Lincoln Heritage Funeral Advantage
Lincoln Heritage Funeral Advantage is a Phoenix-based, privately held insurer selling a single whole life product, Funeral Advantage, providing up to $35,000 in final expense coverage to individual consumers across 49 US states through a licensed agent network and direct-to-consumer channels.
- Company typePrivate
- Founded1963
- HeadquartersPhoenix, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Lincoln Heritage Funeral Advantage does
Lincoln Heritage Funeral Advantage is a Phoenix-based, privately held final expense life insurance provider operating as a subsidiary brand of Londen Insurance Group, Inc. The company sells a single core product, the Funeral Advantage whole life insurance policy, which provides coverage of up to $35,000 to cover end-of-life costs such as funerals, cremation, and celebration-of-life services. The product is underwritten by Lincoln Heritage Life Insurance Company and uses simplified underwriting based on a one-page health questionnaire, with no medical exam required for most applicants, rates that never increase as long as payments are made, and claims paid within 24 hours of approval. Every policy includes a Personal Funeral Advisor service at no additional cost, providing emotional and logistical support to policyholders and their families.
The company distributes its product through a sales-led model combining a licensed insurance agent network spanning 49 states (excluding New York and Washington) with direct-to-consumer channels including a website free-quote funnel, TV advertising, and email marketing. It generates revenue through recurring monthly premiums on whole life policies, holding an AM Best A (Excellent) financial strength rating and a Better Business Bureau A+ accreditation. The company employs 1,001-5,000 people inclusive of its agent sales force, and reports having helped over 10,000 families in the most recent year with claims processing and funeral cost savings of $8.7 million.
The technology footprint is conventional for the sector: an online quote-request system, a policyholder self-service portal, and third-party-administered claims portals (operated via Swiss Re) for families and funeral homes. There is no disclosed proprietary technology platform, AI/ML capability, or app-based product. The company's competitive positioning rests on distribution scale, brand trust, simplified underwriting, the bundled Personal Funeral Advisor service, and the locked-in whole life policy economics that generate a compounding in-force book of recurring premium revenue.
Lincoln Heritage Funeral Advantage firmographics
Firmographics- Name
- Lincoln Heritage Funeral Advantage
- Legal name
- Lincoln Heritage Life Insurance Company
- Website
- https://lhlic.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Lincoln Heritage Funeral Advantage is a Phoenix-based, privately held insurer selling a single whole life product, Funeral Advantage, providing up to $35,000 in final expense coverage to individual consumers across 49 US states through a licensed agent network and direct-to-consumer channels.
- Ownership category
- akta.pro rank
Lincoln Heritage Funeral Advantage industry classification
Industry- Product category
- Final Expense Life Insurance
- NAICS
- Direct Life Insurance Carriers (524113)
- SIC
- Life Insurance (6311)
- akta.pro primary industry
- Final Expense / Burial Life Insurance (FSAIABAF)
- akta.pro secondary industry
- Whole Life Insurance (FSAIABAA)
Keywords
Where Lincoln Heritage Funeral Advantage is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lincoln Heritage Funeral Advantage business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others, Technology or R&D
Revenue model
- Final Expense Whole Life Insurance Premiums: The company generates revenue through monthly premium payments from whole life insurance policies covering final expenses. Policies provide up to $35,000 in coverage with rates that never increase as long as payments are made. The company also generates revenue through a two-year contestability period during which claims may be denied for material misstatements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Up to $35,000 whole life coverage with personalized rates |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Lincoln Heritage Funeral Advantage product offering
Product offeringCore offering
Lincoln Heritage Funeral Advantage sells a single whole life insurance product called Funeral Advantage, designed to cover end-of-life expenses such as funeral, cremation, and celebration of life services. Policies provide up to $35,000 in coverage with simplified underwriting (no medical exam required for most applicants), rates that never increase as long as premiums are paid, and benefits paid within 24 hours of claim approval. Every policy includes a Personal Funeral Advisor service at no additional cost to provide emotional and logistical support to policyholders and their families.
Product overview
Lincoln Heritage Funeral Advantage offers a single unified product — the Funeral Advantage whole life insurance policy — specifically designed as final expense/burial insurance. The product provides coverage ranging up to $35,000 with simplified qualification (no medical exam required), immediate coverage upon approval, and a Personal Funeral Advisor service included. The policy is underwritten by Lincoln Heritage Life Insurance Company and helps families cover funeral, cremation, and celebration of life services.
Differentiator
Problem solved
Functional benefit
Brands
- Funeral Advantage: Whole life insurance policy designed to cover final expenses including funeral, cremation, and celebration of life services, with up to $35,000 in coverage and benefits paid within 24 hours of claim approval.
