or Co-development Partner · 1 September 2023Ameritas and Ethos introduced a new index universal life insurance product offered exclusively through Ethos, combining Ameritas' insurance strength with Ethos' technology platform for instant underwriting and web-based life insurance purchasing. The product launched to select Ethos partners beginning September 2023 and provides death benefit protection, no-cost living benefits, tax-advantaged growth potential, and lifetime liquidity options.
• iJoincoreTechnology or Integration · 22 August 2022Ameritas retirement plans partnered with iJoin to deliver the GoalWise digital retirement savings and financial wellness platform. iJoin provides a robust, integrated technology solution with single sign-on capabilities, cafeteria-style approach to multiple managed account solutions, drawdown strategies, and voluntary benefits including emergency savings accounts for retirement plan participants.
• BlueStar Retirement ServicescoreStrategic or Co-development Partner · 5 October 2021Ameritas acquired BlueStar Retirement Services, a Florida-based record keeper and third-party administrator. The acquisition brought approximately 75,000 retirement plan participants and over $4 billion in assets under administration to Ameritas, strengthening its retirement plans division.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Guardian Life Insurance: Mutual life insurer and dental/vision/disability benefits provider with very similar product mix to Ameritas, including dental networks and group benefits. Comparable on mutual structure and the combination of individual life insurance with employee benefits.
• Mutual of Omaha: Mutual insurer offering life insurance, disability income, Medicare supplements, and group benefits. Comparable on mutual structure, individual life + supplemental health orientation, and advisor-driven distribution model.
• Massachusetts Mutual Life Insurance (MassMutual): Mutual financial services company offering whole life, term, universal life, disability income, retirement plans, and investment management. Highly comparable to Ameritas on mutual structure, participating whole life, and full-stack insurance + retirement + wealth offering.
• Northwestern Mutual: Largest U.S. mutual life insurer with comparable product breadth (life, disability, annuities, investment management) and a similar policyholder-owned mutual structure that pays dividends on whole life policies. Direct peer on structure, product mix, and distribution through financial advisors.
• New York Life: Mutual life insurer offering whole, term, universal, and variable life insurance, plus annuities, long-term care, and investment management. Closely comparable to Ameritas on mutual structure, dividend-paying whole life, and advisor-driven distribution.
• Principal Financial Group: Public stock insurer focused on retirement plans, life insurance, and asset management. Closely comparable to Ameritas on the retirement plans + life insurance combination, particularly in pooled/multiple employer plan administration where both compete.
• Lincoln Financial Group: Lincoln-based insurer offering life insurance, annuities, group protection, and retirement plans. Highly comparable to Ameritas on product portfolio (life, annuities, retirement, group benefits) and competitor in the mid-market retirement plan administration space.

Regional players

• State Farm: Mutual insurer with a major life insurance and financial services arm distributed through captive agents. Comparable on mutual structure and life insurance products, but a much larger and broader financial services franchise than Ameritas.

Broad incumbents

• MetLife: One of the largest U.S. life insurers offering group life, disability, dental, and retirement plans to employers. Broad incumbent with overlapping group benefits and retirement capabilities, but operates at much greater scale than Ameritas.
• Prudential Financial: Large national life insurer and asset manager with retirement, group insurance, and individual life products. Broad incumbent competitor across multiple Ameritas product lines, particularly in retirement plan administration and individual life.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ameritas
• LinkedInlinkedin.com/company/ameritas
• Instagraminstagram.com/ameritaslife
• Xx.com/ameritas

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A2 records

Investments3 records

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

Frequently asked questions about Ameritas Life Insurance