White Swan
White Swan Insurance Solutions, Inc. is a private digital life insurance distribution platform that aggregates 30+ U.S. life carriers for agencies, BGAs, IMOs, RIAs, wealth managers, fintech/wealthtech embedders, and individual consumers, delivering end-to-end quoting, application, underwriting, and white-label workflows across 17 U.S. states.
- Company typePrivate
- Founded2019
- HeadquartersRehoboth Beach, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What White Swan does
White Swan Insurance Solutions, Inc. (operating as White Swan) is a private, Delaware-incorporated digital life insurance distribution platform founded in 2019 and headquartered in Rehoboth Beach, Delaware. The company builds an end-to-end brokerage stack that digitizes the life insurance sales workflow — needs analysis, sample plan visualization, quote requests, multi-carrier applications (HIPAA & SOC2 Type 2 compliant), underwriting case tracking, and policy issuance — across a product set spanning Term, Whole, Indexed Universal, Variable Universal, Guaranteed Universal, Linked Benefit/Long-Term Care, Accidental Death, and Final Expense insurance. Underlying technology includes an AI-assisted landing page builder, a REST API, white-label and embed capabilities, no-code configuration, and a Zapier integration that exposes the platform to 6,000+ third-party applications; integrations extend to Wealthbox CRM, Back9 Insurance, and Paperclip Mojo (with downstream connectivity to iPipeline, Agencybloc, Salesforce, and NetX360).
The platform aggregates 30+ U.S. life carriers including MassMutual, Prudential, Nationwide, Allianz Life, Pacific Life, Symetra, AIG, Guardian, Lincoln Financial, John Hancock, Transamerica, and Equitable, serving a multi-segment customer base: insurance agencies and brokerages, Broker General Agencies (BGAs) and Independent Marketing Organizations (IMOs), Registered Investment Advisors (RIAs) and wealth managers, life insurance carriers seeking digital distribution, fintech and wealthtech platforms embedding insurance, business owners using cash-value life insurance for succession planning, and individual consumers. White Swan holds Life-only producer licenses in 15+ U.S. states (DE, CA, NJ, NY, GA, LA, MN, TX, IL, CT, MA, VA, MO, SC, PA) and is led by CEO Pontus Lagerberg and Chief Insurance Officer Paul Simmons.
Revenue is generated through three go-to-market plans: a Concierge Plan in which White Swan acts as writing and servicing agent and shares commissions with partners; a Digital Agent Plan distributed through Back9 Insurance under which subscribers are writing/servicing agents and White Swan earns override commissions; and an Innovator Plan offering pure SaaS access for a quote-based technology fee with no commission involvement, designed for international customers and complex contracting structures. Distribution combines enterprise field sales for strategic accounts, partner/affiliate referral economics, a self-serve PLG sign-up for partners, white-label/OEM and API-first embedded distribution, and a direct-to-consumer surface at app.whiteswan.io. Pricing is quote-based and not publicly disclosed for the Innovator tier, and commission arrangements are subject to carrier clawback provisions on policies surrendered within specified periods.
White Swan firmographics
Firmographics- Name
- White Swan
- Legal name
- White Swan Insurance Solutions, Inc.
- Website
- https://whiteswan.io
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- White Swan Insurance Solutions, Inc. is a private digital life insurance distribution platform that aggregates 30+ U.S. life carriers for agencies, BGAs, IMOs, RIAs, wealth managers, fintech/wealthtech embedders, and individual consumers, delivering end-to-end quoting, application, underwriting, and white-label workflows across 17 U.S. states.
- Ownership category
- akta.pro rank
White Swan industry classification
Industry- Product category
- Insurance Technology / Life Insurance Distribution Platform
- NAICS
- Software Publishers (513210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Life Insurance (6311)
- akta.pro primary industry
- Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)
Keywords
Where White Swan is headquartered
LocationHeadquarters
- HQ city
- Rehoboth Beach
- HQ country
- United States
- HQ region
- North America
Markets served
White Swan business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Commission - Concierge Plan: White Swan acts as writing and servicing agent for buyers referred by business partners. Partners holding a Concierge account may share in total compensation, subject to a separate contract and necessary licensing. This is a commission-sharing arrangement where White Swan takes a portion of override commissions.
- Commission - Digital Agent Plan: Agents and agencies access White Swan's technology through Back9 Insurance to streamline new business processing at no upfront cost. Subscribers act as their own writing and servicing agents, with White Swan receiving a portion of the override commission.
- Technology SaaS Fees - Innovator Plan: Pure software-as-a-service (SaaS) model where agents and agencies pay applicable technology fees to access the White Swan platform. White Swan is not part of the commission structure under this plan. Fees are non-refundable.
