LifeHelp

What LifeHelp does

LifeHelp, operating legally as Cuenca & Associates Insurance Agency, Inc., is a privately held, family-owned insurance administrator headquartered in Redding, California. Founded in 1972 in San Jose as an insurance agency serving credit unions and their members, the company has evolved over more than 50 years into a nationwide third-party administrator (TPA) of credit union, association, and employer-sponsored insurance programs. The company serves three primary customer segments: individual credit union members purchasing term life insurance, credit unions seeking to offer member insurance benefits, and insurance carriers, brokers, and employers requiring back-office administrative support. LifeHelp is licensed to transact business in all 50 U.S. states and the District of Columbia, administers 500,000+ records, and reports $100M+ in claims paid to credit union members and $20B+ in coverage in force for NCFlex members.

LifeHelp's product portfolio includes three core term life insurance products underwritten by New York Life—Young Family Group Term Life (ages 18-55, up to $125,000), 50-Plus Group Term Life, and Guaranteed Issue Term Life (ages 18-64, up to $50K, no medical exam)—alongside TPA service offerings covering premium billing, data integration, policy administration, claims processing, customer correspondence, call center support, and custom reporting. The company operates an online insurance administration platform with payment processing, billing, and customer service capabilities, supported by an in-house development team that builds bespoke administrative tools and integrations. Supporting digital tools include an Imputed Income Calculator for NCFlex members and an Online Payment Portal (Converge/Elavon integration) that enables members to make credit/debit card payments for New York Life policies.

LifeHelp's revenue is generated primarily through managed services fees, with three streams: TPA administration fees paid by insurance carriers, brokers, and employers for back-office services; insurance program management fees derived from administering life insurance programs for credit unions and their members; and NCFlex administrative services fees under the partnership with Voya Financial dating to 2003. The go-to-market motion is multi-channel: credit union channel partnerships leveraging direct mail and email co-marketing (B2B2C), enterprise field sales to carriers and brokers for TPA contracts, and direct-to-consumer online applications. Strategic partners include New York Life (principal insurer), Voya Financial (NCFlex), AIG Benefit Solutions, and Securian Financial Group.

Name

LifeHelp

Legal name

Cuenca & Associates Insurance Agency, Inc.

Website

https://lifehelp.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

LifeHelp is a family-owned, nationwide third-party administrator offering term life insurance to credit union members and TPA services to carriers, brokers, and employers across all 50 U.S. states, in partnership with New York Life, Voya, AIG, and Securian.

Ownership category

akta.pro rank

Product category

Insurance Third-Party Administration

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311)

akta.pro primary industry

Group Life Administration/Enrollment Platforms (TPA & Benefits Admin) (FSAIADAJ)

akta.pro secondary industries

Ancillary Benefits TPA (Dental/Vision/Life/Accident/Critical Illness) (HLAEALAN), Basic Group Term Life (Employer-Paid) (FSAIADAA)

Keywords

• Third-party insurance administration
• Credit union insurance programs
• Group term life insurance
• Insurance premium billing
• Claims processing services

Headquarters

HQ city

Redding

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. TPA Administration Fees: Third party administration services for insurance carriers, brokers, and employers. Revenue generated from premium billing, claims processing, policy administration, and reporting services.
2. Insurance Program Management: Administrative and billing services for credit union member insurance programs. Revenue derived from managing life insurance programs for credit unions and their members.
3. NCFlex Administrative Services: Administrative and billing services for NCFlex members and payroll centers since 2003, managing coverage and billing for voluntary insurance benefits.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

LifeHelp is a nationwide third-party administrator (TPA) that administers life insurance programs for credit unions, associations, and employer-sponsored programs on behalf of major carriers such as New York Life, AIG, Voya, and Securian Financial. The company distributes group term life insurance products to credit union members and provides back-office administrative services including premium billing, claims processing, policy administration, and call center support.

Product overview

LifeHelp is a third-party administrator offering a portfolio of credit union member insurance products and administrative services. The core product suite includes three term life insurance offerings: Young Family Group Term Life (ages 18-55, up to $125,000), 50-Plus Group Term Life (for members 50+), and Guaranteed Issue Term Life (ages 18-64, up to $50,000), all underwritten by New York Life. Supporting these products are service offerings including TPA Services for carriers/brokers, NCFlex Administrative Services in partnership with Voya Financial, and Credit Union Member Services featuring direct mail and email marketing channels. Digital tools include an Imputed Income Calculator and Online Payment Portal for member convenience. The company operates as a single unified platform combining insurance administration, billing, claims processing, and member support services.

