Gerber Life Insurance Company

What Gerber Life Insurance Company does

Gerber Life Insurance Company is a U.S. life insurer founded in 1967 by Gerber Products Company and now operating as a wholly-owned subsidiary of Western & Southern Financial Group Inc. The company underwrites and distributes a family-focused life insurance portfolio including Term Life (issued by Western-Southern Life Assurance Company, $100K-$2M coverage for adults 18-70), Whole Life ($50K-$1M, 18-80), Guaranteed Life for seniors 50-80 ($5K-$25K, no health questions), Accident Protection (AD&D, $50K-$500K), the Grow-Up Plan children's whole life product, the Gerber Life Insurance College Plan endowment, and a Family Plan bundling term or whole coverage with optional spouse and child riders.

The company runs a multi-channel distribution model combining direct-to-consumer digital sales (gerberlife.com, the Fabric by Gerber Life platform, phone sales) with an independent agent network and Just-In-Time appointments via its Gerber Life Agent Portal. Fabric by Gerber Life extends the offering into Kids Investment Accounts (UGMA), Digital Wills, and W&S Advisory Services, an SEC-registered investment adviser, positioning Gerber Life within a broader family financial planning ecosystem. Revenue is generated primarily through recurring monthly premiums across these products, with pricing tiers ranging from sub-$10/month AD&D policies to multi-hundred-dollar College Plan unit payments.

Gerber Life is rated A+ (Superior) by AM Best and reported $66 billion of life insurance in force as of December 2024 across Gerber Life and Western-Southern Life Assurance. Geographic scope is the United States, with Whole Life and Term Life unavailable in New York and Guaranteed Life unavailable in Montana. The parent company's May 2026 acquisition of Till Financial signals an intent to extend further into family-focused financial products, though the company remains privately held and does not publicly disclose revenue.

Name

Gerber Life Insurance Company

Legal name

Gerber Life Insurance Company

Website

https://gerberlife.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

251–500 employees

Short description

Gerber Life Insurance Company is a U.S. life insurer (founded 1967) and wholly-owned subsidiary of Western & Southern Financial Group that underwrites and distributes family-focused term, whole, guaranteed-issue, and children's life insurance products directly online, via phone, and through independent agents.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Direct Life Insurance Carriers (524113), Direct Life, Health, and Medical Insurance Carriers (52411), Insurance Carriers (5241)

SIC

Life Insurance (6311), Insurance Carriers, Nec (6399), Accident & Health Insurance (6321)

akta.pro primary industry

Whole Life Insurance (FSAIABAA)

akta.pro secondary industries

Level Term Life Insurance (FSAIAAAA), Guaranteed Issue Whole Life Insurance (FSAIABAG), Group AD&D (Standalone or Bundled with Life) (FSAIADAG)

Keywords

• Life insurance products
• Term life coverage
• Whole life insurance
• Accidental death insurance
• College savings plans

Headquarters

HQ city

Fremont

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Life Insurance Premiums: Recurring premium payments from term life, whole life, guaranteed life, and children's life insurance policies. Premium amounts vary based on coverage amount, policyholder age, health status, and coverage term length.
2. Accident Protection Insurance Premiums: Recurring monthly premiums for AD&D coverage ranging from $50,000 to $500,000 in coverage benefits.
3. College Plan Endowments: Endowment-style savings plan with guaranteed payout at maturity ($10,000 to $150,000) combined with life insurance coverage for adults aged 18-60.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels11 records

Core offering

Gerber Life Insurance Company sells individual life insurance products directly to consumers and families in the United States, including Term Life, Whole Life, Guaranteed Life for adults 50+, Accident Protection (AD&D), the Grow-Up Plan children's whole life policy, a College Plan endowment, and a Family Plan bundling coverage. It also offers Kids Investment Accounts (UGMA) and Digital Wills through its Fabric by Gerber Life digital platform, with investment advisory services provided by W&S Advisory Services, LLC.

Product overview

Gerber Life Insurance Company offers a comprehensive portfolio of life insurance and financial planning products for children and adults, marketed under the Gerber Life brand as part of Western & Southern Financial Group. The core product lineup includes Term Life Insurance and Whole Life Insurance (issued by different carriers within the group), Guaranteed Life Insurance for seniors, Accident Protection (AD&D) coverage, the Grow-Up Plan for children's whole life insurance, and the Gerber Life Insurance College Plan. The Family Plan serves as a flexible platform allowing bundled Term or Whole life coverage with optional spouse and child riders. Adjacent offerings include Kids Investment Accounts and Digital Wills offered through the Fabric by Gerber Life subsidiary. Products range from budget-friendly basic coverage to permanent policies with cash value accumulation, targeting families across all life stages.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance Term life insurance providing coverage for a specific period (10, 20, or 30 years) at affordable rates. Issued by Western-Southern Life Assurance Company. Available for adults ages 18-70 with coverage from $100,000 to $2 million.
• Whole Life Insurance Permanent life insurance that builds cash value over time and provides lifelong coverage as long as premiums are paid. Issued by Gerber Life Insurance Company. Available for adults ages 18-80 with coverage from $50,000 to $1 million.
• Guaranteed Life Insurance (50+) Permanent life insurance for adults ages 50-80 with guaranteed acceptance regardless of health status. Coverage from $5,000 to $25,000 to help cover final expenses. Issued by Gerber Life Insurance Company.
• Accident Protection Insurance Accidental Death and Dismemberment (AD&D) insurance providing cash benefits for covered accidental death or disabling injuries 24/7 worldwide. Available for adults ages 18-69 with coverage from $50,000 to $500,000. No medical exam required.
• Grow-Up® Plan Whole life insurance for children ages 14 days to 14 years with coverage from $10,000 to $50,000. Coverage automatically doubles during age 18 at no extra cost. Builds cash value and includes guaranteed right to purchase additional coverage as an adult regardless of health.
• Gerber Life Insurance College Plan Endowment policy combining college savings with adult life insurance. Guaranteed payout of $10,000 to $150,000 when the plan matures. Available for adults aged 18-60 to save for a child's future.
• Family Plan Flexible life insurance platform allowing customers to choose Term or Whole life coverage for themselves, with the option to include coverage for spouse (up to $50,000) and children (up to $10,000 per child) all on one policy.
• Kids Investment Account (UGMA) UGMA (Uniform Gifts to Minors Act) investment account helping kids achieve their future dreams. Offered through Fabric by Gerber Life with investment advisory services provided by W&S Advisory Services, LLC (SEC registered investment adviser).
• Digital Wills Free online wills that customers can create in minutes. Offered through Fabric by Gerber Life platform.

