Life Products

What Life Products does

Life Products is a US-based life insurance provider headquartered in Laguna Hills, California, distributing a multi-line portfolio of life insurance products and riders to individual consumers, families, seniors, and small businesses. The core product set spans Term Life, Whole Life, Universal Life, and Variable Life Insurance, augmented by a modular rider suite (Critical Illness accelerated death benefit, Disability waiver of premium, and Long-Term Care Options) and specialized offerings including $50,000 Life Insurance for Seniors, Guaranteed Universal Coverage with simplified underwriting, Key Person Insurance, and Buy-Sell Agreement Coverage for business succession. Distribution is anchored on a network of qualified insurance advisors who guide customers through policy selection, beneficiary designations, and annual reviews, with online quote tools and coverage calculators serving as top-of-funnel acquisition assets.

The business model is commission-based life insurance distribution with no publicly disclosed pricing, premium rates, or product tiers. Customer segmentation is horizontal and persona-driven: Families with Dependents (primary), Seniors aged 50+, and Business Owners (secondary), each with distinct use cases ranging from income replacement and mortgage protection to business continuity. The firm operates as a private, for-profit entity with 11-50 employees and no disclosed ownership, parent company, funding history, revenue, leadership roster, regulatory actions, or M&A activity.

A material inconsistency exists between the firmographics description ("natural products for the better life") and the entirety of the structured product, segment, and channel data, which consistently describes a life insurance business. The source material is also heavily descriptive of product categories with thin disclosure on company-specific operating metrics, scale, or strategic history.

Name

Life Products

Legal name

Life Products

Website

https://lifeproducts.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Life Products is a US-based life insurance provider in Laguna Hills, California, offering term, whole, universal, and variable life policies alongside senior-focused and business-continuity coverage, distributed through a qualified insurance advisor network.

Ownership category

akta.pro rank

Product category

Life Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Level Term Life Insurance (FSAIAAAA)

akta.pro secondary industries

Whole Life Insurance (FSAIABAA), Simplified Issue Whole Life / UL Insurance (FSAIABAH)

Keywords

• Life insurance
• Term life coverage
• Whole life insurance
• Universal life policies
• Senior life insurance

Headquarters

HQ city

Laguna Hills

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Distribution channels2 records

Marketing channels2 records

Core offering

Life Products is a private life insurance provider offering a portfolio of policy types including term, whole, universal, and variable life insurance, along with add-on riders (critical illness, disability, long-term care) and specialized senior-focused products. Distribution is handled through qualified insurance advisors supported by online quote tools and educational resources.

Product overview

Life Products offers a comprehensive portfolio of life insurance products across multiple policy types and specialized offerings. The core product lineup includes Term Life Insurance, Whole Life Insurance, Universal Life Insurance, and Variable Life Insurance, each designed for different financial planning needs ranging from pure protection to wealth accumulation. The company provides various add-on riders including Critical Illness benefits, Disability Benefits, and Long-Term Care Options that extend the protective scope of base policies. Specialized products include $50,000 Life Insurance for Seniors and Guaranteed Universal Coverage targeting the 50+ demographic with accessible, simplified coverage. For business continuity, Life Products offers Key Person Insurance and Buy-Sell Agreement Coverage as part of commercial insurance solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Term Life Insurance

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights4 records

Direct peers

• SelectQuote: Direct-to-consumer insurance comparison platform specializing in term life, with an inside sales team for closing — comparable distribution model and product focus to Life Products.
• Ethos: Online life insurance agency offering term and whole life with simplified underwriting, including products targeted at older applicants — directly overlaps with Life Products' senior-focused line.
• Haven Life: Digital-first term life agency (backed by MassMutual) offering simplified-issue term policies online; competes for the same digitally-savvy families with dependents that Life Products targets.
• Ladder: Fully digital term life insurance provider allowing instant coverage adjustments online; competes in the same term-life-for-families segment as Life Products' core term offering.
• Quotacy: Online life insurance quote comparison and brokerage service offering policies from multiple carriers — similar hybrid digital-plus-advisor distribution and broad life product portfolio.
• Policygenius: Online life insurance (and broader) brokerage that combines digital quote/compare tools with licensed advisor support — directly comparable to Life Products' hybrid online-plus-advisor model and multi-product lineup.
• Fidelity Life: Life insurance carrier with direct-to-consumer and agent channels offering term, whole, and final expense policies — comparable in product breadth and senior-focused positioning.
• Americo: Life insurance carrier with strong senior-market focus including final expense and simplified-issue whole life; comparable to Life Products' $50K senior and Guaranteed Universal Coverage products.
• Bestow: Direct-to-consumer term life insurance agency using simplified underwriting and digital application; comparable in product scope and target customer (families, young professionals).

Broad incumbents

• Mutual of Omaha: Established multi-line insurance carrier with a significant life insurance portfolio including term, whole, and senior-focused products; broader incumbent competing across Life Products' entire product set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lifeproducts
• Facebookfacebook.com/lifeproducts

Revenue estimate

Valuation estimate

Number of profiles

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 Life Products