Fidelity Life
Fidelity Life Association, founded in 1896 and based in Des Plaines, Illinois, is a privately held U.S. life insurer serving individual consumers and seniors with term, permanent, final expense, and accidental death products under its proprietary RAPIDecision® same-day, no-exam underwriting platform, distributed online, through licensed agents, and via aggregator and carrier partners.
- Company typePrivate
- Founded1896
- HeadquartersChicago, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Fidelity Life does
Fidelity Life Association (DBA Fidelity Life) is a privately held U.S. life insurance carrier founded in 1896 and headquartered in Des Plaines, Illinois, operating as a subsidiary of Vericity. The company sells term life, permanent life, final expense, and accidental death insurance to individual consumers and seniors, with product coverage tiers ranging from $50,000 accidental death policies up to $1 million in term life and $150,000 in senior whole life. Its underwriting is anchored by the proprietary RAPIDecision® process, which uses public databases and simplified-issue criteria to deliver same-day approvals and no-exam coverage across most of the product line, targeting customers who face barriers in traditional fully underwritten markets — including older applicants, individuals with pre-existing health conditions, and workers in high-risk occupations.
The company's go-to-market is hybrid: a direct-to-consumer online portal (life.fidelitylife.com) for self-service quoting and purchase, licensed agent-assisted sales by phone, and a large partnership network spanning insurance aggregators (eHealth Insurance, PolicyFuel, GoHealth, SelectQuote) and referral relationships with major carriers such as AIG, Allstate, GEICO, State Farm, Prudential, MetLife, USAA, AARP, Humana, and Kaiser Permanente. Revenue is generated through recurring monthly and annual life insurance premiums, with pricing tiered by age, health status, coverage amount, and term length.
Marketing and customer acquisition are driven by content (Life Insurance 101 educational hub, SEO, paid search), an active social presence on LinkedIn, Instagram, and Facebook, and a modest executive bench (President & CEO Jim Harkensee, CMO Laura Zimmerman, Head of Digital Marketing & Experience Keary Phillips). The company is BBB Accredited and was named one of America's Best Insurance Companies for 2026 by Forbes.
Fidelity Life firmographics
Firmographics- Name
- Fidelity Life
- Legal name
- Fidelity Life Association
- Website
- https://fidelitylife.com
- Company type
- Private
- Founded year
- 1896
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fidelity Life Association, founded in 1896 and based in Des Plaines, Illinois, is a privately held U.S. life insurer serving individual consumers and seniors with term, permanent, final expense, and accidental death products under its proprietary RAPIDecision® same-day, no-exam underwriting platform, distributed online, through licensed agents, and via aggregator and carrier partners.
- Ownership category
- akta.pro rank
Fidelity Life industry classification
Industry- Product category
- Life Insurance
- NAICS
- Direct Life Insurance Carriers (524113)
- SIC
- Life Insurance (6311)
- akta.pro primary industry
- Level Term Life Insurance (FSAIAAAA)
- akta.pro secondary industries
- Final Expense / Burial Life Insurance (FSAIABAF), Whole Life Insurance (FSAIABAA)
Keywords
Where Fidelity Life is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fidelity Life business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Life Insurance Premiums: Fidelity Life generates revenue through monthly and annual premium payments collected from policyholders across term life, permanent life, final expense, and accidental death benefit insurance products. Premium amounts are based on age, health status, coverage amount, and policy term length.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | RAPIDecision® Life - 10 Year Term |
| Subscription | Monthly | RAPIDecision® Life - 20 Year Term |
| Subscription | Monthly | RAPIDecision® Life - 30 Year Term |
| Unit Pricing | Monthly | Term Life Rate Chart by Age and Coverage |
| Subscription | Monthly | Final Expense Insurance |
| Subscription | Monthly | Accidental Death Benefit Insurance |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Fidelity Life product offering
Product offeringCore offering
Fidelity Life Association is a Legal Reserve Life Insurance Company that sells affordable life insurance directly to U.S. consumers, including term life, permanent/senior whole life, final expense, and accidental death benefit policies. Its core differentiator is the proprietary RAPIDecision® underwriting process, which enables same-day approvals and no-medical-exam coverage up to $1 million for term life and up to $35,000 for final expense. Policies are sold online, by phone with licensed agents, and through carrier partner and aggregator referral channels.