Differentiator

Problem solved

Functional benefit

Products and services

• Young Family Group Term Life Insurance
• 50-Plus Group Term Life Insurance Group term life insurance designed for credit union members aged 50 and older, providing coverage with simplified underwriting and guaranteed issue options under New York Life Policy No. G-30180-0.
• Guaranteed Issue Term Life Insurance Term life insurance for individuals aged 18-64 with coverage amounts up to $50,000, available without medical exam requirements, under New York Life Policy No. G-30180-0-GIT.
• Third Party Administration (TPA) Services Comprehensive back-office insurance administration services for insurance carriers, brokers, and employers, including premium billing, data integration, policy administration, claims processing, customer correspondence, call center support, and custom reporting.
• NCFlex Administrative Services Administrative and billing services for NCFlex voluntary benefits program members and payroll centers since 2003, including imputed income calculation, continuation options, and portability support, delivered in partnership with Voya Financial.
• Credit Union Member Insurance Programs Direct marketing, distribution, and administration services that enable credit unions to offer life insurance programs to their members, featuring group life, direct mail, and email marketing channels that generate non-interest income for the credit union at no cost.

Quantifiable outcome

• 285,000+ policies administered for NCFlex members
• +5 more outcomes

Named customers3 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

Feature4 records

Partnerships

Two partnerships are on record, tiered core and primary/flagship.

• Voya FinancialcoreStrategic or Co-development Partner · 1 January 2003Voya Financial is LifeHelp's partner for NCFlex voluntary benefits administration. Voya serves 14.3 million individual, workplace and institutional clients as a leading health, wealth and investment company. LifeHelp has been providing administrative and billing services for NCFlex members since 2003.
• New York Lifeprimary/flagshipStrategic or Co-development PartnerNew York Life is LifeHelp's principal insurer partner. Founded in 1845, New York Life is the largest mutual insurance company in the United States with the highest financial strength ratings. LifeHelp offers insurance products through New York Life for credit union members.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• PlanSource: PlanSource is a cloud-based benefits administration and employee enrollment platform that handles voluntary benefits including life insurance. It represents an emerging technology-led TPA entrant competing for the same carrier and employer relationships LifeHelp serves.
• Businessolver: Businessolver is a benefits administration technology platform used by large employers to manage benefits including voluntary life and ancillary products. It represents the modern, technology-led benefits TPA model that LifeHelp could be displaced by in larger employer accounts.
• OneDigital: OneDigital is one of the largest US insurance brokerage and benefits administration firms, providing TPA-like services for group and voluntary benefits. It competes for the same enterprise TPA and employer mandates LifeHelp targets via its carrier/broker/employer sales motion.

Direct peers

• WEA Trust: WEA Trust is a not-for-profit third-party administrator offering group life, disability, and accident insurance, often in partnership with associations and employer groups. Its TPA model for voluntary benefits closely parallels LifeHelp's NCFlex and credit union administration business.
• TruStage (formerly CMFG Life Insurance Company): TruStage is the insurance and financial services arm of the credit union movement, offering life, disability, and auto products to credit union members. It is the most direct competitor to LifeHelp in the credit-union-affiliated life insurance distribution and administration space.
• CUNA Mutual Group: CUNA Mutual provides insurance, investment, and lending solutions to credit unions and their members. It directly overlaps with LifeHelp in credit-union-sourced life and ancillary insurance products and administration.

Broad incumbents

• AIG Benefit Solutions: AIG Benefit Solutions is LifeHelp's TPA partner of 10+ years and a major carrier of group and individual life and disability insurance. As a broad incumbent, AIG both supplies product and consumes LifeHelp's administration services across enterprise accounts.
• Voya Financial: Voya Financial is a large retirement, investment, and insurance company and LifeHelp's NCFlex partner since 2003. Voya is a broad incumbent in voluntary workplace benefits and could insource the NCFlex administration LifeHelp currently performs.
• Securian Financial: Securian Financial is a national life insurance carrier cited as a LifeHelp partner for key accounts and distribution. As a broad incumbent, it competes in group and individual life while using TPAs like LifeHelp for back-office administration.
• New York Life: New York Life is LifeHelp's principal insurer partner and one of the largest US life insurers, with a broad portfolio including term, whole, and universal life, plus annuities and long-term care. It represents the broad incumbent whose brand and products flow through LifeHelp's credit union channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LifeHelpInsurance
• LinkedInlinkedin.com/uas/login-submit
• Instagraminstagram.com/lifehelpinsurance

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 LifeHelp