Western & Southern Financial Group

What Western & Southern Financial Group does

Western & Southern Financial Group, Inc. is a privately held diversified financial services holding company founded in 1888 and headquartered in Cincinnati, Ohio. Through seven wholly-owned life insurance subsidiaries (The Western and Southern Life Insurance Company, Western-Southern Life Assurance Company, Columbus Life Insurance Company, Integrity Life Insurance Company, The Lafayette Life Insurance Company, National Integrity Life Insurance Company, and Gerber Life Insurance Company), the company issues whole life, universal life, term life, indexed universal life, and dividend-paying whole life policies; fixed, variable, and indexed annuities; IRAs, 401(k)s, and pensions (including pension risk transfer); and investment products such as mutual funds, 529 college savings plans, and investment advisory services. The Gerber Life brand is licensed from Société des Produits Nestlé S.A. and Gerber Products Company.

The company's core technology stack centers on a digital life insurance platform and mobile app acquired through the January 2022 purchase of Fabric Technologies Inc. (Fabric by Gerber Life), which had placed billions in life insurance coverage and raised $30.5M prior to acquisition. Distribution occurs through licensed financial professionals and agents, direct website engagement (free quotes, calculators, educational content), and a phone-based sales line (877-367-9734). In April 2026, the group acquired Till Financial, a family banking fintech founded in 2018 that offers parental controls, automated allowances, and shared savings goals — extending the platform into digital family banking for its existing 6.3 million customers.

Western & Southern makes money primarily through recurring insurance premiums, annuity contracts, and asset-based fees from investment products and retirement accounts, with individual underwriting driving quote-based pricing. It serves individual consumers and families (primary), pre-retirees and retirees (primary), and small business owners (secondary) across all U.S. life stages, and ranks #321 on the Fortune 500. Capital strength is reflected in top-tier financial strength ratings (AM Best A+ Superior since 2009, S&P AA- since 2018, Fitch AA since 2009, Moody's Aa3 since 2009) and a Comdex ranking of 95/100.

Name

Western & Southern Financial Group

Legal name

Western & Southern Financial Group, Inc.

Website

https://westernsouthern.com

Company type

Private

Founded year

1888

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Western & Southern Financial Group is a privately held, Cincinnati-based financial services holding company operating seven life insurance subsidiaries that serve over 6.3 million U.S. customers with life insurance, annuities, retirement accounts, and investment products, recently extended by Fabric (digital life insurance) and Till Financial (family banking) acquisitions.

Ownership category

akta.pro rank

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Life Insurance Premiums: Whole life, universal life, and term life insurance products generate recurring premium revenue from policyholders. The company offers various life insurance riders including critical illness, accidental death, waiver of premium, and return of premium options.
2. Annuity Products: Fixed, variable, and indexed annuity products provide guaranteed income streams. Annuities generate revenue through premium payments in exchange for lifetime or period-certain income payments.
3. Investment Products: Mutual funds, 529 college savings plans, and investment advisory services generate fee-based revenue. The company offers various investment vehicles including target date funds, ETFs, and brokerage accounts.
4. Retirement Account Services: Individual Retirement Accounts (IRAs), 401(k) plans, and other retirement savings vehicles generate revenue through account fees and investment management.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Western & Southern Financial Group is a diversified financial services holding company that sells life insurance (whole, universal, term, indexed universal), annuities (fixed, variable, indexed), retirement accounts (IRAs, 401(k)s, pensions), and investment products (mutual funds, 529 plans, investment advisory) to individual consumers, families, and small businesses through a family of seven life insurance subsidiaries. The company also operates digital life insurance (Fabric) and family banking (Till Financial) platforms acquired in recent years.

Product overview

Western & Southern Financial Group is a diversified financial services company offering a comprehensive portfolio of life insurance, retirement, and investment products through multiple subsidiary insurance companies. The core product suite includes Whole Life Insurance, Universal Life Insurance, Term Life Insurance, Indexed Universal Life Insurance (IUL), and Annuities, complemented by retirement accounts (IRAs, 401(k)s, pensions) and investment products (Mutual Funds, 529 Plans, Investment Advisory services). The company operates as a platform with multiple specialized products that serve customers across every life stage—from young families seeking life insurance protection to retirees planning income strategies. Digital offerings include online calculators for life insurance, retirement, and college savings planning. Recent acquisitions include Fabric (digital life insurance platform, 2022) and Till Financial (family banking fintech, 2026), expanding the company's digital capabilities and family banking services.

