New Life Agency

What New Life Agency does

New Life Agency, Insurance Agency, Inc. is a California-domiciled, privately-held specialty insurance agency founded in 1998 and headquartered in Valencia, CA. The firm exclusively serves the international assisted reproduction technology (ART) community, providing insurance products across four primary use cases: surrogate maternity coverage, IVF cycle complication coverage, international newborn care for cross-border intended parents, and professional liability coverage for fertility clinics and agencies. It operates as a Lloyd's of London Coverholder (Lic. 0F13013), which provides its underwriting capacity, and has built a portfolio of registered trademarks covering its core product brands (Assisted Reproduction Insurance Program®, IVF Cycle Complication Insurance Coverage®, International Newborn Care Plan®, Surrogate Accidental Death Insurance®).

The company's product set spans core insurance lines — Surrogacy Medical Insurance, Individual Life Insurance, Health Insurance, and Professional Liability Insurance — alongside add-on modules including IVF Cycle Complication Insurance Coverage® ($250,000 per patient/egg donor, $500,000 combined total), International Newborn Care Plan® ($100,000–$500,000 coverage for 90 days or departure from the U.S.), Surrogate Accidental Death Insurance®, and a VIP Premier Case Management service tier. A Fertility Financing product extends the offering beyond pure insurance brokerage into treatment financing. Pricing is structured as one-time/perpetual-license pay-as-you-go policies whose pricing depends on coverage tier and is not publicly disclosed.

New Life Agency's go-to-market is sales-led, combining direct-to-consumer distribution via a dedicated phone line (877-952-LIFE) and online application portals with B2B referral partnerships through fertility clinics and agencies (a Diamond Institute partnership is documented via a 2019 fertility partner brochure). Its customer base is segmented by persona: Intended Parents and Surrogates as primary segments, with Egg Donors and Fertility Professionals/Clinics as secondary segments. The firm reports 3,000+ births insured and $35 million in paid insurance benefits since inception. Revenue is not publicly disclosed, no funding rounds are documented, and no institutional investor or parent-company relationship is identified.

Name

New Life Agency

Legal name

New Life Agency, Insurance Agency, Inc.

Website

https://newlifeagency.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

New Life Agency is a privately-held, California-based specialty insurance agency founded in 1998 that exclusively serves the international assisted reproduction community with insurance products for surrogacy, IVF complications, newborn care, fertility professional liability, and related life/health coverage, distributed via direct sales and fertility-clinic referrals.

Ownership category

akta.pro rank

Headquarters

HQ city

Riverside

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: New Life Agency generates revenue through insurance premiums for specialized coverage products including surrogacy maternity insurance, IVF cycle complication coverage, international newborn care plans, life insurance, health insurance, and professional liability insurance for fertility professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

New Life Agency is a specialty insurance agency that designs, distributes, and services insurance products for the assisted reproduction community. Its portfolio includes surrogacy maternity insurance, IVF cycle complication coverage, international newborn care plans, life and health insurance for intended parents, and professional liability coverage for fertility clinics and agencies, distributed directly to consumers and through clinic/agency referrals.

Product overview

New Life Agency operates as an insurance agency providing a portfolio of specialized insurance products for the assisted reproduction community. The company offers a core platform of fertility and maternity-related insurance products including Surrogacy Medical Insurance, the Assisted Reproduction Insurance Program®, Individual Life Insurance, Health Insurance, Professional Liability Insurance, and the International Newborn Care Plan® for international clients. Additional add-on services include IVF Cycle Complication Insurance Coverage®, Surrogate Accidental Death Insurance®, VIP Premier Case Management Service, and Fertility Financing. The company has served the international assisted reproductive community since 1998, insuring over 3,000 births worldwide and paying $35 million in insurance benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Surrogacy Medical Insurance

Quantifiable outcome

• Over 3,000 births insured worldwide since 1998
• +1 more outcomes

Named customers4 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

Partnerships

One partnership is on record.

• Diamond InstituteminorGTM or Marketing PartnerDiamond Institute fertility clinic is referenced in connection with a Fertility Partner Brochure (ARI_Brochure2019.pdf), indicating a marketing/partnership relationship for referrals and co-marketing of insurance products to fertility patients.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Marsh McLennan: World's largest insurance broker with deep healthcare and specialty practices. Comparable business model (intermediary brokerage placing specialty lines with multiple carriers) and overlap in medical and professional liability coverage for healthcare providers.
• Lockton Companies: Largest privately held insurance brokerage in the world, focused on commercial and specialty lines. Comparable as an independent, multi-product insurance intermediary placing specialty and professional coverage.
• Brown & Brown, Inc. U.S. insurance brokerage with strong specialty and healthcare programs. Comparable as a multi-product insurance agency placing niche and specialty coverage with carrier partners across professional and personal lines.
• Aon plc: Global insurance brokerage and risk-management firm with healthcare and professional liability practices. Comparable as a large-scale insurance agency that places complex specialty risks, including healthcare-provider professional liability, the same line of business New Life Agency serves.
• Arthur J. Gallagher & Co. Insurance brokerage and risk-management firm with significant healthcare and professional liability offerings. Comparable as a broad incumbent distributing specialized insurance through partnership-driven distribution.

Emerging players

• Policygenius: Online multi-line insurance marketplace for life, disability, and other personal lines. Comparable as a digitally-native insurance intermediary replacing traditional agent-led distribution.
• Ladder Financial: Direct-to-consumer term life insurance agency offering instant-issue coverage online. Comparable in life insurance distribution with a digitally-native, simplified-customer-experience model.
• Bestow: Digital life insurance agency using technology to streamline underwriting and policy issuance. Comparable as a tech-enabled insurance intermediary in the life coverage distribution space.
• Haven Life Insurance Agency: Direct-to-consumer online life insurance agency backed by MassMutual. Comparable as a modern digital insurance agency focused on simplifying term life distribution, analogous to New Life Agency's direct-to-consumer life and specialty insurance distribution.

Others

• Lloyd's of London: Specialty insurance and reinsurance market where New Life Agency holds Coverholder status. Not a competitor but a critical ecosystem partner through which the agency obtains binder authority and capital.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/NewLifeAgencyCA
• Xx.com/newlifeagency1
• LinkedInlinkedin.com/company/new-life-agency-inc.

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 New Life Agency