Quantifiable outcome

• Coverage doubles automatically at age 18 with no premium increase
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Till FinancialcoreStrategic or Co-development Partner · 1 May 2026Western & Southern Financial Group (parent company of Gerber Life) acquired Till Financial. The acquisition is designed to expand Gerber Life Insurance's family-focused product offerings. This marks Western & Southern's first deal since 2022, with stated sufficient capital for additional acquisition opportunities.
• Western-Southern Life Assurance CompanycoreStrategic or Co-development PartnerTerm Life Insurance is issued by Western-Southern Life Assurance Company (not Gerber Life Insurance Company directly). Both Gerber Life Insurance Company and Western-Southern Life Assurance Company are rated A+ (Superior) by AM Best.
• Fabric by Gerber LifecoreTechnology or IntegrationFabric by Gerber Life is the digital platform for Kids Investment Accounts (UGMA), Digital Wills, and online insurance applications. Investment advisory services are provided by W&S Advisory Services, LLC, an SEC registered investment adviser. The platform extends Gerber Life's digital capabilities and modern customer experience.
• Gerber Products CompanyminorOEM/ Whitelabel/ Licensing PartnerGerber Life is a registered trademark used under license from Société des Produits Nestlé S.A. and Gerber Products Company. Brand licensing arrangement leveraging the trusted Gerber brand name in the insurance market.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• MetLife: MetLife is a top-tier global life insurance carrier offering term, whole, and universal life through employer, advisor, and direct channels, overlapping with Gerber Life's product mix but serving a broader customer base and larger employers. As a broad incumbent, MetLife is a competitive benchmark for scale, ratings, and distribution breadth.
• State Farm: State Farm sells term and whole life through its captive agent force as part of a broader P&C and life portfolio, overlapping with Gerber Life's term and whole life products and Family Plan concept. State Farm's brand trust and household penetration make it a comparable benchmark for Gerber's family-focused positioning.

Direct peers

• Primerica: Primerica sells term life as its flagship product to middle-income families through a large independent representative sales force, directly overlapping Gerber Life's Term Life and Family Plan offerings and middle-market family segment. Both companies target the same budget-conscious U.S. household with no-medical-exam, affordable coverage.
• Lincoln Financial Group: Lincoln Financial offers term life, universal life, and indexed universal life through advisor and direct channels, competing with Gerber Life across its product suite. Their LifeFoundry platform and family-focused riders overlap with Gerber's Family Plan concept of bundling primary insured plus spouse and child coverage.
• Northwestern Mutual: Northwestern Mutual is a mutual life insurer specializing in whole life with cash value accumulation and dividend-paying permanent policies, mirroring Gerber Life's Whole Life and College Plan endowment-style products. Both compete in family financial planning, though Northwestern Mutual skews toward higher face amounts and wealthier households.
• Globe Life: Globe Life is a direct competitor to Gerber Life, both targeting middle-income American families with simplified-issue and whole life products distributed through direct-to-consumer and agent channels. Globe Life's American Income Life and Family Heritage divisions mirror Gerber's focus on budget-friendly family protection.
• Mutual of Omaha: Mutual of Omaha offers simplified-issue whole life, guaranteed issue whole life for seniors, and final-expense coverage through direct and agent channels, directly paralleling Gerber Life's Whole Life, Guaranteed Life, and accident protection lineup. Both serve U.S. families and seniors with mutual-style permanence.
• New York Life: New York Life is one of the largest U.S. mutual life insurers, with deep whole life, term life, and guaranteed issue coverage sold through a captive agent force, directly comparable to Gerber Life's whole life and guaranteed life offerings. They compete for the same family financial planning consumer, though NYL focuses more on affluent households.

Emerging players

• Haven Life: Haven Life is a digital-first term life insurer (backed by MassMutual) offering fully online underwriting without medical exams, targeting the same young-family, budget-conscious buyer as Gerber Life's Term Life product. They are a fast-growing DTC competitor pressuring Gerber's direct channel in the term life category.
• Bestow: Bestow is a digital-native life insurance carrier offering instant, no-medical-exam term life up to $1.5M, targeting young families online. They overlap directly with Gerber Life's no-medical-exam positioning and DTC channel but with a younger, tech-first brand and faster issue times.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/gerberlife
• YouTubeyoutube.com/user/gerberlife
• Facebookfacebook.com/gerberlife
• LinkedInlinkedin.com/company/gerber-life-insurance-company
• Instagraminstagram.com/GerberLife
• Pinterestpinterest.com/gerberlife

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Gerber Life Insurance Company