Liberty Bankers

What Liberty Bankers does

Liberty Bankers Insurance Group (LBIG) is a privately held insurance holding company headquartered in Dallas, Texas, that has operated in the life, annuity, and senior health insurance market for over 60 years. The group operates through three wholly-owned insurance carrier subsidiaries — Liberty Bankers Life Insurance Company (LBL, founded 1958), American Benefit Life Insurance Company (ABL, acquired 2002), and Capitol Life Insurance Company (CLIC, acquired 2007) — each holding an A.M. Best A- (Excellent) rating and serving individual consumers in retirement, final expense, and Medicare-adjacent segments across 47 states. LBIG's product portfolio spans traditional whole life and term life insurance (including final expense and a unique home-service distribution model with hand-collected premiums), fixed and fixed indexed annuities offered through Heritage, Liberty, and Heritage Elite series with single and flexible premium options, Medicare Supplement (Medigap) coverage, and a recently expanded Plus Series of supplemental health products (Accident Plus, Cancer Plus, Critical Care Plus, Heart and Stroke Plus, Hospital Indemnity Plus).

The company generates revenue through recurring insurance premiums across life, annuity, and health product lines, distributed exclusively through a network of more than 15,000 licensed insurance professionals and appointed agents. The go-to-market is sales-led and field-based, supported by nine dedicated agent portals segmented by product line (Annuity, Annuity Bank, Final Expense, Home Service, Med Supp ABL/CLIC/LBL, PreNeed, Supplemental Health) and a myLBIG client portal for policyholders. LBIG's proprietary technology stack — the On-The-Spot (OTS) system and the Intelligent Plan Designer, both developed under COO Eric Johansson — enables agent-facing plan design and policy processing workflows. With over 250,000 underwritten life policies in force, a Top 100 U.S. annuity provider ranking from National Underwriter, and 101–250 employees, LBIG occupies a mid-size, niche-carrier position serving retirees, pre-retirees, and Medicare-eligible consumers seeking guaranteed-income, final-expense, and supplemental health coverage through a high-touch, agent-distributed model.

Name

Liberty Bankers

Legal name

Liberty Bankers Life Insurance Company

Website

https://lbig.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

101–250 employees

Short description

Liberty Bankers Insurance Group is a privately held Dallas-based insurance holding company that sells life insurance, fixed annuities, Medicare Supplement, and supplemental health products to retirees, pre-retirees, and Medicare beneficiaries in 47 states through a network of 15,000+ licensed agents across three A.M. Best A- rated carrier subsidiaries.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411), Finance and Insurance (52)

SIC

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

akta.pro primary industry

Annuity + LTC / Long-Term Care Riders (FSAIAJAC)

akta.pro secondary industry

Insurance General Accounts (Institutional Asset Owners) (FSAAAGAG)

Keywords

• Life insurance products
• Fixed annuity products
• Medicare supplement insurance
• Supplemental health insurance
• Final expense insurance

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Life Insurance Premiums: Liberty Bankers generates revenue through life insurance premiums, including whole life, term life, final expense, and home service life insurance products. The company has over 250,000 underwritten policies.
2. Annuity Products: Fixed annuity products that provide guaranteed income streams and accumulate value through interest. The company has been one of the nation's leading annuity providers for over 15 years.
3. Health Insurance Premiums: Medicare Supplement and Supplemental Health insurance products including Accident Plus, Cancer Plus, Critical Care Plus, Heart and Stroke Plus, and Hospital Indemnity Plus.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Liberty Bankers Insurance Group is a privately held insurance holding company that underwrites and distributes life insurance (whole life, term life, final expense, home service life), fixed and fixed indexed annuities, Medicare Supplement (Medigap) insurance, and Supplemental Health products (Accident, Cancer, Critical Care, Heart & Stroke, Hospital Indemnity). Products are sold exclusively through a network of more than 15,000 licensed insurance professionals operating in 47 U.S. states, supported by proprietary agent and client portals.

Product overview

Liberty Bankers Insurance Group is a diversified insurance holding company offering three main lines of business: Life insurance (including Final Expense, Home Service, and Whole Life products), Health insurance (Medicare Supplement and Supplemental Health), and Wealth products (Annuities). The company operates through three affiliated entities: Liberty Bankers Life Insurance Company (LBL), American Benefit Life Insurance Company (ABL), and Capitol Life Insurance Company (CLIC). The Life insurance portfolio includes SIMPL, Modified Whole Life, Flex4Life, and Liberty Legacy Single Premium Whole Life, with optional riders for children's term, accidental death, waiver of premium, and accelerated living benefits. The Annuities division offers fixed and fixed indexed products across Heritage, Liberty, and Heritage Elite Series, available as single payment or flexible payment options. The Supplemental Health line features the Plus Series products (Accident Plus, Cancer Plus, Critical Care Plus, Heart and Stroke Plus, Hospital Indemnity Plus) with additional benefit riders for dental, vision, hearing, and other services. Medicare Supplement plans fill gaps in original Medicare coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Plus Series: Supplemental health insurance products including Accident Plus, Cancer Plus, Critical Care Plus, Heart and Stroke Plus, and Hospital Indemnity Plus.

