Life Quotes

What Life Quotes does

LifeQuotes.com (legal name Life Quotes Partners, LLC, formerly Quotesmith Corporation) is a US-based Internet insurance exchange founded in 1984 by Robert S. Bland and headquartered at 850 North Cass Avenue, Suite 102, Westmont, Illinois. The company operates a direct-to-consumer online and phone-based platform that delivers anonymous instant rate comparisons from 50 leading life insurance carriers — including Prudential, MassMutive, Nationwide, Pacific Life, Transamerica, Mutual of Omaha, John Hancock, Lincoln Financial, Aflac and others — using proprietary rating technology with carrier underwriting guidelines disclosed pre-purchase. Core products include term life (10/15/20/25/30-year and lifetime), whole life, universal life, simplified-issue burial/final expense insurance ($10K-$25K), accidental death coverage, and an instant-decision no-exam underwriting option now available up to $10 million in coverage.

The platform is supported by approximately 90 salaried insurance professionals reachable 7 days a week from 7 AM to 11 PM CT, enabling both self-service paperless online purchase and assisted phone fulfillment. Product surface extends beyond life into auto, home, health, disability, long-term care, Medicare supplement and travel insurance, delivered through partner integrations (AnswerFinancial, eHealth, SelectQuote, Breeze). The company also white-labels its quoting and fulfillment technology for carriers, banks, credit unions, P&C agencies and trade associations, and generates supplementary revenue by selling website traffic and leads to agents and brokers.

LifeQuotes monetizes primarily through carrier commissions on policies placed, with secondary revenue from lead generation and B2B private-label technology/fulfillment fees. Since 1984 the platform has placed over 425,000 policies with more than 430,000 customers served, currently carries an A+ BBB rating, and reported its 15th consecutive year of profitability as of January 2026. The company completed a going-private transaction under founder Robert Bland in 2010, operates under an LLC structure domiciled in Illinois, and was acquired by Keystone Agency Partners (KAP) in January 2024 as KAP's 20th platform partner, now operating as a wholly-owned unit of KAP.

Name

Life Quotes

Legal name

Life Quotes Partners, LLC

Website

https://lifequotes.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

LifeQuotes.com is a US-based online life insurance exchange founded in 1984, operating a direct-to-consumer platform that delivers anonymous instant quotes from 50 leading carriers and supports paperless purchase via salaried agents, serving individuals and partner institutions seeking term, whole, universal and final-expense life coverage.

Ownership category

akta.pro rank

Product category

Life Insurance Comparison & Distribution Platform

NAICS

Insurance Carriers and Related Activities (524)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Level Term Life Insurance (FSAIAAAA)

akta.pro secondary industries

Whole Life Insurance (FSAIABAA), Final Expense / Burial Life Insurance (FSAIABAF), Simplified Issue (No-Exam) Term Life Insurance (FSAIAAAH)

Keywords

• Life insurance comparison
• Instant term life quotes
• Final expense insurance
• No-exam life underwriting
• Insurance exchange platform

Headquarters

HQ city

Westmont

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: Commissions and fees paid by insurers based upon the volume of business produced. Generates revenues from receipt of commissions paid by insurers for policies sold through the platform.
2. Lead Generation: Revenue generated from the sale of website traffic and insurance leads to agents and brokers
3. Private Label Technology Services: Provides co-branded life insurance technology and fulfillment services to insurance companies, financial institutions, banks, credit unions, property & casualty agencies, trade associations and other affinity groups with large customer bases

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

LifeQuotes.com operates an Internet-based life insurance exchange and price comparison platform that delivers instant, anonymous quotes from 50 leading U.S. life insurance carriers spanning term life, whole life, universal life, final expense, and accidental death coverage ranging from $5,000 to $25 million. Customers can compare rates, see underwriting guidelines in advance, and purchase policies online or via phone with salaried agents, with paperless application and instant decision no-exam underwriting available up to $10 million for qualified applicants.