- Referral Fees: Partners who are not licensed can receive a referral fee for referred clients, while licensed partners can share in total compensation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Multi-year contract | Concierge Plan - Outsourced life insurance operations |
| Transaction based/ take rate | Multi-year contract | Digital Agent Plan - Technology access via Back9 Insurance |
| Subscription | Annual | Innovator Plan - Pure SaaS technology access |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
White Swan product offering
Product offeringCore offering
White Swan is a digital life insurance distribution platform that consolidates 30+ carrier application forms into a single white-label workflow for insurance agents, agencies, brokerages, BGAs/IMOs, wealth managers, and fintechs. It provides multi-carrier e-application forms, AI-driven client acquisition (landing page builder, AI Q&A), underwriting case management, and embed/API distribution across term life, whole life, indexed life, variable universal life, and long-term care products.
Product overview
White Swan is a digital life insurance distribution platform offering a unified platform-plus-modules architecture. The core White Swan Platform enables end-to-end digital insurance sales workflows including Needs Analysis, Sample Plans, Quote Requests, Personal Plans, Change Requests, Applications, and Underwriting modules. The platform supports multiple access models: Concierge Plan (White Swan as writing/servicing agent), Digital Agent Plan (self-serviced via Back9 Insurance), and Innovator Plan (pure SaaS). Supporting tools include Insurance Review, Coverage Calculator, White Label/Embed, AI Landing Page Builder, and API access. The platform distributes a comprehensive portfolio of life insurance products including Variable Universal Life, Indexed Life, Whole Life, Term Life, Guaranteed Universal Life, Accidental Death, Linked Benefit, Long Term Care, and Final Expense across 30+ carrier partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Concierge Plan
Quantifiable outcome
- Instant quotes from 30+ carriers and custom quotes for all other products
- +1 more outcomes
Companies that use White Swan
Customer profileSegments8 records
Ideal customer profiles4 records
White Swan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature7 records
White Swan partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core.
- ZapiercoreWhite Swan integrates with Zapier, enabling no-code automations and integrations with 6,000+ apps including Salesforce, HubSpot, Slack, QuickBooks, Mailchimp, Microsoft Teams, and others. This allows partners to build automations connecting White Swan's insurance platform with their existing business tools.
- WealthboxcoreWhite Swan has a direct integration with Wealthbox CRM, a social CRM for financial advisors. The integration enables advisors to import contacts, search White Swan from within Wealthbox, and trigger plan requests directly. A joint webinar (October 2023) demonstrated how advisors use both platforms together.
- Back9 InsurancecoreThe Digital Agent Plan provides agents and agencies access to White Swan's technology through Back9 Insurance, enabling streamlined new business processing at no upfront cost. White Swan receives a portion of override commissions through this channel.
- SymetracoreSymetra is one of America's top insurers partnering with White Swan to offer products through the digital brokerage platform. Listed as a trusted insurance carrier partner on the White Swan platform.
- North American Company for Life and Health InsurancecoreNorth American Company for Life and Health Insurance is listed among White Swan's trusted insurance carrier partners, providing life and health insurance products through the platform.
- MassMutualcoreMassMutual is listed among White Swan's trusted insurance carrier partners, offering life insurance products through the platform.
- NationwidecoreNationwide is listed among White Swan's trusted insurance carrier partners on the digital brokerage platform.
- Allianz LifecoreAllianz Life is listed among White Swan's trusted insurance carrier partners, offering insurance products through the digital platform.
- Pacific LifecorePacific Life is listed among White Swan's trusted insurance carrier partners on the platform.
- Guardian LifecoreGuardian Life is listed among White Swan's trusted insurance carrier partners.
- Lombard InternationalcoreLombard International is listed among White Swan's trusted insurance carrier partners.
- PrudentialcorePrudential is listed among White Swan's trusted insurance carrier partners.
- SecuriancoreSecurian is listed among White Swan's trusted insurance carrier partners on the platform.
- Lincoln Financial GroupcoreLincoln Financial Group is listed among White Swan's trusted insurance carrier partners.
- Protective LifecoreProtective Life is listed among White Swan's trusted insurance carrier partners.
- John HancockcoreJohn Hancock is listed among White Swan's trusted insurance carrier partners.
- Mutual of OmahacoreMutual of Omaha is listed among White Swan's trusted insurance carrier partners.
- AIGcoreAIG is listed among White Swan's trusted insurance carrier partners on the platform.
- TransamericacoreTransamerica is listed among White Swan's trusted insurance carrier partners.
