USBA

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.

Name

USBA

Legal name

Uniformed Services Benefit Association

Website

https://usba.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

51–100 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

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 industry

PRIMARYHLAEAAAK

Ancillary Employer Benefits (Life/Disability/Accident/Critical Illness)

Healthcare & Life Sciences/Health Insurance & Managed Care/Commercial (Employer-Sponsored) Health Insurance

SECONDARYFSAIALAA

Group AD&D Insurance (Employer-Sponsored)

Financial & Insurance/Insurance — Life & Health/Accidental Death & Dismemberment (AD&D) Insurance

SECONDARYFSAIALAB

Voluntary/Worksite AD&D Insurance (Employee-Paid)

Financial & Insurance/Insurance — Life & Health/Accidental Death & Dismemberment (AD&D) Insurance

Keywords

• Group life insurance
• Military insurance
• TRICARE supplement
• Term life insurance
• Whole life insurance

Headquarters

HQ city

Overland Park

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, Others

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core 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.

Named customers5 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

Feature1 record

Partnerships

Five partnerships are on record, tiered minor.

• Veterans Community Project (VCP)minorOthersUSBA 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 AmericaminorOthersSince 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 GroupSelectminorGTM or Marketing PartnerExclusive auto and home insurance program available to USBA members through Farmers GroupSelect.
• HertzminorGTM or Marketing PartnerDiscounted car rental program available to USBA members through Hertz.
• EA+ Emergency Assistance PlusminorGTM or Marketing PartnerEmergency roadside assistance program available exclusively to USBA members.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad 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

• Facebookfacebook.com/299464827752
• Xx.com/USBA_Insurance
• LinkedInlinkedin.com/company/usba

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 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 USBA