Everly

What Everly does

Everly Life Insurance Company is a digitally-native life insurance carrier founded in 2021 that designs, underwrites, and distributes indexed universal life (IUL) insurance in the United States. The company's sole product, IUL TermVest+, offers flexible lifelong protection with term-like pricing during a fixed cost period of 10 to 30 years, cash value accumulation through indexed accounts, and an included Accelerated Benefit Rider for qualifying health events. Coverage amounts range from $50,000 to $2 million, and the policy is structured to support both protection and tax-advantaged savings use cases.

The company's core technology is a dynamic underwriting engine that replaces traditional medical-exam-based underwriting with alternative data inputs—principally motor vehicle reports and prescription history—achieving a 60% straight-through decision rate and an average application completion time of under one hour. Everly is licensed to operate in 49 U.S. states (excluding New York) and holds an A- (Excellent) AM Best financial strength rating. As of Q4 2025, the carrier reports $433M+ in assets under management, 200,000+ policyholders, and $900M+ in cumulative protection issued by Q1 2026.

Everly generates revenue primarily through insurance premiums and embedded distribution partnerships. The company operates a four-channel distribution architecture: direct-to-consumer digital sales through its own website, white-label solutions delivered under partner brands, retail distribution partnerships with agencies expanding their portfolios, and embedded insurance integrated directly into partner CRMs and platforms. Customers are split between individual consumers purchasing directly and B2B partners—including financial institutions, agencies, fintech platforms, and innovative brands—that distribute Everly's products through their own channels. The company is remote-first, headquartered in Topeka, Kansas, and operates with 11-50 employees.

Name

Everly

Legal name

Everly Life Insurance Company

Website

https://everlylife.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Everly is a digital-first life insurance carrier offering indexed universal life insurance (IUL TermVest+) to individual consumers and through embedded white-label partnerships with financial institutions, agencies, and brands across 49 U.S. states.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Direct Life Insurance Carriers (524113), Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Life Insurance (6311)

akta.pro primary industry

Indexed Universal Life (IUL) Insurance (FSAIABAC)

akta.pro secondary industries

Simplified Issue Whole Life / UL Insurance (FSAIABAH), Universal Life (UL) Insurance (FSAIABAB)

Keywords

• Indexed universal life
• Embedded insurance
• Life insurance products
• White label insurance
• Permanent life insurance

Headquarters

HQ city

Topeka

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Insurance Premium Revenue: Everly generates revenue through indexed universal life insurance premiums from IUL TermVest+ policies, which offer flexible protection and cash value accumulation features.
2. Embedded/White-Label Insurance Partnerships: Revenue from embedding insurance products into partner platforms (financial institutions, agencies, brands) under white label arrangements, with Everly handling underwriting, policy administration, and compliance.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Everly is a digital-first life insurance carrier offering indexed universal life insurance through its IUL TermVest+ product, providing lifelong protection with cash value accumulation, living benefits via an accelerated benefit rider, and no medical exam underwriting. The company distributes both directly to consumers online and as an embedded/white-label insurance partner to financial institutions, agencies, and digital brands.

Product overview

Everly offers a single unified life insurance product: IUL TermVest+, an indexed universal life insurance policy branded as 'Made for Living.' This product combines lifelong protection with cash value accumulation features, including flexible term-like pricing during a fixed cost period and living benefits through an accelerated benefit rider for qualifying health events. The company's product portfolio is centered entirely on this IUL offering, which serves as the sole named product across all marketing and educational materials.

Differentiator

Problem solved

Functional benefit

Products and services

• IUL TermVest+ An indexed universal life insurance policy branded 'Made for Living' that offers flexible lifelong protection with term-like pricing during a fixed cost period of 10-30 years, accessible cash value growth via loans or withdrawals, an included Accelerated Benefit Rider for qualifying health events, and coverage amounts from $50,000 to $2 million. Targeted at individual consumers and partner platforms seeking digital-first life insurance with no medical exams required.

Quantifiable outcome

• 60% of applications receive instant decision
• +2 more outcomes

Named customers1 record

Segments3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Life InnovatorscoreStrategic or Co-development PartnerLife Innovators is an independent product development firm partnered with Everly to develop unique and differentiated life insurance and annuity products. Bobby Samuelson serves as President & CEO of Life Innovators and Chief Product Officer at Everly, bringing third-generation insurance industry expertise.
• Settlers LifeminorOthersEverly handles policies issued by Settlers Life. Customers with questions about Settlers Life policies can call 800.542.8711, Mon-Fri 7:30am-4:30pm CT.

Scale indicators7 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Haven Life: Digital term life insurer backed by MassMutual, offering instant decision and no-medical-exam policies online. Comparable in digital-first underwriting approach, simplified-issue philosophy, and consumer-facing brand emphasis.
• Bestow: Digital-first life insurance carrier offering term life online with no medical exams and an embedded/partner distribution model. Closely comparable to Everly in product category (life insurance), digital underwriting philosophy, and emphasis on white-label/embedded partnerships.
• Ethos: Digital life insurance company selling term and whole life policies directly online with simplified underwriting and a partner channel for embedded distribution. Directly comparable in target customer (digital-native consumers), simplified-issue model, and B2B2C go-to-market.
• Fidelity Life Association: Direct-to-consumer life insurance carrier with a strong digital issuance platform offering term, whole life, and indexed universal life products. Comparable in offering IUL products through a digital/agent-hybrid channel aimed at middle-market consumers.
• Ladder: Fully digital term life insurer with a flexible coverage adjustment model sold direct-to-consumer online. Comparable in digital-only, simplified-issue, and consumer-friendly product experience, though focused on term rather than permanent life.

Broad incumbents

• National Western Life Insurance Group: Specialty life and annuity carrier with a meaningful indexed universal life / annuity franchise targeted at middle-income consumers through independent agents. Comparable in IUL-centric product focus and middle-market customer profile.
• Corebridge Financial: Major U.S. life and retirement carrier (formerly AIG Life & Retirement) with significant indexed universal life and annuity product lines. Comparable as an IUL peer at scale, with overlapping target customer and distribution mix.
• Brighthouse Financial: Large publicly traded life and annuity carrier (former MetLife retail division) with a major indexed universal life and annuity franchise. Comparable in IUL product category and in being a former professional home for Everly's CPO Bobby Samuelson; broader in scale and product mix.

Emerging players

• Policygenius: Online insurance marketplace that compares and distributes life (and other) policies from multiple carriers, with an embedded insurance API/POL approach. Comparable in digital-first life insurance distribution and partner enablement, though it is a brokerage rather than a carrier.
• SelectQuote: Direct-to-consumer lead generation and distribution platform for life insurance (term, whole, universal) and other senior market products. Comparable in scaled consumer-acquisition motion for life insurance, though focused more on term and senior products than IUL.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/everlylife
• LinkedInlinkedin.com/company/everlyinsurance
• Instagraminstagram.com/everlylife
• Xx.com/EverlyLife

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Everly