USBA
USBA is a nonprofit 501(c)(9) association, founded in 1959 and headquartered in Overland Park, Kansas, that provides group life insurance and TRICARE/CHAMPVA health supplements to U.S. military personnel, federal employees, veterans, and their families, with all policies underwritten by New York Life.
- Company typePrivate
- Founded1959
- HeadquartersOverland Park, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What USBA does
USBA (Uniformed Services Benefit Association) is a nonprofit 501(c)(9) association founded in 1959 and headquartered in Overland Park, Kansas, that provides group life and health insurance supplements exclusively to U.S. military personnel, federal civilian employees, National Guard and Reserve members, veterans, and their families. Its core product portfolio centers on term life insurance (5, 10, 15, and 20-Year Group Level Term policies plus a TWO for ONE joint-spouse policy introduced in 1993), whole life insurance (Group, Children's, 50+, and Senior variants), and TRICARE and CHAMPVA health insurance supplements. All Group Life Insurance policies are underwritten by New York Life Insurance Company under a strategic alliance that has been in place for over 30 years, providing the claims-paying ability rated AA+ (S&P), A++ (A.M. Best), Aa1 (Moody's), and AAA (Fitch). USBA's underwriting is supported by New York Life's proprietary QuickDecision process, which delivers real-time application decisions for eligible members without a medical exam by combining online health questions with prescription history, medical claims data, and Medical Information Bureau (MIB) data.
USBA operates on a direct-to-consumer and agent-supported distribution model, with no membership fees or annual dues. Members can apply online, call phone-based product specialists, or work with a network of insurance agents; active duty and retired military members can pay premiums via military allotment, with EZ PAY automatic bank draft and credit card as alternatives. Pricing is subscription-based and varies by age, gender, tobacco use, coverage amount, and policy type, with term policies starting as low as $4.50-$7.00 per month for $100,000 of coverage. Beyond insurance, USBA offers member benefits including no-cost $5,000 AD&D, LTCRPlus long-term care, IDShield identity theft protection, Farmers GroupSelect auto/home insurance, Hertz rental discounts, and EA+ emergency roadside assistance, plus the William A. Dietrich Memorial Scholarship program. Member servicing is delivered through an online portal and iOS/Android mobile applications.
The company has 101-250 employees, maintains a Board chaired by retired senior military officers, and operates as a private nonprofit — it does not have publicly disclosed financials, traditional shareholders, or external funding rounds. USBA Services, Inc. is a wholly owned subsidiary supporting insurance and financial services operations. Coverage is available across all 50 U.S. states, the District of Columbia, Puerto Rico, and Canada (excluding Quebec), with select state-specific policy restrictions. Leadership transitioned to Victoria S. Diamond as President/CEO in April 2025.
USBA firmographics
Firmographics- Name
- USBA
- Legal name
- Uniformed Services Benefit Association
- Website
- https://usba.com
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- USBA is a nonprofit 501(c)(9) association, founded in 1959 and headquartered in Overland Park, Kansas, that provides group life insurance and TRICARE/CHAMPVA health supplements to U.S. military personnel, federal employees, veterans, and their families, with all policies underwritten by New York Life.
- Ownership category
- akta.pro rank
USBA industry classification
Industry- Product category
- Group Life & Health Insurance
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411), Direct Health and Medical Insurance Carriers (524114), Health and Welfare Funds (52512), Direct Life Insurance Carriers (524113)
- SIC
- Life Insurance (6311), Accident & Health Insurance (6321), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Ancillary Employer Benefits (Life/Disability/Accident/Critical Illness) (HLAEAAAK)
- akta.pro secondary industries
- Group AD&D Insurance (Employer-Sponsored) (FSAIALAA), Voluntary/Worksite AD&D Insurance (Employee-Paid) (FSAIALAB)
Keywords
Where USBA is headquartered
LocationHeadquarters
- HQ city
- Overland Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
USBA business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Insurance Premiums: USBA generates revenue through monthly insurance premiums paid by members for term life, whole life, and health insurance supplement policies. Premium payments can be made through military allotment, automatic bank draft (EZ PAY), or credit card payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 15-Year Group Level Term Life Insurance |
| Subscription | Monthly | 10-Year Group Level Term Life Insurance |
| Subscription | Monthly | 5-Year Group Level Term Life Insurance |
| Subscription | Monthly | AD&D Coverage Rider |
| Subscription | Monthly | Children's Group Term Life Coverage |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
USBA product offering
Product offeringCore offering
USBA (Uniformed Services Benefit Association) is a nonprofit 501(c)(9) association that sells group term life, whole life, and accidental death & dismemberment insurance, along with TRICARE and CHAMPVA health insurance supplements, exclusively to military personnel, federal employees, veterans, and their families. All life insurance policies are underwritten by New York Life Insurance Company through a 30+ year strategic alliance, while USBA manages membership, sales, distribution, and member service.