Differentiator

Problem solved

Functional benefit

Products and services

• Whole Life Insurance Permanent life insurance with guaranteed premiums and tax-deferred cash value accumulation that remains in place until policy maturity as long as premiums are paid; offered to individuals and families seeking lifelong coverage.
• Universal Life Insurance Flexible permanent life insurance allowing policyholders to adjust premiums and death benefits while accumulating cash value; for individuals needing adaptable lifelong coverage.
• Term Life Insurance Life insurance coverage for a specified period (such as 10, 20, or 30 years) with lower premiums compared to permanent life insurance; for individuals needing temporary coverage.
• Indexed Universal Life Insurance (IUL) Universal life insurance with cash value tied to a market index's performance, offering growth potential with downside protection; for individuals seeking market-linked permanent coverage.
• Dividend Paying Whole Life Insurance Whole life insurance policy that may pay dividends based on insurance company performance, which can be used to reduce premiums, build cash value, or purchase additional coverage; for individuals participating in insurer profits.
• Annuities Contracts providing guaranteed income for life or a specified period in exchange for lump-sum or series of payments; includes fixed, variable, and indexed annuity options for individuals seeking retirement income.
• Individual Retirement Accounts (IRAs) Tax-advantaged retirement savings accounts including Traditional IRAs (tax-deferred growth) and Roth IRAs (tax-free growth and withdrawals); for individuals planning retirement savings.
• Mutual Funds Professionally managed investment vehicles pooling money from multiple investors to purchase a diversified portfolio of stocks, bonds, or other securities; for individual investors seeking diversified exposure.
• 529 College Savings Plan Tax-advantaged education savings plan allowing families to save for future education expenses; for parents and families planning education funding.
• Investment Advisory Personalized investment guidance and portfolio management services to help clients achieve their financial goals; for individuals seeking professional investment advice.
• Small Business Retirement Plans

Quantifiable outcome

• Over 6.3 million customers served across family of companies
• +1 more outcomes

Named customers3 records

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

Two partnerships are on record, tiered core.

• Till FinancialcoreTechnology or Integration · 27 April 2026Western & Southern Financial Group acquired Till Financial, a family banking fintech platform founded in 2018. The acquisition provides Western & Southern's 6.3 million customers access to Till's collaborative platform featuring parental controls, automated allowances, and shared savings goals. The deal marks a strategic expansion into digital family banking services and reinforces Western & Southern's strategy of serving families across every life stage.
• Fabric Technologies Inc. (by Gerber Life)coreTechnology or Integration · 12 January 2022Western & Southern Financial Group completed acquisition of Fabric Technologies Inc. (also known as Fabric by Gerber Life) and its subsidiary Fabric Insurance Agency LLC. Fabric provides a digital life insurance platform and mobile app serving over 60,000 families. Founded in 2015, Fabric had placed billions of dollars in life insurance coverage and raised $30.5 million in funding before the acquisition. The deal accelerated Western & Southern's digital strategy using Fabric's automated platform.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• MetLife: Global life insurance, annuities, and employee benefits carrier competing in the same individual life, group, and retirement markets as W&S in the U.S.
• Mutual of Omaha: Mutual insurance company offering life insurance, annuities, Medicare supplements, and retirement products through agents and direct channels — comparable mutual structure and individual/small-group life focus.
• Prudential Financial: Major life insurance, annuity, retirement, and asset management group with a strong individual life and pension risk transfer franchise — direct competitor in life insurance and retirement income.
• New York Life Insurance Company: Mutual life insurance and annuities company offering whole, term, and universal life products, retirement income, and wealth management — directly comparable mutual structure and product mix to Western & Southern.
• Northwestern Mutual: Mutual financial services group providing life insurance, disability income, annuities, and investment advisory through a financial advisor network — same mutual structure, agent-led distribution, and full life-stage product suite as W&S.
• MassMutual: Mutual life insurance and retirement company with whole/term/universal life, annuities, mutual funds, and investment management — comparable scale, mutual ownership, and broad product portfolio.
• Lincoln Financial Group: Life insurance and annuity carrier with strong emphasis on individual life, variable/fixed annuities, retirement plan services, and group benefits — closely overlapping with W&S's retirement income franchise.
• Guardian Life Insurance Company of America: Mutual life insurer and annuity provider serving individuals and small businesses with life, disability, dental, and retirement products — comparable mutual structure and small-group / individual focus.
• Principal Financial Group: Life insurance, retirement, and investment management company with a strong small/mid-market employer retirement plan business and individual life/annuity products — overlapping small business retirement focus with W&S.
• Nationwide Mutual Insurance Company: Mutual insurance and financial services group offering life insurance, annuities, retirement plans, and investment products distributed through agents — comparable mutual structure and diversified product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/westernandsouthern
• Xx.com/westernsouthern
• Facebookfacebook.com/81316216406

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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

M&A3 records

Investments6 records

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

Frequently asked questions about Western & Southern Financial Group