Assurity

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.

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

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

• Life insurance
• Disability income insurance
• Critical illness insurance
• Supplemental insurance products
• Voluntary employee benefits

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Lincoln LittlesminorStrategic or Co-development Partner · 5 May 2026Organization 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)minorStrategic or Co-development Partner · 5 May 2026LPED 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 LifecoreStrategic or Co-development Partner · 1 January 2019Vermont-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 LincolnminorStrategic or Co-development Partner · 1 January 2019Nonprofit 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 LincolnminorStrategic or Co-development Partner · 1 January 2015Nonprofit 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

Direct 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

• YouTubeyoutube.com/user/assuritylife1
• Facebookfacebook.com/Assurity.Life
• LinkedInlinkedin.com/company/assurity-life
• Instagraminstagram.com/assurity
• Xx.com/Assurity

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Assurity