Products and services

• Medicare Supplement Insurance (Medigap) Private health insurance that fills gaps in original Medicare, covering copayments, coinsurance, and deductibles. Marketed to Medicare beneficiaries across 47 states through appointed agents and dedicated Medicare Supplement agent portals.
• Supplemental Health Insurance (Plus Series) Supplemental health insurance paying tax-free lump sum cash benefits for hospital stays, cancer, heart conditions, strokes, or accidental injuries. Marketed to individuals seeking to offset out-of-pocket healthcare costs not covered by major medical or Medicare plans.
• Annuities (Fixed and Fixed Indexed) Fixed and fixed indexed annuities providing guaranteed income streams, tax-deferred growth, and principal protection for retirement. Sold through appointed annuity agents via the dedicated annuity agent portal.
• Final Expense Life Insurance Life insurance designed to cover end-of-life costs (funeral, burial, medical, debts) with a lump sum cash benefit paid directly to beneficiaries upon the insured's death. Marketed primarily to seniors through appointed final expense agents.
• Home Service Life Insurance Final expense life insurance distributed through a unique home service model where insurance professionals hand-collect premiums and personally deliver benefits to customers in their homes or neighborhood locations.
• Whole Life Insurance (SIMPL, Modified Whole Life, Flex4Life, Liberty Legacy Single Premium Whole Life) Whole life insurance products with level premiums and guaranteed death benefits. Sub-products include SIMPL (final expense focused), Modified Whole Life (for applicants with health issues), Flex4Life (higher face amounts with flexible payment terms), and Liberty Legacy Single Premium Whole Life (single premium for wealth transfer).
• Fixed Annuities (Heritage Series, Liberty Series, Heritage Elite Series) Traditional fixed annuities with guaranteed principal and interest earnings, available as single payment or flexible payment options and offered across the Heritage, Liberty, and Heritage Elite Series with optional access riders.
• Fixed Indexed Annuities (FIA) Fixed annuities linked to an equity index, allowing policyholders to participate in market gains while protecting principal from market losses.
• Immediate Annuities Annuities that begin paying guaranteed income immediately in exchange for a single premium payment, with payout options for a specified period, for life, or joint life.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor.

• Habitat for Humanity / United Housing FoundationminorOthers · 1 January 2026In 2026, LBIG partnered with the United Housing Foundation to help build a home for Habitat for Humanity International, creating a brighter future for a deserving family.
• Marine Toys for Tots FoundationminorOthers · 1 January 2024LBIG supported the Marine Toys for Tots Foundation in 2024 by organizing an employee donation drive, donating 220 new toys for children in need. The company has supported this foundation each holiday season since 2019.
• North Texas Food BankminorOthersLBIG partnered with the North Texas Food Bank through multiple initiatives including canned food drives (1,429 pounds collected in 2024, 1,372 pounds in 2023, 539 pounds in 2022), monetary donations, and IT team fundraisers with silent auctions.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Globe Life Inc. Globe Life is a direct competitor in final expense and life insurance, with a similar focus on middle-income American families distributed through agent channels. Both companies emphasize accessible life products and have substantial agent distribution networks.
• National Western Life Insurance Group: National Western Life is a direct peer in life insurance and annuities, with similar focus on niche markets and a comparable mix of life and annuity products. Both are privately-held (NWLI is closely held) mid-sized carriers with multi-state distribution.
• Mutual of Omaha: Mutual of Omaha is a major direct competitor in Medicare Supplement and life insurance, with similar senior-focused customer base. Both companies distribute through agent and insurance professional channels and emphasize supplemental health and protection products.
• American National Group: American National is a diversified life insurance and annuity carrier with multi-channel distribution, directly comparable to Liberty Bankers in product mix (life, annuities, supplemental health) and target markets including middle-income and senior customers.
• Americo Financial Life and Annuity: Americo is a direct competitor in life insurance and annuities targeting middle-market American families, with comparable distribution through independent agents and IMOs. Both companies focus on final expense, whole life, and annuity products for similar demographics.
• Security Benefit: Security Benefit is an annuity specialist directly comparable to Liberty Bankers' fixed and fixed indexed annuity business. Notably, Liberty Bankers' current CRO John Blocher previously served as Director of Enterprise Risk Management at Security Benefit, indicating operational similarity.
• Gerber Life Insurance Company: Gerber Life is a direct competitor in whole life, final expense, and juvenile life insurance distributed through agent and direct channels. Both companies target families and seniors with simplified-issue life products.

Broad incumbents

• Jackson Financial Inc. Jackson Financial is a larger, established annuity and life insurance carrier with a broader product range and stronger brand. While overlapping with Liberty Bankers in fixed and fixed indexed annuities, Jackson operates at significantly greater scale and has an A.M. Best A+ rating.
• Corebridge Financial: Corebridge Financial (formerly AIG Life & Retirement) is a major life and annuity provider with much larger scale, broader distribution including institutional channels, and stronger financial ratings. Overlaps with Liberty Bankers in individual life and fixed annuity products.
• Aetna (CVS Health): Aetna Senior Products is the underlying administrator for Liberty Bankers' Medicare Supplement products (ABL and CLIC), illustrating direct product overlap. Aetna is a major incumbent in Medicare Supplement and supplemental health with broader product range and significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/libertybankers
• Facebookfacebook.com/libertybankersinsurancegroup
• LinkedInlinkedin.com/company/liberty-bankers-life-insurance-company
• Instagraminstagram.com/libertybankers

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Liberty Bankers