Heartland National Life

What Heartland National Life does

Heartland National Life Insurance Company is a privately-held, Missouri-domiciled insurance carrier founded in 1964 and headquartered in Independence, MO (4200 Little Blue Pkwy Ste 400), with a mailing-address operations site in Winston-Salem, NC. The company is a subsidiary of The McDaniel Company and, as of April 29, 2026, counts Lightstone as a strategic investor in its parent following a capital and strategic-guidance transaction intended to scale the annuity business. Heartland operates with a lean headcount of 11–50 employees across executive leadership, agency services, operations, development, and accounting.

The company's product suite targets two overlapping senior-leaning segments. On the supplemental-health side it underwrites Medicare Supplement (Medigap), Hospital Indemnity (Secure Advantage Flex, low-single-dollar-month entry points averaging ~$50/month), Short-Term Home Health Care (Secure Choice, ages 40–85), and Cancer/Heart Attack/Stroke coverage (Simply Secure, up to $75,000 base plan). On the accumulation side it distributes Multi-Year Guaranteed Annuities (Secure Rate, $5,000 minimum, rates up to 5.70% on 10-year terms) and the Secure Retirement Series Fixed Indexed Annuity in three variants (Growth, Boost, Max Bonus) with up to a 25% day-one bonus and index-linked participation. Products are approved across 36 states, with sub-branded line extensions indicating deliberate portfolio segmentation.

Heartland distributes through a nationwide network of contracted independent insurance agents and brokers (augmented by a dedicated Agent Portal at hnlicagent.com), with a parallel direct-to-consumer motion via a 1-888-616-0015 phone line and the policyaccess.com policyholder portal. Its producer bench, as published, includes a VP of Sales, a VP of Annuities, a CMO, a CRO, a CFO, six-plus Broker Sales Managers, a Director of Agency Services, a Director of Accounting, in-house Senior/Junior Developers, a Senior Accountant, and operational/agency-services representatives. Heartland does not provide pricing or premium volumes publicly; no revenue, ARR, or in-force values are disclosed. The company self-reports 40,000+ policyholders, 61 years of operation, and 40+ industry awards, alongside a self-declared 100% customer-satisfaction guarantee.

Name

Heartland National Life

Legal name

Heartland National Life Insurance Company

Website

https://heartlandnationallife.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

Heartland National Life is a privately-held, Missouri-domiciled insurance carrier offering Medicare Supplement, Hospital Indemnity, Home Health Care, critical illness, and annuity (MYGA/FIA) products to 40,000+ policyholders across 36 states via independent agents and direct-to-consumer channels.

Ownership category

akta.pro rank

Product category

Supplemental Health and Annuity Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Life Insurance (6311)

akta.pro primary industry

Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM)

akta.pro secondary industry

Annuity + LTC / Long-Term Care Riders (FSAIAJAC)

Keywords

• Medicare supplement insurance
• Hospital indemnity coverage
• Home health care insurance
• Fixed indexed annuities
• Supplemental health insurance

Headquarters

HQ city

Independence

HQ country

United States

HQ region

North America

Offices2 records

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: Heartland National Life generates revenue through insurance premiums collected from policyholders for Medicare Supplement, Hospital Indemnity, Home Health Care, and Cancer/Heart Attack/Stroke coverage products.
2. Annuity Products: Revenue generated from Multi-Year Guaranteed Annuities (MYGA) and Fixed Indexed Annuities (FIA). These products provide guaranteed interest rates and indexed growth opportunities with minimum $5,000 investments.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Heartland National Life Insurance Company underwrites and distributes supplemental health insurance and annuity products for individual consumers in the United States. Its core offerings include Medicare Supplement (Medigap) policies, Hospital Indemnity insurance, Home Health Care coverage, Cancer/Heart Attack/Stroke supplemental insurance, Multi-Year Guaranteed Annuities (MYGA), and Fixed Indexed Annuities (FIA). Products are sold through a nationwide network of independent insurance agents and brokers as well as direct-to-consumer phone and online channels across 36 states.

Product overview

Heartland National Life offers a portfolio of supplemental insurance products designed to fill gaps in existing Medicare and primary health coverage. The product suite includes Medicare Supplement insurance, Hospital Indemnity, Home Health Care, and Cancer/Heart Attack & Stroke coverage as health insurance products, alongside annuity products including Multi-Year Guaranteed Annuities (MYGA) with terms from 3-10 years and Fixed Indexed Annuities with principal protection and market-linked growth potential. The company operates as an independent insurance provider offering these products through agents and brokers across 36 states.