Product overview
USBA (Uniformed Services Benefit Association) is a nonprofit 501(c)(9) association offering group life and health insurance products exclusively to military personnel, federal employees, veterans, and their families. The product portfolio centers on term life insurance products (5, 10, 15, and 20-Year Group Level Term policies plus the TWO for ONE joint spouse policy) and whole life insurance (Group, Children's, 50+, and Senior variants), all underwritten by New York Life Insurance Company. Health insurance supplements include TRICARE Prime/Select/Reserve/Retired Reserve and CHAMPVA offerings. Optional riders include AD&D and Children's term life coverage. Special member benefits include no-cost AD&D, long-term care, identity theft protection, auto/home insurance, car rentals, and emergency roadside assistance through partner programs. Member services include an online portal, mobile apps for iOS and Android, and an agent service center.
Differentiator
Problem solved
Functional benefit
Products and services
- 5-Year Group Level Term Life Insurance Flexible term life insurance protection offering coverage from $25,000 to $250,000 with monthly premiums starting at $7.00 for eligible members age 64 and younger.
- 10-Year Group Level Term Life Insurance Level term life insurance designed for families during mortgage-paying and family-raising years, with coverage from $25,000 to $750,000 starting at $4.50 per month. Not available in New York.
- 15-Year Group Level Term Life Insurance Most popular term life policy offering level premiums for 15 years with coverage from $25,000 to $750,000, starting at $5.75 per month for eligible members age 64 and younger.
- 20-Year Group Level Term Life Insurance Long-term level term life insurance providing 20 years of locked-in coverage with premiums expected to remain level and coverage amounts from $25,000 to $750,000.
- TWO for ONE Group Level Term Life Insurance Unique joint spouse life insurance policy covering both legally married spouses equally under one policy, with optional children's coverage available.
- Group Whole Life Insurance Permanent life insurance with increasing cash value, guaranteed never-increasing premiums and guaranteed never-decreasing coverage, accumulating cash value while in force.
- Children's Group Whole Life Insurance Permanent life insurance coverage for children starting at $1.60 per month, providing lifetime protection and accumulating cash value.
- 50+ Group Whole Life Insurance Lifelong coverage available to members age 50 or over, purchased through age 71 and kept for life with guaranteed level premiums.
- Senior Group Whole Life Insurance Fixed level coverage with guaranteed level premium for ages 72-80, offering coverage ranges from $1,000 to $50,000.
- $40,000 Accidental Death and Dismemberment (AD&D) Coverage Optional rider providing $40,000 for accidental loss of life, both hands/feet, or sight of both eyes; $20,000 for single limb or eye loss; available for $2.00 per month.
- Children's Group Term Life Coverage Optional rider allowing eligible dependent children (unmarried, ages 14 days through 25 years) to be insured at $1.50 per unit per month.
- TRICARE Prime Supplement Insurance Health insurance supplement designed to work with TRICARE Prime coverage for eligible military personnel and families.
- TRICARE Select Supplement Insurance Health insurance supplement for TRICARE Select beneficiaries, helping cover out-of-pocket costs.
- TRICARE Active Duty Family Member Supplement Supplement insurance for family members of active duty service members enrolled in TRICARE.
- TRICARE Reserve Select Supplement Health insurance supplement for National Guard and Reserve members covered under TRICARE Reserve Select.
- TRICARE Retired Reserve Supplement Supplement insurance for retired reserve members covered under TRICARE Retired Reserve.
- CHAMPVA Supplement Insurance Health insurance supplement for beneficiaries of the Civilian Health and Medical Program of the Department of Veterans Affairs.
- No-Cost $5,000 AD&D Coverage Free accidental death and dismemberment coverage offered as a member benefit, providing $5,000 of coverage at no cost.
- LTCRPlus Group Long Term Care Benefit Program Long-term care insurance coverage program offered as a special member benefit through USBA.
- IDShield Identity Theft Protection Identity theft protection service available to USBA members as a discounted special offer.
- Farmers GroupSelect Auto and Home Insurance Exclusive auto and home insurance program available only to USBA members through Farmers Insurance.
- Hertz Car Rental Discount Program Discounted car rental program for USBA members offering preferential rates through Hertz.
- EA+ Emergency Assistance Plus Emergency roadside assistance program available exclusively to USBA members.
- Member Service Center (Online Portal) Online member portal providing access to policy information, payment management, beneficiary updates, address changes, and renewal processing.
- USBA Member Service Center Mobile App Mobile application available for iPhone and Android devices enabling members to access their accounts and manage policies on the go.
- Agent Service Center Online portal for USBA insurance agents to manage applications, track commissions, access eKits, and handle prospect communications.
Companies that use USBA
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
USBA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
USBA partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- Veterans Community Project (VCP)minorUSBA volunteers in home construction and property maintenance for VCP's village of tiny homes for homeless veterans in Kansas City, Missouri. USBA and New York Life co-sponsored one of the tiny homes.
- Wreaths Across AmericaminorSince 1992, USBA has participated in Wreaths Across America's mission to remember fallen veterans by sponsoring and placing 500 wreaths on veterans' graves at Fort Leavenworth, Kansas each December.