Product overview

LifeQuotes.com operates as an Internet-based life insurance exchange and price comparison platform. The core product is an instant quote platform that aggregates rates from 50 leading life insurers, enabling customers to compare, select, and purchase policies online or via phone. The platform distributes term life insurance (10-30 year level term and lifetime options), whole life, universal life, burial/final expense, and accidental death coverage ranging from $5,000 to $25 million. A key feature is instant decision no-exam underwriting available up to $10 million. The company supplements life insurance with auto, home, health, disability, long-term care, Medicare supplement, and travel insurance quotes through partner relationships. All offerings are supported by salaried agents available seven days a week.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance Level term life insurance policies with initial rate guarantees of 10, 15, 20, 25, 30 years or lifetime, renewable without evidence of insurability to age 90+ and convertible to permanent insurance without further underwriting; offered through LifeQuotes' 50-insurer comparison platform for individual consumers.
• Whole Life Insurance Permanent life insurance with level premiums and coverage that remains level for life, building cash value over time; distributed via LifeQuotes' instant quote platform.
• Universal Life Insurance Permanent insurance with flexible premium payments and adjustable death benefits, providing lifetime coverage with cash value accumulation; distributed through LifeQuotes' comparison platform.
• Burial and Final Expense Insurance Simplified-issue whole life policies ranging from $10,000 to $25,000 designed to cover funeral costs and final expenses, available with no health questions asked for ages 45-85 with coverage beginning after waiting periods.
• Accidental Death Insurance Supplemental coverage that pays benefits in addition to basic life insurance when death occurs due to accident; distributed through LifeQuotes' comparison platform.
• Instant Decision No-Exam Life Insurance (up to $10 million) No-medical-exam underwriting option providing instant coverage decisions for healthy applicants up to $10 million, enabling completion in a single phone call without paramedical examination.
• Private-Label/Co-Branded Life Insurance Technology and Fulfillment Services White-label technology and fulfillment services offering that delivers co-branded life insurance quoting, telephone sales, and fulfillment support to insurance companies, financial institutions, banks, credit unions, P&C agencies, trade associations, and other affinity groups with large customer bases; also provides overflow, night and weekend telephone sales and fulfillment services for larger insurance organizations.

Quantifiable outcome

• 15 consecutive years of profitability
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Keystone Agency Partners (KAP)coreStrategic or Co-development Partner · 12 January 2024LifeQuotes.com was acquired by Keystone Agency Partners (KAP) as its 20th platform partner. KAP is recognized by Business Insurance as the 27th largest retail broker and 5th fastest-growing broker in the United States. KAP was founded in 2020 and continues to drive innovation and growth in the insurance industry.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Policygenius: Direct-to-consumer insurance comparison marketplace focused primarily on life insurance (term, whole, universal) with expanding health, disability, and P&C lines. Closest direct competitor to LifeQuotes' core instant-quote, multi-carrier comparison model.
• SelectQuote: Publicly traded senior-focused multi-line insurance comparison platform (term life, final expense, Medicare Supplement, auto, home). Directly comparable direct-to-consumer life insurance comparison model with a call-center fulfillment overlay.
• Quotacy: Online term life insurance comparison and brokerage, pulling quotes from multiple carriers and offering personalized agent support. Closely matches LifeQuotes' term-life focus and comparison-shopping positioning.
• Insurify: Multi-line insurance comparison marketplace (auto, home, life, health) with an AI-driven quoting experience. Overlaps with LifeQuotes' broader insurance distribution ambitions beyond life.
• SmartFinancial: Online insurance comparison platform distributing auto, home, life, and health products through carrier and agent networks. Comparable aggregator business model serving similar SMB/consumer customers.

Emerging players

• Haven Life: Digital-first term life insurer backed by MassMutual, offering instant online application and no-exam policies. Competes for the same online term-life buyer but is itself a carrier rather than an aggregator — partially overlapping with LifeQuotes' no-exam offering up to $10M.
• Bestow: Direct-to-consumer term life insurance carrier using algorithmic underwriting for instant coverage decisions. Represents the digital-carrier disintermediation threat to LifeQuotes' aggregator model.
• Ladder Financial: Online term life insurance carrier offering fully digital application and adjustable coverage. Targets the same digitally native life insurance shopper with a direct-carrier model that competes with LifeQuotes' no-exam options.
• Ethos Life: Digital life insurance carrier using simplified-issue and instant-decision underwriting for term and whole life policies. Comparable to LifeQuotes' simplified-issue and no-exam capabilities, and a meaningful direct-carrier competitor.

Broad incumbents

• The Zebra: Established online insurance comparison platform initially focused on auto and home, expanding into life and other lines. Broader incumbent with overlapping aggregator business model and strong consumer brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/life_quotes_inc
• LinkedInlinkedin.com/company/life-quotes-inc.
• Facebookfacebook.com/LifeQuotescom-175377389849567

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Life Quotes