Paradigm Life
Paradigm Life is a privately held Salt Lake City-based insurance broker and wealth educator that places whole life insurance and related policies for individual consumers across the United States through a proprietary system called the Perpetual Wealth Strategy.
- Company typePrivate
- Founded2007
- HeadquartersSalt Lake City, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Paradigm Life does
Paradigm Life is a privately held financial services firm founded in 2007 and headquartered in Salt Lake City, Utah, that operates as an insurance broker and wealth strategy educator for individual consumers across the United States. The company's core offering is the Perpetual Wealth Strategy, a proprietary system built around the Wealth Maximization Account — a structured, dividend-paying whole life insurance policy designed to provide guaranteed growth, tax-free access to cash value via policy loans, and multi-generational wealth transfer. Supporting products include annuities, disability insurance, long-term care insurance, term life insurance, and premium financing, enabling cross-sell within a single client relationship.
The business model is commission-based: Paradigm Life earns revenue from mutual insurance carriers (including Penn Mutual, New York Life, OneAmerica, MassMutual, Guardian, and OhioNational) for placing and structuring policies on their behalf. Distribution is consultative and sales-led, delivered through a team of licensed Wealth Strategists (some holding RICP and CLTC designations) who conduct free strategy sessions and develop tailored plans for clients in segments such as wealth builders, pre-retirees, legacy-focused individuals, high-income earners, business owners, and real estate investors. The company supplements its consultative sales motion with an extensive content marketing ecosystem — a podcast, webinars, free Perpetual Wealth 101 course, founder-authored book (over 65,000 copies sold), and a category-rich blog — to drive top-of-funnel lead generation. The firm has served more than 8,500 clients cumulatively since inception and operates with a headcount of 101–250 employees.
Paradigm Life firmographics
Firmographics- Name
- Paradigm Life
- Legal name
- Paradigm Life
- Website
- https://paradigmlife.net
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Paradigm Life is a privately held Salt Lake City-based insurance broker and wealth educator that places whole life insurance and related policies for individual consumers across the United States through a proprietary system called the Perpetual Wealth Strategy.
- Ownership category
- akta.pro rank
Paradigm Life industry classification
Industry- Product category
- Wealth Management and Insurance Brokerage
- NAICS
- Direct Life Insurance Carriers (524113), Direct Health and Medical Insurance Carriers (524114), Portfolio Management and Investment Advice (523940)
- SIC
- Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)
- akta.pro primary industry
- Whole Life Insurance (FSAIABAA)
- akta.pro secondary industries
- Level Term Life Insurance (FSAIAAAA), Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness) (FSAIABAK), Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs) (FSAAABAM)
Keywords
Where Paradigm Life is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Paradigm Life business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Insurance Policy Commissions: Paradigm Life acts as an insurance broker, structuring and placing whole life insurance policies and other insurance products. Revenue is generated through commissions from insurance carriers (Penn Mutual, New York Life, OneAmerica, MassMutual, Guardian, etc.) for policies placed. The company creates custom Wealth Maximization Accounts tailored to each client's financial situation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free Wealth Strategy Consultation |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Paradigm Life product offering
Product offeringCore offering
Paradigm Life is a U.S. insurance brokerage and wealth advisory firm that designs and places whole life insurance policies—most notably the proprietary Wealth Maximization Account (WMA)—alongside annuities, disability, long-term care, and term life coverage. Its work is organized around the proprietary Perpetual Wealth Strategy, which guides individual clients through customized policy structuring, Family Banking, retirement income planning, and legacy/estate strategies using dividend-paying whole life insurance underwritten by partner carriers.
Product overview
Paradigm Life offers a unified wealth management platform centered on the Perpetual Wealth Strategy™ system. The core product is the Wealth Maximization Account (WMA), a structured whole life insurance policy that serves as the foundational tool. The portfolio includes insurance products (Whole Life Insurance, Annuities, Disability Insurance, Long-Term Care Insurance, Term Life Insurance) and specialized strategies (Family Banking, Life Insurance Retirement Plan/LIRP, Premium Financing). The company acts as a financial services firm providing wealth-building education, planning tools, and insurance brokerage services to help clients build wealth, protect assets, and plan for retirement.
Differentiator
Problem solved
Functional benefit
Products and services
- Wealth Maximization Account (WMA) A uniquely structured whole life insurance policy that pays dividends and grows wealth with certainty, serving as the cornerstone tool of the Perpetual Wealth Strategy. Includes paid-up additions rider, 7-pay level funding, and guaranteed loan against cash value. For individual clients building tax-advantaged, guaranteed wealth.
- Perpetual Wealth Strategy A comprehensive wealth-building system designed to help families efficiently grow wealth, minimize tax, maximize cash flow, and leave a lasting legacy. Used to help thousands of families build wealth outside of Wall Street.
- Whole Life Insurance Permanent life insurance designed to build sustainable wealth, featuring dividend-paying policies with cash value access and guaranteed loan options. For individuals and families seeking guaranteed growth and tax-advantaged wealth accumulation.
- Annuities Retirement income products that provide protection from loss and volatility, guaranteed lifetime income, and legacy benefits for families. For pre-retirees and retirees seeking protected lifetime income streams.
- Disability Insurance Safety net insurance protecting income and family wealth in case of disability, available as short-term and long-term coverage. For working individuals and families needing income protection.
- Long-Term Care Insurance Policies designed to support long-term care needs, providing peace of mind and reducing financial burdens on loved ones. For individuals and families planning for potential long-term care costs.
- Term Life Insurance Temporary life insurance coverage for specific periods, ideal for protecting families during debt payoff periods such as mortgages or tuition. For families seeking time-bound, lower-premium protection.