Product overview
Fidelity Life offers a portfolio of life insurance products centered around its proprietary RAPIDecision® branded product line. The core offerings include term life insurance (RAPIDecision® Life, Senior Life, and Express variants) with terms of 10-30 years and coverage up to $1 million, permanent life insurance (RAPIDecision® Senior Whole Life) for ages 50-85, and final expense insurance products (RAPIDecision® Final Expense and Guaranteed Issue Life) with coverage up to $35,000 for ages 50-85. The company also offers standalone Accidental Death Insurance with coverage from $50,000 to $500,000. Supplementary coverage is available through six rider options including Accidental Death Benefit, Family Accidental Death Benefit, Terminal Illness, Child, Inflation, and Return of Premium riders. The RAPIDecision® process enables same-day approval and no-exam options across multiple products.
Differentiator
Problem solved
Functional benefit
Brands
- RAPIDecision®: Proprietary life insurance approval process offering same-day decisions and no medical exam options for term life, senior life, final expense, and guaranteed issue life insurance products.
Products and services
- RAPIDecision® Life Term life insurance offering coverage for 10–30 years with coverage amounts from $50,000 to $1 million. Uses the proprietary RAPIDecision® process for same-day approval in many cases, with no medical exam required or the option to delay the exam up to six months. Designed for everyday Americans seeking affordable family protection.
- RAPIDecision® Senior Life Term life insurance designed specifically for seniors, available up to age 70, with no medical exam requirements. Provides traditional term life coverage adapted for older applicants.
- RAPIDecision® Express Express variant of the RAPIDecision® term life insurance product line, offering a streamlined application and approval process for faster coverage.
- RAPIDecision® Final Expense Final expense insurance with coverage up to $35,000, designed for ages 50–85 to cover end-of-life costs. Includes a health questionnaire as part of the approval process.
- RAPIDecision® Guaranteed Issue Life Guaranteed acceptance life insurance providing permanent coverage regardless of health status, with coverage available up to age 85. No medical exam or health questionnaire required.
- RAPIDecision® Senior Whole Life Permanent whole life insurance for seniors ages 50–85, offering up to $150,000 in coverage with no medical exam required. Qualifies through a few health questions only.
- Accidental Death Insurance Standalone accidental death benefit insurance with coverage amounts ranging from $50,000 to $500,000. Available for applicants ages 20–59 with guaranteed approval and no medical exam required.
Quantifiable outcome
- Same-day approval on term life insurance in many cases
- +3 more outcomes
Companies that use Fidelity Life
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Fidelity Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Fidelity Life partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- eHealth InsurancecoreInsurance comparison and marketplace platform that refers customers seeking life insurance coverage to Fidelity Life products.
- PolicyFuelcoreInsurance lead generation and comparison platform directing consumers to Fidelity Life for life insurance quotes and policies.
- GoHealthcoreHealth and life insurance marketplace partner that refers customers to Fidelity Life for life insurance coverage options.
- SelectQuotecoreInsurance comparison platform that connects consumers with Fidelity Life and other carriers for life insurance quotes.
- AIG DirectminorDirect-to-consumer insurance platform under AIG that markets life insurance products including referrals to Fidelity Life.
- GEICOminorMajor insurance carrier with potential referral relationships for customers seeking additional coverage beyond auto insurance.
- MetLifeminorLarge insurance carrier with potential co-marketing or referral relationships in the life insurance marketplace.
- NationwideminorInsurance carrier with potential referral or co-marketing relationships for life insurance products.
- Anthem / Blue Cross Blue ShieldminorMajor health insurer with potential referral relationships for customers seeking life insurance alongside health coverage.
- United HealthcareminorMajor health insurance provider with potential referral relationships for life insurance products.
- AARPminorOrganization offering insurance products to members, potentially including referrals to Fidelity Life for life insurance coverage.
- HumanaminorHealth insurance carrier with potential referral relationships for Medicare and senior life insurance products.
- Kaiser PermanenteminorHealth system with potential referral relationships for life insurance coverage.
- PrudentialminorMajor life insurance carrier with potential referral or co-marketing relationships.
- State FarmminorLarge insurance carrier offering multiple products including potential life insurance referrals.
- USAAminorInsurance provider for military members with potential referral relationships for life insurance.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Fidelity Life competitors and assessment
Company assessmentDirect peers
- Bestow: Bestow is a digital-first life insurance carrier offering no-exam term life insurance with fully online application and instant decisions. It competes head-to-head with Fidelity Life's RAPIDecision® Life for the same digitally-engaged, no-exam term life customer, using similar simplified underwriting technology.
