Assurity
Assurity is a 136-year-old mutual insurance organization headquartered in Lincoln, Nebraska, offering supplemental life, disability, critical illness, annuity, and accident insurance products to individuals and employers across the United States through independent agents and direct channels.
- Company typePrivate
- Founded1890
- HeadquartersLincoln, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Assurity does
Assurity is a mutual insurance organization founded in 1890 and headquartered in Lincoln, Nebraska, offering a comprehensive portfolio of supplemental life and health insurance products for individuals and employers. The company provides life insurance, disability income, critical illness, accidental death, annuities, accident insurance, and hospital indemnity coverage, operating through Assurity Life Insurance Company across all U.S. states except New York, where it serves customers through a separate subsidiary, Assurity Life Insurance Company of New York. As a policyholder-owned mutual and Certified B Corporation (the world's largest insurer to achieve this status in 2015), Assurity distributes through independent insurance agents and brokers managed by regional vice presidents and regional sales managers, with additional direct-to-consumer channels including online quoting (myquote.assurity.com), the MyAssurity customer portal, call center support, and insurtech partnerships via the Assurity Ventures subsidiary (notably Bluestone Life). Revenue is generated through recurring insurance premiums on both individual and employer-sponsored voluntary/worksite policies, with pricing determined by individual underwriting factors including age, health status, and coverage amount.
The company maintains ~400 employees, an A.M. Best A- (Excellent) financial strength rating, HIPAA compliance, and a LEED Gold certified corporate headquarters. Recent strategic emphasis has been on product portfolio expansion (new Long-Term Disability, Whole Life, StartSmart Bundle, CriticalIllness.com D2C platform), sales leadership hiring across regional territories, and ecosystem buildout through insurtech partnerships. Leadership transitioned in August 2021 when Susan Keisler-Munro succeeded Thomas Henning as President and CEO. Technology infrastructure includes online quoting tools, the MyAssurity policyholder portal, and dedicated hotlines for customer service, claims, and agent support, with ongoing investment in software development and policy administration capabilities.
Assurity firmographics
Firmographics- Name
- Assurity
- Legal name
- Assurity Group, Inc.
- Website
- https://assurity.com
- Company type
- Private
- Founded year
- 1890
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Assurity is a 136-year-old mutual insurance organization headquartered in Lincoln, Nebraska, offering supplemental life, disability, critical illness, annuity, and accident insurance products to individuals and employers across the United States through independent agents and direct channels.
- Ownership category
- akta.pro rank
Assurity industry classification
Industry- Product category
- Supplemental Insurance
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411), Direct Health and Medical Insurance Carriers (524114)
- SIC
- Accident & Health Insurance (6321), Life Insurance (6311)
- akta.pro primary industry
- Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)
- akta.pro secondary industries
- Voluntary/Worksite Critical Illness & Hospital Indemnity (Employee-Paid) (FSAIAKAF), Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ), Standalone Hospital Indemnity Insurance (FSAIAKAB)
Keywords
Where Assurity is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Assurity business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Premiums: Assurity generates revenue through insurance premiums paid by policyholders for life insurance, disability income, critical illness, accidental death, annuities, accident insurance, hospital indemnity, and other supplemental health products. Both individual and worksite/employer-sponsored coverage options are offered.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual and worksite insurance products with customized pricing based on risk factors |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Assurity product offering
Product offeringCore offering
Assurity is a mutual insurance organization that underwrites and distributes supplemental insurance products for individuals and employers. Individual offerings include life, disability income, critical illness, accidental death, annuities, and accident insurance, while employer/worksite offerings include accident expense, critical illness, hospital indemnity, disability income, term life, and whole life voluntary benefits.
Product overview
Assurity is a mutual insurance organization offering a comprehensive portfolio of individual and employer voluntary insurance products. For individuals, the core products include Life Insurance, Disability Income Insurance, Critical Illness Insurance, Accidental Death Insurance, Annuities, and Accident Insurance. For employers, Assurity provides voluntary employee benefits including Accident Expense, Critical Illness, Hospital Indemnity, Disability Income, Term Life, and Whole Life insurance. The company also offers specialized products like the StartSmart Bundle for young adults and the CriticalIllness.com direct-to-consumer platform. Assurity operates as a Certified B Corporation mutual organization, serving customers across the United States with products designed to provide financial stability during difficult times.
Differentiator
Problem solved
Functional benefit
Products and services
- Life Insurance Life insurance that allows beneficiaries to remain financially secure after the policyholder's death, providing financial protection for loved ones. Sold to individual consumers.
- Disability Income Insurance
Quantifiable outcome
- Energy consumption reduced by 50%+ since moving into LEED Gold certified headquarters
- +2 more outcomes
Companies that use Assurity
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Assurity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Assurity partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Lincoln LittlesminorOrganization that partners with the Lincoln Partnership for Economic Development to certify Family-Friendly Workplaces. Assurity was named a Lincoln Family-Friendly Workplace based on meeting criteria for supporting families with young children.