- EquitablecoreEquitable is listed among White Swan's trusted insurance carrier partners.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
White Swan competitors and assessment
Company assessmentDirect peers
- Ladder: Ladder offers instant, fully digital term life insurance with the ability to adjust coverage over time. It competes with White Swan's digital distribution experience, particularly for term-focused online buyers.
- Ethos: Ethos is a digital life insurance platform offering instant online term and whole life policies with multi-carrier underwriting. White Swan and Ethos both target simplified, tech-enabled life insurance distribution, though Ethos is more consumer-led and White Swan more B2B/wholesale.
- Haven Life: Haven Life (a MassMutual subsidiary) provides fully digital term and now whole life insurance direct to consumers. It is a meaningful comparable in digitizing the life insurance purchase experience and benefits from carrier-grade backing.
- EverQuote: EverQuote operates an online insurance marketplace that connects consumers with carriers and agents across multiple lines, including life. Its technology-driven, multi-carrier distribution model and partner integrations make it a relevant marketplace comparable.
- iPipeline: iPipeline provides an enterprise SaaS platform for life insurance and annuity distribution, underwriting, and illustrations, used by carriers and large distributors. It is the most direct functional competitor to White Swan for multi-carrier digital life insurance workflows.
- Quotacy: Quotacy is a direct-to-consumer term life brokerage comparing policies from multiple carriers. It is a smaller-scale analog of White Swan's multi-carrier quote and recommendation flow, but consumer-led rather than partner-led.
- Bestow: Bestow provides digital term and life insurance with an API for partners to embed coverage offerings. Its partner/API model closely mirrors White Swan's Innovator Plan and white-label capabilities.
Broad incumbents
- SelectQuote: SelectQuote is a large, publicly traded multi-line insurance distribution platform that sells life, auto, and home coverage via telephone and digital channels. It represents a scaled incumbent analog of White Swan's brokerage model across life insurance.
Emerging players
- Tobi: Tobi provides a digital life insurance platform tailored to high-net-worth and complex-case distribution. It is comparable to White Swan's higher-end use cases around indexed, variable, and private placement life products.
- Bequest: Bequest is a digital life insurance platform focused on underwriting and beneficiary experience. It overlaps with White Swan's focus on modernizing digital life insurance infrastructure and policyholder experience.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
White Swan social profiles
Digital presenceWhite Swan compliance and trust
Trust signalCompliance2 records
White Swan financial estimates
Financial estimateRevenue estimate
Valuation estimate
White Swan leadership team
Management profileNumber of profiles
Profiles2 records
White Swan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
White Swan M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about White Swan
What does White Swan do?
White Swan is a digital life insurance distribution platform that consolidates 30+ carrier application forms into a single white-label workflow for insurance agents, agencies, brokerages, BGAs/IMOs, wealth managers, and fintechs. It provides multi-carrier e-application forms, AI-driven client acquisition (landing page builder, AI Q&A), underwriting case management, and embed/API distribution across term life, whole life, indexed life, variable universal life, and long-term care products.
Is White Swan a public or private company?
White Swan is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was White Swan founded?
White Swan was founded in 2019. It employs 1 to 10 people.
Where is White Swan based?
White Swan is headquartered in Rehoboth Beach, United States, in the North America region.
How does White Swan make money?
Four revenue lines are on record. Commission - Concierge Plan is the primary driver. The others are commission - Digital Agent Plan, technology SaaS Fees - Innovator Plan and referral Fees.
Who are White Swan's main competitors?
Direct peers on record are Ladder, Ethos, Haven Life, EverQuote, iPipeline, Quotacy and Bestow. SelectQuote is listed as a broad incumbent. Emerging players are Tobi and Bequest.
Does White Swan have an API?
Yes. White Swan offers a REST API that enables developers to build custom digital insurance experiences. The API provides access to all product categories and top carriers through one configuration, handles entire life insurance operations, and is free to use with no setup fees, maintenance fees, or usage fees. It features well-documented endpoints including action calls (Start Personal Plan Request, Submit Complete Plan Request, Create Pre-Fill Information, Start Application, Add Case Party, Onboard Agency) and information calls (Plan Requests, Personal Plans, Referred Clients, Account Users, Commission Line Items, Payouts, Downlines, Policy Search, Illustration). Webhooks are supported for events including new plan request started, plan request finished, new personal plan, new change request, new application started, application finished, new plan offered, new plan delivered, downline events, commission line item events, and payout events. Developer documentation is at docs.whiteswan.io/partner-knowledge-base/api-documentation/overview-of-white-swans-api.
What industry is White Swan in?
White Swan's product category is Insurance Technology / Life Insurance Distribution Platform. Its primary akta.pro industry code is FSAAAAAG, Managed Accounts & Model Portfolios (SMA/UMA). Its NAICS code is 513210 and its SIC code is 6311.