- Ethos Life: Ethos is a digitally-native life insurance carrier offering no-exam term and whole life insurance with online instant decisions. Like Fidelity Life, Ethos targets everyday Americans who want fast, no-medical-exam coverage and competes directly on the same simplified underwriting value proposition.
- Globe Life: Globe Life is a publicly-traded insurance holding company specializing in life and supplemental health insurance sold direct-to-consumer, with strong focus on final expense and whole life products for middle-income Americans. Globe Life is a direct competitor in Fidelity Life's final expense and whole life segments targeting similar customer demographics.
- Mutual of Omaha: Mutual of Omaha is a mutual insurer offering a broad portfolio including term life, whole life, and final expense insurance with strong penetration among seniors and middle-market households. Its final expense and senior-focused products overlap directly with Fidelity Life's RAPIDecision® Final Expense and Senior Whole Life lines.
- Gerber Life Insurance: Gerber Life is a life insurer specializing in whole life and final expense products for families and seniors, sold direct and through partner channels. Its product mix and senior-segment focus make it a direct competitor to Fidelity Life's final expense and senior whole life offerings.
- Haven Life: Haven Life (a subsidiary of MassMutual) sells no-exam term life insurance online with streamlined digital application. It targets the same simplified-underwriting term life customer as Fidelity Life's RAPIDecision® Life product and competes on similar ease-of-use and instant-decision value propositions.
Broad incumbents
- Lincoln Financial Group: Lincoln Financial is a large diversified insurance and retirement company offering term, universal, and indexed universal life insurance alongside annuities and group benefits. As a broad incumbent, it overlaps with Fidelity Life in term and permanent life but at substantially greater scale and product breadth.
- Policygenius: Policygenius is a major online insurance marketplace that distributes life insurance from multiple carriers including Fidelity Life. While primarily a distribution intermediary, it shapes consumer life insurance shopping behavior and influences competitive pricing across the same simplified-underwriting products Fidelity Life sells.
- Corebridge Financial: Corebridge Financial (formerly AIG Life & Retirement) is a major life and retirement provider offering term, universal, and indexed universal life insurance alongside annuities. It is a broad incumbent overlapping with Fidelity Life in term and permanent life segments, with materially greater scale and distribution.
Emerging players
- American Amicable: American Amicable is a life insurer specializing in simplified-issue and final expense life insurance targeting middle-income and senior markets. Its product mix and underwriting approach are highly comparable to Fidelity Life's final expense and guaranteed issue offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Fidelity Life social profiles
Digital presenceFidelity Life compliance and trust
Trust signalCompliance2 records
Fidelity Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fidelity Life leadership team
Management profileNumber of profiles
Profiles3 records
Fidelity Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fidelity Life 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 Fidelity Life
What does Fidelity Life do?
Fidelity Life Association is a Legal Reserve Life Insurance Company that sells affordable life insurance directly to U.S. consumers, including term life, permanent/senior whole life, final expense, and accidental death benefit policies. Its core differentiator is the proprietary RAPIDecision® underwriting process, which enables same-day approvals and no-medical-exam coverage up to $1 million for term life and up to $35,000 for final expense. Policies are sold online, by phone with licensed agents, and through carrier partner and aggregator referral channels.
Is Fidelity Life a public or private company?
Fidelity Life is a private company. It is classified as corporate owned and is currently operating.
When was Fidelity Life founded?
Fidelity Life was founded in 1896. It employs 51 to 100 people.
Where is Fidelity Life based?
Fidelity Life is headquartered in Chicago, United States, in the North America region.
How does Fidelity Life make money?
One revenue line is on record: life Insurance Premiums.
Who are Fidelity Life's main competitors?
Direct peers on record are Bestow, Ethos Life, Globe Life, Mutual of Omaha, Gerber Life Insurance and Haven Life. Broad incumbents are Lincoln Financial Group, Policygenius and Corebridge Financial. American Amicable is listed as an emerging player.
Does Fidelity Life have an API?
No public API is recorded for Fidelity Life.
What industry is Fidelity Life in?
Fidelity Life's product category is Life Insurance. Its primary akta.pro industry code is FSAIAAAA, Level Term Life Insurance, with a secondary code of FSAIABAF, Final Expense / Burial Life Insurance. Its NAICS code is 524113 and its SIC code is 6311.