- Lincoln Partnership for Economic Development (LPED)minorLPED partners with Lincoln Littles on the Family-Friendly Workplace Certification program. LPED Director of Talent Development provided commentary on the importance of family-friendly policies.
- Bluestone LifecoreVermont-based insurtech startup that sells life insurance products underwritten by Assurity. Bluestone is a Certified B Corp whose mission is to be a catalyst for human progress by leveraging the power of life insurance to protect families, communities and the planet. They donate 1% of all collected premiums to 1% for the Planet and offer an 'impact rider' that donates an additional 1% of the initial face value to a 1% for the Planet nonprofit partner when the death benefit is paid.
- NeighborWorks LincolnminorNonprofit dedicated to community revitalization and sustainable homeownership. Assurity partnered with NeighborWorks Lincoln to help create Antelope Square, a 24-unit single-family residential development designated for low- to moderate-income, first-time homeowners.
- Junior Achievement of LincolnminorNonprofit bringing curriculum directly to K-12 classrooms teaching financial literacy, work readiness, and entrepreneurship. Assurity supports through volunteer power, mentorship, board leadership, and financial support for Stock Market Challenge, Hall of Fame Dinner & Auction and General Fund. Since 2015, associates have taught in more than 55 JA classrooms, giving over 300 hours of time and impacting 2,000+ Lincoln students.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Assurity competitors and assessment
Company assessmentDirect peers
- Aflac: The dominant player in supplemental health (cancer, accident, hospital indemnity) sold through worksite/payroll-deduction channels — directly overlapping with Assurity's core supplemental health and worksite distribution model.
- Mutual of Omaha: A large mutual insurer offering life, disability, and supplemental health products through similar agent and worksite channels; shares Assurity's mutual structure, mid-market employer positioning, and broad supplemental portfolio.
- Unum Group: A leading provider of group disability income, critical illness, and life insurance sold largely through brokers and worksite — a close functional competitor across Assurity's employer voluntary benefits suite.
- Globe Life: Life and supplemental health insurer emphasizing worksite and middle-income distribution with simple products — directly comparable in customer target and distribution strategy to Assurity.
- Symetra Financial: Mid-sized life, disability, and voluntary benefits carrier with comparable scale and broker/employer distribution — a like-for-like peer across employer supplemental products.
- Securian Financial: Mutual insurance holding company offering individual life, group life, and disability income through agents and worksite — directly overlapping in mutual structure and product portfolio.
- Lincoln Financial Group: Life, disability, and voluntary benefits carrier with strong broker distribution into the mid-market employer segment — overlapping product mix and GTM motion with Assurity's employer suite.
- Kansas City Life Insurance: Smaller mutual life insurer with an A.M. Best rating in the A- tier and a focus on individual life and supplemental products — a size, structure, and rating comparable to Assurity.
Broad incumbents
- MetLife: Global life, disability, and voluntary benefits giant with national broker distribution across all 50 states — overlapping product set but at substantially greater scale and with a higher A.M. Best rating tier.
- Voya Financial: Larger publicly traded retirement, life, and voluntary benefits carrier with deep employer relationships — overlapping in worksite voluntary but operating at greater scale and capital flexibility.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Assurity social profiles
Digital presenceAssurity compliance and trust
Trust signalCompliance5 records
Assurity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Assurity leadership team
Management profileNumber of profiles
Profiles1 record
Assurity subsidiaries and ownership
Company hierarchySubsidiaries3 records
Assurity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Assurity M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Assurity
What does Assurity do?
Assurity is a mutual insurance organization that underwrites and distributes supplemental insurance products for individuals and employers. Individual offerings include life, disability income, critical illness, accidental death, annuities, and accident insurance, while employer/worksite offerings include accident expense, critical illness, hospital indemnity, disability income, term life, and whole life voluntary benefits.
Is Assurity a public or private company?
Assurity is a private company. It is classified as management employee owned and is currently operating.
When was Assurity founded?
Assurity was founded in 1890. It employs 251 to 500 people.
Where is Assurity based?
Assurity is headquartered in Lincoln, United States, in the North America region.
How does Assurity make money?
One revenue line is on record: insurance Premiums.
Who are Assurity's main competitors?
Direct peers on record are Aflac, Mutual of Omaha, Unum Group, Globe Life, Symetra Financial, Securian Financial, Lincoln Financial Group and Kansas City Life Insurance. Broad incumbents are MetLife and Voya Financial.
Does Assurity have an API?
No public API is recorded for Assurity.
What industry is Assurity in?
Assurity's product category is Supplemental Insurance. Its primary akta.pro industry code is FSAIAEAD, Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident), with a secondary code of FSAIAKAF, Voluntary/Worksite Critical Illness & Hospital Indemnity (Employee-Paid). Its NAICS code is 52411 and its SIC code is 6321.