What Atlanta Life Insurance does

Atlanta Life Insurance Company is a privately held, Atlanta, Georgia-based life insurance distributor founded in 1905, operating with a 1–10 person team from 600 Peachtree St NE, Suite 2350. The company sells two core products — Term Life Insurance (10/20/30-year fixed-premium policies) and Permanent Life Insurance (lifetime coverage with tax-advantaged cash value accessible via policy loans) — and positions itself around 'living benefits' that allow policyholders to access funds during qualifying illnesses. Term life is underwritten and issued by Banner Life Insurance Company (Urbana, MD); Atlanta Life retains the customer relationship, brand, and distribution function.

The firm runs a hybrid go-to-market: a digital-first direct-to-consumer channel (online application completable in under 15 minutes) supplemented by an agent/advisor network with a dedicated contracting contact (Paul Miller) and a recurring 'Tea Time with Terence' professional development series. Products are not available in seven states (Alaska, California, Kentucky, Mississippi, New York, North Carolina, Washington). Marketing is built around community engagement — Wealth & Equity blog, Financial Wellness Guidebook, Instagram (@atlantalife), and nationwide events — rather than performance acquisition.

Revenue mechanics are not disclosed. Because term policies are underwritten by Banner Life, Atlanta Life's economics most plausibly derive from commissions, distribution fees, and margins on permanent policies it sells or retains, rather than underwriting float. No funding rounds, parent company, or M&A activity are present in the data; the company is independently operated and treats its 120+ year heritage and community positioning as its primary commercial asset.

Name

Atlanta Life Insurance

Legal name

Atlanta Life Insurance Company

Website

https://atlantalife.com

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

1–10 employees

Short description

Atlanta Life Insurance Company, founded in 1905 and headquartered in Atlanta, GA, sells individual term and permanent life insurance directly online and through agents. Term life is underwritten by Banner Life; the firm pairs policies with financial wellness content, scenario tools, and community events.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Direct Life Insurance Carriers (524113), Insurance Agencies and Brokerages (524210)

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), Final Expense / Burial Life Insurance (FSAIABAF)

Keywords

• Term life insurance
• Permanent life insurance
• Life insurance underwriting
• Cash value insurance
• Final expense insurance

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Term Life Insurance Premiums: Term life insurance provides coverage for 10, 20, or 30 year periods with fixed premiums. Customers pay regular premiums in exchange for death benefit protection during the term period.
2. Permanent Life Insurance Premiums: Permanent life insurance provides lifetime coverage with premiums that build cash value over time. Cash value grows on a tax-advantaged basis and can be accessed via policy loans or surrender during the policyholder's lifetime.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Atlanta Life Insurance Company underwrites and distributes individual life insurance products, primarily term life insurance (10, 20, or 30-year coverage periods with fixed level premiums) and permanent life insurance (lifetime coverage with tax-advantaged cash value accumulation and living benefit access). Term products are issued/underwritten by Banner Life Insurance Company. The company supports purchase with scenario planning modules and a Personal Wealth Potential™ Calculator for income protection, debt coverage, legacy/wealth transfer, and final expense planning.

Product overview

Atlanta Life Insurance Company offers a focused life insurance product portfolio centered on two core products: Term Life Insurance and Permanent Life Insurance. Term Life Insurance provides affordable, time-bound protection (10, 20, or 30-year terms) for specific financial obligations, while Permanent Life Insurance delivers lifelong coverage with built-in cash value accumulation that policyholders can access during their lifetime. The company supplements these core products with a Personal Wealth Potential™ Calculator tool and four scenario-based planning modules (Income Replacement & Bills, Home & Mortgage Protection, Final Expenses & Emergencies, Legacy & Peace of Mind) that help customers understand how life insurance can address their specific financial situations.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance Individual term life insurance policy providing a tax-free death benefit to named beneficiaries if the insured dies within a fixed 10-, 20-, or 30-year term. Premiums are level for the term, and coverage can be used for income replacement, mortgage payoff, or other family protection needs. Available to individual consumers across most U.S. states and underwritten by Banner Life Insurance Company.
• Permanent Life Insurance Individual permanent life insurance policy providing lifetime coverage that never expires as long as premiums are paid, with a tax-advantaged cash value component that grows over time and can be accessed by the policyholder. Designed for individual consumers seeking permanent protection, wealth transfer, legacy planning, final expense funding, and access to living benefits.

Quantifiable outcome

• Most people can complete the application in under 15 minutes
• +1 more outcomes

Segments5 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.

• Banner Life Insurance CompanycoreChannel Partner/ Reseller/ DistributorBanner Life Insurance Company (Urbana, MD) serves as the underwriter and issuer of term life insurance products offered on the Atlanta Life Insurance Company website. Products are distributed through Atlanta Life's digital platform and agent network.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Bestow: Bestow offers term life online through a fully digital, no-exam experience, competing for the same direct-to-consumer life insurance shopper as Atlanta Life's digital channel.
• Ladder: Ladder is a digital-first insurtech offering instant-issue term life online with no agents, competing for the same direct-to-consumer segment Atlanta Life targets but with a fully tech-native experience.
• Ethos: Ethos sells term and whole life insurance online with simplified underwriting, directly overlapping Atlanta Life's term and permanent life SKUs and competing for the same digital customer.

Direct peers

• Globe Life: Globe Life sells term and whole life insurance direct-to-consumer and through agents to middle-income American families, mirroring Atlanta Life's target customer and product mix.
• Primerica: Primerica distributes term life (underwritten by Citi/now Primerica Life) through a large independent sales force to middle-income households — a near-identical model to Atlanta Life's agent-led term distribution approach.
• Banner Life Insurance Company: Banner Life underwrites and issues Atlanta Life's term life products and serves the same individual consumer market with comparable term life and universal life products, making it both a partner and the closest functional comparator.
• Foresters Financial: Foresters Financial is a mission-driven fraternal life insurer offering term, whole, and universal life with a community-benefit orientation closely analogous to Atlanta Life's community-focused positioning.
• Lincoln Heritage Life Insurance: Lincoln Heritage focuses on final expense and simplified issue life insurance sold direct-to-consumer and through agents, overlapping directly with Atlanta Life's final expense scenario and permanent life offerings.

Broad incumbents

• Northwestern Mutual: Northwestern Mutual is a leading incumbent in permanent life, disability income, and wealth planning distributed through financial advisors, competing with Atlanta Life on legacy and wealth-building use cases.
• New York Life: New York Life is a broad mutual life insurer offering term, whole, universal life, and wealth products through a large agent force — a much larger incumbent competing for the same individual life insurance customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/atlantalife
• Xx.com/atlantalifeins

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Atlanta Life Insurance