Protective Life
- Company typePrivate
- Founded1907
- HeadquartersBirmingham, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
Protective Life firmographics
Firmographics- Name
- Protective Life
- Legal name
- Protective Life Corporation
- Website
- https://protective.com
- Company type
- Private
- Founded year
- 1907
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Protective Life industry classification
Industry- Product category
- Life Insurance and Annuities
- NAICS
- Direct Life Insurance Carriers (524113), Insurance Carriers (5241)
- SIC
- Life Insurance (6311), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Level Term Life Insurance (FSAIAAAA)
- akta.pro secondary industries
- Whole Life Insurance (FSAIABAA), Universal Life (UL) Insurance (FSAIABAB)
Keywords
Where Protective Life is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Protective Life business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Others
Revenue model
- Life Insurance Premiums: Term life, whole life, universal life, and variable universal life insurance products generating recurring premium revenue
- Annuity Products: Fixed annuities, immediate annuities, indexed annuities, and variable annuities providing retirement income solutions
- F&I Products and Services: Finance and insurance products for automotive, RV, powersports, and marine sectors including reinsurance management services and dealer wealth programs
- Specialty Property and Casualty Insurance: Specialty property and casualty insurance through Obsidian Insurance Holdings with admitted and non-admitted insurance carrier subsidiaries
- Asset Protection Products: Service contracts, ancillary products, and guaranteed asset protection products for dealers and consumers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Member Advantage Life 10-year term: $100,000 minimum to $5,000,000 maximum coverage |
| Subscription | Monthly | Member Advantage Life 20-year term: $100,000 minimum to $5,000,000 maximum coverage |
| Subscription | Monthly | Member Advantage Life 30-year term: $100,000 minimum to $5,000,000 maximum coverage |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Protective Life product offering
Product offeringCore offering
Protective Life sells life insurance (term, whole, universal, variable universal) and annuity products (fixed, immediate, indexed, variable) to individual consumers and through financial professionals, plus asset protection plans, F&I products for auto/RV/marine dealers, structured settlements, commercial mortgages, and employee benefits. Through the Obsidian Insurance Holdings acquisition, the company is expanding into specialty property and casualty insurance for program partners.
Product overview
Protective Life offers a comprehensive portfolio of life insurance and retirement products, including term life, whole life, universal life, and variable universal life insurance, as well as fixed, immediate, indexed, and variable annuities. The company also provides asset protection products, commercial mortgages, employee benefits, and structured settlements. Through its Costco partnership, Protective offers the Member Advantage Life term insurance product. Recent acquisitions include AUL (automotive finance and insurance), Portfolio Holding (F&I solutions for dealers), and Obsidian Insurance Holdings (specialty P&C). The company serves over 14 million customers across all 50 states.
Differentiator
Problem solved
Functional benefit
Brands
- Protective Asset Division: Division offering asset protection products and services including F&I products, dealer wealth solutions, and reinsurance management services
- Member Advantage Life
Products and services
- Term Life Insurance Life insurance providing pure death benefit coverage for a specific period of time (10, 20, or 30 years) with level premium periods and reduced premiums for the first five years, for individual consumers.
- Whole Life Insurance Permanent life insurance with guaranteed death benefit and cash value accumulation that grows over time, for individual consumers.
- Universal Life Insurance Flexible premium life insurance with adjustable death benefits and cash value accumulation based on interest credited, for individual consumers.
- Variable Universal Life Insurance Life insurance with adjustable death benefits and cash value that can be invested in sub-accounts similar to mutual funds, for individual consumers.
- Fixed Annuities Retirement product providing guaranteed interest rates and predictable income streams, for individual consumers seeking retirement planning solutions.
- Immediate Annuities Annuity that begins payments immediately after a lump-sum premium is paid, providing guaranteed income for retirees.
- Indexed Annuities Annuity with returns tied to a stock market index, offering growth potential with downside protection, for individual retirement savers.
- Variable Annuities Annuity with investment options that can grow or decline based on market performance, for individual retirement savers.
- Member Advantage Life Exclusive term life insurance product offered through Costco membership, available in 10-, 20-, or 30-year level premium terms with reduced premiums for the first five years and member-only pricing, for Costco members.
- Asset Protection Plans Service contracts, ancillary products, and guaranteed asset protection (GAP) products for vehicles, for automotive dealers and consumers.
- Commercial Mortgages Commercial real estate lending services through an approved network of firms, for commercial borrowers.
- Employee Benefits Group insurance and benefits products for employers including life and disability coverage, for employer group benefit plans.
- Structured Settlements Tax-advantaged periodic payments for settlement of legal claims, for claimants and attorneys.
- Portfolio Holding F&I Solutions Reinsurance management services and F&I products for dealers across automotive, RV, powersports, and marine sectors, supporting over 10,000 dealerships.
- AUL Automotive Finance and Insurance Automotive finance and insurance and vehicle service contracts, for automotive dealers and consumers.
- Specialty Property and Casualty Insurance (Obsidian Insurance Holdings) Specialty property and casualty insurance through admitted and non-admitted insurance carrier subsidiaries, for program partners across the United States.