- Premium Financing Financing solution enabling clients to fund insurance premiums strategically. For high-net-worth individuals and business owners seeking to fund large policies without liquidating other assets.
Quantifiable outcome
- 8,500+ clients served since 2007
- +1 more outcomes
Companies that use Paradigm Life
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles6 records
Paradigm Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Paradigm Life partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Penn MutualcoreMutual insurance company that underwrites whole life insurance policies for Paradigm Life clients. Penn Mutual is described as a 'highly rated mutual insurance company' and one of the carriers used to customize Wealth Maximization Account policies.
- New York LifecoreMutual insurance company that underwrites whole life insurance policies for Paradigm Life clients. Used as one of the insurance carriers to structure custom Wealth Maximization Accounts.
- OneAmericacoreMutual insurance company partner providing whole life insurance underwriting for Paradigm Life client policies. One of the carriers used to customize Wealth Maximization Account plans.
- MassMutualcoreMajor mutual insurance company partner that underwrites policies for Paradigm Life clients. MassMutual is described as a 'highly rated mutual insurance company' and noted as one of many carriers they work with.
- GuardiancoreInsurance company partner providing whole life insurance underwriting. Guardian is specifically mentioned as a carrier for disability insurance policies as well as whole life insurance, making it a multi-product partner.
Scale indicators4 records
Recent moves7 records
Expansion highlights4 records
Paradigm Life competitors and assessment
Company assessmentDirect peers
- Living Wealth: Living Wealth is a wealth management and life insurance firm that similarly promotes infinite banking-style strategies using dividend-paying whole life insurance. It directly overlaps with Paradigm Life on target customer, product category (whole life / LIRP), and educational content-driven GTM.
- Quotacy: Quotacy is an online life insurance brokerage that compares term and permanent policies from multiple carriers on behalf of consumers. It is directly comparable as an independent life insurance broker placing policies with multiple carriers, though its delivery is digital-first versus Paradigm Life's advisor-led model.
- Zander Insurance: Zander Insurance is an independent brokerage offering term, whole, disability, and other personal insurance products through agent-led service. It is comparable as an independent insurance broker distributing multiple carriers' life and protection products to US households with a relationship-driven model.
Broad incumbents
- SelectQuote: SelectQuote is a large publicly traded insurance brokerage that distributes term, whole, and other life insurance products through direct-to-consumer digital channels. It is comparable as a US life insurance brokerage but operates at much larger scale and across broader product categories than Paradigm Life's niche whole life focus.
- MassMutual: MassMutual is one of Paradigm Life's core carrier partners for whole life underwriting and also operates its own captive agent network. It is comparable as a mutual life insurance provider with overlapping product offerings, and represents both a supply partner and a potential distribution competitor.
- New York Life: New York Life is another key carrier partner underwriting whole life policies for Paradigm Life while running its own career agent system. It is comparable as a mutual whole life issuer but functions as an incumbent that could choose to disintermediate independent producer relationships.
- Penn Mutual: Penn Mutual is a mutual insurer that underwrites Paradigm Life's Wealth Maximization Accounts. As a comparable whole life-focused mutual carrier, it serves the same end clients with similar permanent products and competes indirectly via its own producer relationships.
Emerging players
- Policygenius: Policygenius is a digital-first insurance marketplace that brokers life (term and some permanent), disability, and other coverage. It competes for the same US households seeking life insurance but reaches them through a tech-led online experience rather than Paradigm Life's consultative wealth-strategist model.
- Ladder Financial: Ladder is an insurtech offering instant-issue term life insurance online with no commission-based agents. It targets a younger, digitally native segment that may overlap with prospects Paradigm Life tries to convert, representing a channel-disruption threat to the consultative whole life sale.
- Bestow: Bestow is an insurtech providing term life insurance online with instant decisions and no medical exams in many cases. It competes for the same household life insurance dollar but targets digitally native consumers who may otherwise be prospects for Paradigm Life's wealth strategy motion.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks2 records
Key highlights6 records
Customer concentration
Paradigm Life social profiles
Digital presenceParadigm Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
Paradigm Life leadership team
Management profileNumber of profiles
Profiles10 records
Paradigm Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Paradigm 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 Paradigm Life
What does Paradigm Life do?
Paradigm Life is a U.S. insurance brokerage and wealth advisory firm that designs and places whole life insurance policies—most notably the proprietary Wealth Maximization Account (WMA)—alongside annuities, disability, long-term care, and term life coverage. Its work is organized around the proprietary Perpetual Wealth Strategy, which guides individual clients through customized policy structuring, Family Banking, retirement income planning, and legacy/estate strategies using dividend-paying whole life insurance underwritten by partner carriers.
Is Paradigm Life a public or private company?
Paradigm Life is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Paradigm Life founded?
Paradigm Life was founded in 2007. It employs 101 to 250 people.
Where is Paradigm Life based?
Paradigm Life is headquartered in Salt Lake City, United States, in the North America region.
How does Paradigm Life make money?
One revenue line is on record: insurance Policy Commissions.
Who are Paradigm Life's main competitors?
Direct peers on record are Living Wealth, Quotacy and Zander Insurance. Broad incumbents are SelectQuote, MassMutual, New York Life and Penn Mutual. Emerging players are Policygenius, Ladder Financial and Bestow.
Does Paradigm Life have an API?
No public API is recorded for Paradigm Life.
What industry is Paradigm Life in?
Paradigm Life's product category is Wealth Management and Insurance Brokerage. Its primary akta.pro industry code is FSAIABAA, Whole Life Insurance, with a secondary code of FSAIAAAA, Level Term Life Insurance. Its NAICS code is 524113 and its SIC code is 6411.