Differentiator

Problem solved

Functional benefit

Brands

• Simply Secure: Cancer, Heart Attack & Stroke insurance plan offering personalized and flexible coverage for out-of-pocket costs associated with serious diagnoses.
• Secure Advantage Flex
• Secure Choice
• Secure Rate
• Secure Retirement Series

Products and services

• Medicare Supplement (Medigap) Medicare Supplement (Medigap) insurance that helps bridge gaps in Original Medicare Part A and B coverage, addressing expenses such as deductibles and copays, and offering additional coverage for services not covered by Original Medicare such as emergency medical care while traveling abroad. Targeted at Medicare-eligible individuals and seniors.
• Hospital Indemnity – Secure Advantage Flex Hospital Indemnity plan under the Secure Advantage Flex brand, providing cash benefits for hospital-related events such as inpatient stays and outpatient treatment. Issued for ages 18 to 85 with lifelong renewability and flexible rider options, starting as low as $3 per month and averaging around $50 per month. Targeted at individuals who want a buffer against out-of-pocket hospital expenses not covered by primary health insurance.
• Home Health Care – Secure Choice Short-term Home Health Care plan under the Secure Choice brand providing coverage for skilled and general nursing care, rehabilitation therapies, prescription drugs, and home health aide services for individuals aged 40 to 85. Designed to assist with expenses associated with in-home recuperation and therapeutic treatment.
• Cancer, Heart Attack & Stroke – Simply Secure Supplemental insurance under the Simply Secure brand providing personalized and flexible plans to cover out-of-pocket costs associated with cancer, heart attack, and stroke diagnoses. Offers up to $75,000 in base plan coverage, issue ages 18 to 90, and four optional riders with additional premiums. Targeted at individuals seeking financial protection against critical-illness-related expenses.
• Multi-Year Guaranteed Annuity (MYGA) – Secure Rate Multi-Year Guaranteed Annuity under the Secure Rate brand providing a guaranteed fixed interest rate for a specified period of 3 to 10 years, with principal protection and tax-deferred growth. Current rates include 3-year at 5.20%, 5-year at 5.50%, 7-year at 5.60%, and 10-year at 5.70%, with a $5,000 minimum investment. Designed for individuals seeking principal-protected retirement savings with predictable returns.
• Fixed Indexed Annuity – Secure Retirement Series Fixed Indexed Annuity series under the Secure Retirement brand with three versions (Growth, Boost, Max Bonus) offering market-index-linked growth with 100% principal protection. Features include up to a 25% day-one bonus (vested over time), S&P 500 50% participation, NASDAQ-100 150% participation, and up to a 10% cap, with a $5,000 minimum investment. Targeted at retirement savers seeking market-linked upside with downside protection.

Quantifiable outcome

• 40,000+ Happy Policyholders
• +6 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Kansas City RoyalsminorGTM or Marketing PartnerHeartland National Life has partnered with the Kansas City Royals and Royals legend George Brett in their fight against ALS. This partnership demonstrates the company's commitment to giving back to the community and supporting causes that matter to customers and employees. The partnership aims to raise awareness and funds to help find a cure for ALS, bringing together the power of sports and the insurance industry to make a positive impact.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Combined Insurance (Chubb): Combined Insurance, a Chubb subsidiary, sells supplemental health (hospital indemnity, accident, cancer) and Medicare Supplement products through captive and independent agents — comparable in supplemental-product focus but with parent-company scale.
• Anthem Blue Cross Blue Shield: Anthem offers Medicare Supplement and supplemental health plans through Blue Cross Blue Shield networks across multiple states — a broad incumbent competing in Heartland's geographic footprint.
• Humana: Humana is one of the largest U.S. Medicare-focused insurers, offering Medicare Supplement, Medicare Advantage, and supplemental coverage through agent and direct channels — a broader incumbent operating in Heartland's core market.
• Aetna (CVS Health): Aetna, part of CVS Health, is a diversified health insurer offering Medicare Supplement and supplemental products through agent networks at significantly greater scale than Heartland.
• Cigna (Supplemental Health): Cigna is a major national health insurer whose Supplemental Health segment sells Medicare Supplement and Hospital Indemnity products via independent agents — comparable in product line but operating at vastly larger scale.
• UnitedHealthcare (Medicare Supplement): UnitedHealthcare is the largest U.S. Medicare Supplement carrier (branded as AARP Medicare Supplement via UnitedHealthcare), serving as the dominant broad incumbent in Heartland's category.

Direct peers

• ManhattanLife: ManhattanLife is a smaller private/mutual insurer focused on Medicare Supplement, final expense, and supplemental health, sold through independent agents — making it a close size-and-strategy comparable to Heartland National Life.
• Mutual of Omaha: Mutual of Omaha is a long-standing mutual insurer offering Medicare Supplement, annuities, and supplemental health products through a national independent agent network, directly comparable to Heartland's product suite and distribution model.
• Globe Life: Globe Life operates a similar agent-driven distribution model focused on supplemental life and health products (including Medicare Supplement-adjacent coverage) targeting middle-income American families.

Emerging players

• Wellabe: Wellabe is a smaller, growth-focused carrier providing Medicare Supplement and supplemental health products via agents and direct-to-consumer channels — a near-size-comparable emerging peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hnlicagents
• Facebookfacebook.com/HNLIC
• LinkedInlinkedin.com/company/hnlic

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds1 record

Investors1 record

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 Heartland National Life