Quantifiable outcome
- More than $5.7 billion in claims paid to fulfill promises made to customers and their loved ones
- +3 more outcomes
Companies that use Protective Life
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles5 records
Protective Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Protective Life partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Alfa InsurancecoreDistribution partnership to offer life and annuity products through Alfa Insurance agents, starting January 6, 2026. The partnership aims to expand access to financial security solutions for families in Alabama, Georgia, and Mississippi, leveraging the companies' shared roots and commitments.
- American Dental AssociationcoreProtective underwrites insurance coverage available exclusively to ADA members and dental students. Coverage types include term life, disability income protection, office overhead expense disability, hospital indemnity, and critical illness. Alliant Insurance Services serves as the new broker for member coverage.
- CostcocoreExclusive partnership where Costco members can purchase Member Advantage Life term insurance products at member-only pricing. Costco Insurance Agency serves as licensed insurance agent receiving compensation from Protective. Products available through in-club and online channels.
- Resolution LifeminorResolution Life completed a $9.7 billion reserve transfer from Protective Life as part of asset-intensive reinsurance transaction activity documented by PwC.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Protective Life competitors and assessment
Company assessmentDirect peers
- Lincoln National: Direct competitor in U.S. life insurance, annuities, and retirement planning. Offers similar product breadth (term, universal, variable life, fixed/variable annuities) and is a comparable mid-large scale life/annuity specialist with employer-sponsored group coverage.
- Globe Life: Pure-play U.S. life insurance carrier focused on term and whole life distribution. Highly comparable business model: agent-led distribution, individual consumer focus, and product mix centered on life protection products.
- Corebridge Financial: U.S. life and retirement specialist spun out of AIG. Sells individual life, fixed/variable annuities, and group retirement — directly comparable product set to Protective's life/annuity core with similar mid-large scale and individual-channel focus.
- Voya Financial: U.S. life insurance, annuity, and employee benefits provider. Closely comparable individual life and annuity offerings, with a similar financial-professional distribution model and workplace benefits presence overlapping Protective's group segment.
- Brighthouse Financial: U.S. annuity and life insurance specialist spun out of MetLife. Heavily focused on variable, indexed, and fixed annuities plus life products — directly comparable in product mix to Protective's retirement and life insurance core.
- Pacific Life: Privately held U.S. life insurance, annuity, and investment provider. Closely matches Protective's product set (term, whole, universal, variable life plus fixed/indexed/variable annuities) and mutual-like long-duration liability focus.
- Jackson National Life: U.S. leader in variable and fixed/indexed annuities with a life insurance franchise. Comparable mid-large scale life and retirement specialist with a similar focus on retail individual customers and financial professional distribution.
Broad incumbents
- Prudential Financial: Diversified U.S. life insurance and retirement incumbent with overlapping term, whole, universal, and variable life products plus annuities and group benefits. Larger and more diversified, but a clear head-to-head competitor in individual life and annuity markets.
- MetLife: Top-tier U.S. life and annuity carrier with group benefits franchise. Overlaps directly with Protective's term, whole, universal life, and annuity product set, and competes for similar individual and employer-sponsored customers.
- AIG (American International Group): Global insurance conglomerate with substantial U.S. individual life, group retirement, and annuity operations. Overlaps with Protective in term/whole/universal life, fixed/variable annuities, and asset protection adjacencies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Protective Life social profiles
Digital presenceProtective Life compliance and trust
Trust signalCompliance5 records
Protective Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
Protective Life leadership team
Management profileNumber of profiles
Profiles12 records
Protective Life subsidiaries and ownership
Company hierarchySubsidiaries7 records
Protective Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Protective Life M&A and investment
M&A and investmentM&A10 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Protective Life
What does Protective Life do?
Protective Life sells life insurance (term, whole, universal, variable universal) and annuity products (fixed, immediate, indexed, variable) to individual consumers and through financial professionals, plus asset protection plans, F&I products for auto/RV/marine dealers, structured settlements, commercial mortgages, and employee benefits. Through the Obsidian Insurance Holdings acquisition, the company is expanding into specialty property and casualty insurance for program partners.
Is Protective Life a public or private company?
Protective Life is a private company. It is classified as corporate owned and is currently operating.
When was Protective Life founded?
Protective Life was founded in 1907. It employs 1,001 to 5,000 people.
Where is Protective Life based?
Protective Life is headquartered in Birmingham, United States, in the North America region.
How does Protective Life make money?
Five revenue lines are on record. Life Insurance Premiums are the primary driver. The others are annuity Products, F&I Products and Services, specialty Property and Casualty Insurance and asset Protection Products.
Who are Protective Life's main competitors?
Direct peers on record are Lincoln National, Globe Life, Corebridge Financial, Voya Financial, Brighthouse Financial, Pacific Life and Jackson National Life. Broad incumbents are Prudential Financial, MetLife and AIG (American International Group).
Does Protective Life have an API?
No public API is recorded for Protective Life.
What industry is Protective Life in?
Protective Life's product category is Life Insurance and Annuities. Its primary akta.pro industry code is FSAIAAAA, Level Term Life Insurance, with a secondary code of FSAIABAA, Whole Life Insurance. Its NAICS code is 524113 and its SIC code is 6311.