Quantifiable outcome
- Helped over 10,000 families save money on funeral services in one year
- +2 more outcomes
Companies that use Lincoln Heritage Funeral Advantage
Customer profileSegments1 record
Ideal customer profiles1 record
Lincoln Heritage Funeral Advantage technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lincoln Heritage Funeral Advantage partnerships and signals
Strategic signalScale indicators6 records
Recent moves4 records
Expansion highlights4 records
Lincoln Heritage Funeral Advantage competitors and assessment
Company assessmentDirect peers
- Globe Life: Globe Life's American Income Life and Liberty National divisions are leading direct-to-agent sellers of final expense and whole life burial insurance to seniors in the US, making it the closest large-scale direct competitor to Lincoln Heritage Funeral Advantage.
- Columbian Life Insurance Group: Columbian Life sells whole life final expense policies primarily through independent agents to seniors, with a similar simplified-issue approach and comparable face amount caps positioned for funeral and burial costs.
- Mutual of Omaha: Mutual of Omaha sells whole life final expense policies through both agent and direct channels to the same senior demographic, with comparable simplified-issue underwriting and face amounts targeted at funeral and burial costs.
- Foresters Financial: Foresters Financial sells whole life and final expense coverage through member-based agent distribution to families planning for end-of-life expenses, competing in the same simplified-issue burial insurance category.
- Transamerica: Transamerica offers whole life and final expense products distributed through agents and digital channels targeting middle-income and senior buyers, competing directly with Lincoln Heritage for the same end-of-life insurance purchase occasion.
- Royal Neighbors of America: Royal Neighbors markets whole life and final expense insurance through an agent network to women and families, serving the same senior end-of-life planning niche with simplified-issue underwriting comparable to Lincoln Heritage.
- Baltimore Life Insurance Company: Baltimore Life underwrites whole life and final expense insurance sold through a captive and independent agent network to middle-income families and seniors, placing it in direct competition with Lincoln Heritage in the burial insurance niche.
- Americo Life Insurance Group: Americo's Final Expense whole life product is sold primarily through independent agents to seniors seeking simplified-issue burial coverage, directly overlapping Lincoln Heritage's customer profile, underwriting approach, and distribution model.
Broad incumbents
- Corebridge Financial (formerly AIG Life & Retirement): Corebridge underwrites and distributes whole life, universal life, and final expense products as part of a large life and retirement platform, overlapping Lincoln Heritage in the simplified-issue senior burial segment while operating at much greater scale.
- Aetna (CVS Health): Aetna, as part of CVS Health, offers life insurance including final expense products as part of a broader health and benefits portfolio, competing with Lincoln Heritage for senior end-of-life coverage while serving a much wider insurance customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Lincoln Heritage Funeral Advantage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lincoln Heritage Funeral Advantage leadership team
Management profileNumber of profiles
Lincoln Heritage Funeral Advantage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lincoln Heritage Funeral Advantage 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 Lincoln Heritage Funeral Advantage
What does Lincoln Heritage Funeral Advantage do?
Lincoln Heritage Funeral Advantage sells a single whole life insurance product called Funeral Advantage, designed to cover end-of-life expenses such as funeral, cremation, and celebration of life services. Policies provide up to $35,000 in coverage with simplified underwriting (no medical exam required for most applicants), rates that never increase as long as premiums are paid, and benefits paid within 24 hours of claim approval. Every policy includes a Personal Funeral Advisor service at no additional cost to provide emotional and logistical support to policyholders and their families.
Is Lincoln Heritage Funeral Advantage a public or private company?
Lincoln Heritage Funeral Advantage is a private company. It is classified as corporate owned and is currently operating.
When was Lincoln Heritage Funeral Advantage founded?
Lincoln Heritage Funeral Advantage was founded in 1963. It employs 1,001 to 5,000 people.
Where is Lincoln Heritage Funeral Advantage based?
Lincoln Heritage Funeral Advantage is headquartered in Phoenix, United States, in the North America region.
How does Lincoln Heritage Funeral Advantage make money?
One revenue line is on record: final Expense Whole Life Insurance Premiums.
Who are Lincoln Heritage Funeral Advantage's main competitors?
Direct peers on record are Globe Life, Columbian Life Insurance Group, Mutual of Omaha, Foresters Financial, Transamerica, Royal Neighbors of America, Baltimore Life Insurance Company and Americo Life Insurance Group. Broad incumbents are Corebridge Financial (formerly AIG Life & Retirement) and Aetna (CVS Health).
Does Lincoln Heritage Funeral Advantage have an API?
No public API is recorded for Lincoln Heritage Funeral Advantage.
What industry is Lincoln Heritage Funeral Advantage in?
Lincoln Heritage Funeral Advantage's product category is Final Expense Life Insurance. Its primary akta.pro industry code is FSAIABAF, Final Expense / Burial Life Insurance, with a secondary code of FSAIABAA, Whole Life Insurance. Its NAICS code is 524113 and its SIC code is 6311.