Lavvi
Lavvi is a B2B SaaS platform that enables life insurance carriers to distribute products across advisor-led, direct-to-consumer, hybrid, and embedded channels via a single API-driven, no-code-configurable system built on Microsoft Azure.
- Company typePrivate
- Founded2007
- HeadquartersMoncton, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Lavvi does
Lavvi is a privately-held B2B SaaS company headquartered in Moncton, New Brunswick, that builds an API-driven sales enablement platform for life insurance carriers. Founded in 2007 and operated by a small team of 11–50 employees, the company sells exclusively to North American life insurance carriers and positions itself as one of the few 'elastic' platforms capable of supporting multiple distribution models — advisor-led, direct-to-consumer, hybrid (advisor-supported self-serve), and embedded/voluntary benefits — from a single configurable codebase. Its platform is built on Microsoft Azure cloud and Azure AI/Cognitive Services, with no-code product configuration, low-code implementation, real-time analytics, automated compliance tooling (configurable Financial Needs Analysis, Reason Why Letter, Advisor Disclosure Forms), and bank-grade security backed by SOC 2 Type II certification audited by Prescient. The platform is delivered as a modular suite (Lavvi Platform core plus Advisor Compliance, Distributor Access, OmniFlow Components, Admin Configuration Portal, and Seamless Checkout modules) with a stated 90-day implementation window.
Lavvi's go-to-market is enterprise sales-led and consultative, targeting carrier C-suites, VP Sales & Marketing, and CTO/IT leadership with structured pilots and business-case support. Pricing is quote-based and modular under annual subscription, with carriers paying only for the components they deploy. The company does not accept traditional venture capital; instead, its capital base is provided by the life insurance industry itself, with carrier customers also holding equity stakes — an ownership structure that aligns investor and customer incentives around long-term product quality. Named enterprise customers include Assumption Life (Assumption Mutual Life), TruStage, UNI, and Umbrella Life. The most prominent case study is with Assumption Life, where Lavvi's platform delivered a 231% year-over-year increase in individual life insurance sales through online channels, a 300% increase in bundling rates, 30% consumer conversion from partner websites, and geographic expansion into Quebec — supported by Lavvi's bilingual (English/French) web presence. The company is actively hiring, maintains a content-led marketing motion (case studies, whitepapers, thought leadership), and has filed the 'Lavvi' trademark, derived from the French 'la vie.'
Lavvi firmographics
Firmographics- Name
- Lavvi
- Legal name
- Lavvi
- Website
- https://lavvi.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lavvi is a B2B SaaS platform that enables life insurance carriers to distribute products across advisor-led, direct-to-consumer, hybrid, and embedded channels via a single API-driven, no-code-configurable system built on Microsoft Azure.
- Ownership category
- akta.pro rank
Where Lavvi is headquartered
LocationHeadquarters
- HQ city
- Moncton
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Lavvi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Platform/SaaS Subscription: Lavvi operates as a B2B SaaS platform for life insurance carriers, generating recurring subscription revenue. The platform is sold on a modular basis where carriers invest in what they need, with scalable options. Revenue is recurring as carriers pay for ongoing platform access, configuration, and support. The company is not VC-backed and the life insurance industry itself has invested in Lavvi, suggesting a capital-efficient model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Flexible modular pricing allowing carriers to invest in specific platform modules |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
Lavvi product offering
Product offeringCore offering
Lavvi is a B2B SaaS API-driven sales enablement platform that helps life insurance carriers digitize and expand their distribution channels. The elastic platform supports multiple distribution models simultaneously — advisor-led, direct-to-consumer, hybrid, and embedded/voluntary benefits — with no-code product configuration, automated compliance, and real-time analytics. It is sold as a modular subscription to insurance carriers, with implementation completed in as little as 90 days.
Product overview
Lavvi offers a unified digital life insurance distribution platform with a modular architecture. The core Lavvi Platform serves as the central system enabling advisor-led, direct-to-consumer, hybrid, and embedded sales models for insurance carriers. This core product is augmented by specialized modules including the Advisor Compliance Module (automated regulatory compliance), Distributor Access Module (partner pipeline visibility and reporting), OmniFlow Components (point-of-sale insurance embedding), Admin Configuration Portal (real-time product configuration), and Seamless Checkout Experience (consumer self-service checkout). All components share the same API-driven, modular infrastructure with no-code/low-code configuration capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Lavvi Platform Core API-driven digital distribution platform for life insurance carriers that enables multiple sales channels — advisor-led, direct-to-consumer, hybrid, and embedded sales models. Supports modular configuration, real-time product updates, and integration with carriers' existing systems via APIs. Target customers are life insurance carriers in North America.
- Advisor Compliance Module Automates regulatory compliance for insurance advisors, including configurable Financial Needs Analysis, Reason Why Letter, and Advisor Disclosure Forms to eliminate regulatory red tape. Sold as an add-on module to life insurance carriers.
- Distributor Access Module Provides distribution partners with full visibility of the sales pipeline through real-time data analytics and reporting, strengthening relationships with key distribution partners. Sold as an add-on module to life insurance carriers.
- OmniFlow Components Enables embedding of life insurance products at the point of sale for important consumer purchases such as investments, mortgages, and living benefits. Allows consumers to top up on existing voluntary benefits. Sold as an add-on module to life insurance carriers.