- Farmers GroupSelectminorExclusive auto and home insurance program available to USBA members through Farmers GroupSelect.
- HertzminorDiscounted car rental program available to USBA members through Hertz.
- EA+ Emergency Assistance PlusminorEmergency roadside assistance program available exclusively to USBA members.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
USBA competitors and assessment
Company assessmentBroad incumbents
- MetLife: MetLife is one of the largest U.S. life insurers with broad employer-sponsored group life, voluntary/worksite, and individual life products. It overlaps with USBA in the employer-sponsored group life and AD&D categories but at vastly larger scale and without USBA's military-niche focus.
- Prudential Financial: Prudential is a top-tier U.S. life insurer offering group life, group disability, voluntary benefits, and individual life. It serves large employers including federal contractors and competes with USBA's supplemental life positioning in the federal civilian market.
Direct peers
- Government Employees Benefit Association (GEBA): GEBA is a nonprofit association offering group insurance and financial products to federal civilian employees and their families—the same federal employee segment USBA targets. The shared association structure and federal employee focus make it a direct functional peer for USBA's non-military customer base.
- USAA: USAA is the dominant direct peer—a member-owned financial services organization serving active duty, veterans, and military families with auto, home, life, banking and investment products. Both USBA and USAA share the military-affinity membership model, mutual/association structure, and exclusive eligibility to the same audience, making USAA USBA's closest scale comparable.
- Navy Mutual Aid Association: Navy Mutual is a nonprofit membership association providing life insurance, annuities, and financial services primarily to Navy, Marine Corps, and Coast Guard personnel and their families. It is the most direct service-specific analogue to USBA's military-focused membership insurance model.
- Armed Forces Insurance Exchange: Armed Forces Insurance is a reciprocal insurance exchange serving active duty, reserve, National Guard, retired military, federal employees, and their families. Like USBA, it is a member-focused military affinity carrier offering personal lines and life products to a restricted audience.
- AAFMAA (American Armed Forces Mutual Aid Association): AAFMAA is a nonprofit mutual aid association serving military officers and their families since 1879, offering life insurance, survivor assistance, and financial planning. Its membership model, focus on officers, and life insurance core overlap directly with USBA's value proposition and product set.
Others
- New York Life Insurance Company: New York Life is USBA's exclusive underwriting partner and is the actual risk-bearing carrier for every USBA Group Life policy. As the upstream capital and claims-paying provider, it is the most operationally important counterparty for USBA rather than a market competitor.
- SGLI / VGLI (U.S. Department of Veterans Affairs): Servicemembers' Group Life Insurance (SGLI) and Veterans' Group Life Insurance (VGLI) are federally subsidized group life programs that automatically cover active duty personnel and offer post-service continuation. They are not commercial peers but represent the dominant free/low-cost substitute against which USBA's entire life portfolio must compete.
Regional players
- Military Officers Association of America (MOAA): MOAA is a nonprofit advocacy and member services organization for officers, surviving spouses, and their families that partners with insurers to offer life, health, and financial products. It serves a largely overlapping military audience with an analogous membership-affinity distribution model.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
USBA social profiles
Digital presenceUSBA financial estimates
Financial estimateRevenue estimate
Valuation estimate
USBA leadership team
Management profileNumber of profiles
Profiles7 records
USBA subsidiaries and ownership
Company hierarchySubsidiaries1 record
USBA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
USBA 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 USBA
What does USBA do?
USBA (Uniformed Services Benefit Association) is a nonprofit 501(c)(9) association that sells group term life, whole life, and accidental death & dismemberment insurance, along with TRICARE and CHAMPVA health insurance supplements, exclusively to military personnel, federal employees, veterans, and their families. All life insurance policies are underwritten by New York Life Insurance Company through a 30+ year strategic alliance, while USBA manages membership, sales, distribution, and member service.
Is USBA a public or private company?
USBA is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was USBA founded?
USBA was founded in 1959. It employs 101 to 250 people.
Where is USBA based?
USBA is headquartered in Overland Park, United States, in the North America region.
How does USBA make money?
One revenue line is on record: insurance Premiums.
Who are USBA's main competitors?
Broad incumbents on record are MetLife and Prudential Financial. Direct peers are Government Employees Benefit Association (GEBA), USAA, Navy Mutual Aid Association, Armed Forces Insurance Exchange and AAFMAA (American Armed Forces Mutual Aid Association). Others are New York Life Insurance Company and SGLI / VGLI (U.S. Department of Veterans Affairs). Military Officers Association of America (MOAA) is listed as a regional player.
Does USBA have an API?
No public API is recorded for USBA.
What industry is USBA in?
USBA's product category is Group Life & Health Insurance. Its primary akta.pro industry code is HLAEAAAK, Ancillary Employer Benefits (Life/Disability/Accident/Critical Illness), with a secondary code of FSAIALAA, Group AD&D Insurance (Employer-Sponsored). Its NAICS code is 52411 and its SIC code is 6311.