- Admin Configuration Portal Allows easy no-code configuration of insurance products, medical questions, and rates in real time, with a sophisticated analytics dashboard for reviewing critical data and key reports. Sold as an add-on module to life insurance carriers.
- Seamless Checkout Experience Frictionless self-serve consumer checkout experience with intuitive navigation, access to direct support tools, and consumer-friendly language. Enables carriers to reach consumers directly without an advisor. Sold as an add-on module to life insurance carriers.
Quantifiable outcome
- 231% year-over-year increase in individual life insurance sales through online channels (Assumption Life case study)
- +4 more outcomes
Companies that use Lavvi
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Lavvi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Lavvi partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Assumption Life (Assumption Mutual Life)coreLavvi partnered with Assumption Life to complete a digital transformation, making Assumption Life the first Canadian life insurer to digitalize within the brokerage network. The partnership delivered a 231% YoY increase in individual life insurance sales, expanded the company into new regions including Quebec, and achieved a 300% increase in bundling rates with 30% consumer conversion from partner websites.
Scale indicators5 records
Recent moves6 records
Expansion highlights8 records
Lavvi competitors and assessment
Company assessmentDirect peers
- iPipeline: iPipeline provides a sales-and-underwriting platform for life insurance and annuity carriers, including illustration, e-application, and post-issue service workflows. It is the most direct competitor to Lavvi's carrier-facing life insurance distribution platform, with overlapping customers in the North American life market.
- Insurance Technologies Corporation (ITC): ITC offers carrier-grade tools for life insurance and annuity distribution including TurboApp, Illustration, and comparative raters. Like Lavvi, it focuses on digitalizing the advisor and consumer distribution motion for life carriers.
Broad incumbents
- Majesco: Majesco is a long-established insurance SaaS platform serving P&C, life, and group carriers with core, distribution, and analytics suites. It competes in the same carrier sales-and-service space as Lavvi but operates at much broader scope and scale.
- Duck Creek Technologies: Duck Creek provides a SaaS core platform for P&C and life carriers including policy administration, billing, and distribution. Like Lavvi, it serves insurance carriers via configurable software, though at much larger enterprise scale.
- Guidewire Software: Guidewire is the dominant insurance core platform vendor for P&C and life carriers, offering policy, billing, and claims solutions. While Lavvi is more focused on the distribution layer, both vendors sell configurable, integration-heavy software to carriers.
- Sapiens International: Sapiens provides core, reinsurance, and digital insurance software to life, P&C, and annuity carriers worldwide. It competes in the same carrier-software category as Lavvi but with a far broader product portfolio.
- Ebix (EbixExchange): Ebix operates life insurance and annuity exchanges and carrier software, with deep carrier relationships in North America. Its exchange and illustration capabilities overlap with Lavvi's distribution platform.
Emerging players
- Ethos Life: Ethos is a digital life insurance platform that uses underwriting automation and a direct-to-consumer model. While Lavvi serves carriers and Ethos sells directly to consumers, both target the digital life insurance distribution space with API-first architecture.
- Bestow: Bestow is a digital life insurance carrier/platform serving consumers and embedded distribution partners via APIs. It overlaps with Lavvi's API-driven distribution strategy and embedded insurance use cases.
Others
- Tia Technology (now Insurity): Tia/Insurity offers digital insurance platform components used by European and North American carriers, including life and specialty lines. It is comparable as an adjacent carrier-software vendor with overlap in digital distribution tools.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lavvi social profiles
Digital presenceLavvi compliance and trust
Trust signalCompliance2 records
Lavvi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lavvi leadership team
Management profileNumber of profiles
Profiles3 records
Lavvi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lavvi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lavvi
What does Lavvi do?
Lavvi is a B2B SaaS API-driven sales enablement platform that helps life insurance carriers digitize and expand their distribution channels. The elastic platform supports multiple distribution models simultaneously — advisor-led, direct-to-consumer, hybrid, and embedded/voluntary benefits — with no-code product configuration, automated compliance, and real-time analytics. It is sold as a modular subscription to insurance carriers, with implementation completed in as little as 90 days.
Is Lavvi a public or private company?
Lavvi is a private company. It is classified as corporate owned and is currently operating.
When was Lavvi founded?
Lavvi was founded in 2007. It employs 11 to 50 people.
Where is Lavvi based?
Lavvi is headquartered in Moncton, Canada, in the North America region.
How does Lavvi make money?
One revenue line is on record: platform/SaaS Subscription.
Who are Lavvi's main competitors?
Direct peers on record are iPipeline and Insurance Technologies Corporation (ITC). Broad incumbents are Majesco, Duck Creek Technologies, Guidewire Software, Sapiens International and Ebix (EbixExchange). Emerging players are Ethos Life and Bestow. Tia Technology (now Insurity) is listed as an others.
Does Lavvi have an API?
Yes. Lavvi is an API-driven sales enablement platform for insurance carriers. The platform allows carriers to pull data into their existing systems via API. It is described as elastic enough to support multiple insurance product distribution methods including advisor-led, direct-to-consumer, hybrid, and embedded sales models. Implementation is streamlined with a 90-day deployment timeline. The platform supports no-code product configuration for real-time updates and low-code implementation for greater speed.