Bankers Life Agent

What Bankers Life Agent does

Bankers Life Agent refers to the agent-facing marketing and distribution operation of the Bankers Life brand, which is wholly owned by CNO Financial Group, Inc. (NYSE: CNO), a publicly traded insurance holding company headquartered in Chicago, Illinois. The brand traces its origins to 1879 and operates as a marketing umbrella over multiple CNO subsidiaries — Bankers Life and Casualty Company, Bankers Life Securities, Inc. (FINRA/SIPC member), Bankers Life Advisory Services, Inc. (SEC Registered Investment Adviser), Bankers Life Agency, Inc., Washington National Insurance Company (Medicare Supplement underwriter), and Bankers Conseco Life Insurance Company (New York-authorized). Its primary function is distributing a retirement-focused portfolio of insurance, annuity, and investment products to individual consumers — retirees, pre-retirees, and Medicare beneficiaries — through a captive field sales force of 3,800+ insurance agents/producers and 690 financial representatives located across 230+ U.S. offices in 41 states plus D.C.

The product portfolio spans life insurance, Medicare Supplement insurance, long-term care insurance, annuities, supplemental health insurance, and Medicare Advantage plans (HMO/PPO/PFFS, distributed via the myHealthPolicy.com platform operated by Bankers Life Agency, Inc.). Wealth management and securities services are delivered through the affiliated Bankers Life Securities and Bankers Life Advisory Services entities, offering investment management, retirement planning, education planning, cash-flow planning, and income planning. The underlying technology stack is conventional insurance-distribution tooling — online self-service quote tools, virtual appointment scheduling with Microsoft Office 365 integration, and a Medicare Advantage enrollment platform — rather than an AI-native or proprietary underwriting engine. Non-affiliated insurance products (e.g., Colonial Penn) are also offered alongside core Bankers Life products to broaden agent shelf-space.

The business model combines recurring insurance premiums, annuity accumulation and payout economics, advisory and securities fees, and Medicare Advantage distribution commissions. Pricing is individually underwritten and largely quote-driven rather than publicly disclosed, with Medicare Advantage plans advertised with premiums as low as $0 per month subject to annual out-of-pocket limits. The go-to-market motion is enterprise field sales — agents meet clients in-person in local communities or virtually, supported by digital top-of-funnel marketing across the company website, YouTube, Facebook, and LinkedIn. Brand credentials include Better Business Bureau A+ accreditation (as of March 2023). No revenue figures are directly disclosed for the Bankers Life segment within the provided source material.

Name

Bankers Life Agent

Legal name

Bankers Life and Casualty Company

Website

https://agents.bankerslife.com

Company type

Private

Founded year

1879

Operating status

Operating

Headcount range

11–50 employees

Short description

Bankers Life Agent is the captive field sales operation of the Bankers Life brand (a CNO Financial Group subsidiary, founded 1879) that distributes Medicare Supplement, long-term care, life insurance, annuities, and Medicare Advantage products to individual retirees and Medicare beneficiaries through 3,800+ agents across 230+ U.S. offices.

Ownership category

akta.pro rank

Product category

Insurance and Retirement Planning

NAICS

Insurance Agencies and Brokerages (52421), Direct Life, Health, and Medical Insurance Carriers (52411), Portfolio Management and Investment Advice (52394)

SIC

Life Insurance (6311), Investment Advice (6282)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industries

Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ), Whole Life Insurance (FSAIABAA)

Keywords

• Retirement planning
• Medicare Supplement insurance
• Long-term care insurance
• Life insurance
• Annuities

Headquarters

HQ city

Chesapeake, Virginia

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Revenue generated from insurance products including Medicare Supplement, long-term care, life insurance, and supplemental health insurance policies underwritten by Bankers Life and Casualty Company and Washington National Insurance Company
2. Annuities: Revenue from annuity products designed to help accumulate money for retirement or generate income streams
3. Securities and Investment Products: Securities and variable annuity products and services offered through Bankers Life Securities, Inc., a FINRA/SIPC member. Advisory services offered through Bankers Life Advisory Services, Inc.
4. Medicare Advantage Products: Medicare Advantage HMO, PPO and PFFS organization products offered through myHealthPolicy.com, sold by licensed Bankers Life agents

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bankers Life sells retirement-focused insurance and financial products to individual consumers through a national direct sales force of licensed agents/producers and financial representatives. Core offerings include life insurance, Medicare Supplement insurance, long-term care insurance, annuities, supplemental health insurance, and Medicare Advantage plans, with securities and investment advisory services delivered through affiliated subsidiaries.

Product overview

Bankers Life is an insurance and financial services company providing a comprehensive portfolio of retirement-focused products. The core offerings include life insurance, Medicare Supplement insurance, long-term care insurance, annuities, and supplemental health insurance, with Medicare Advantage plans offered through myHealthPolicy.com. Financial services are delivered through Bankers Life Securities, Inc. (securities and variable annuities) and Bankers Life Advisory Services, Inc. (investment advisory). With over 3,800 agents/producers and 690 financial representatives across more than 230 U.S. offices, the company positions itself as one of the industry's largest providers of Medicare Supplement and long-term care insurance.

Differentiator

Problem solved

Functional benefit

Brands

• Bankers Life Securities: Provides securities and variable annuity products and services. Member FINRA/SIPC.
• Bankers Life Advisory Services

Products and services

• Life Insurance Life insurance products help protect the financial security of individuals and families, with policies offering living benefits that can be used to replace lost income or address other needs. Targeted at individual consumers navigating retirement and legacy planning.
• Medicare Supplement Insurance Medicare Supplement insurance (Medigap) helps cover out-of-pocket costs that Original Medicare does not cover, such as copayments, coinsurance, and deductibles. Underwritten by Washington National Insurance Company and sold to Medicare-eligible individuals through licensed Bankers Life agents.
• Long-Term Care Insurance Long-term care insurance provides financial security in the event of an unexpected long-term illness, covering assistance with activities of daily living such as eating, bathing, dressing, and toileting. Designed for adults seeking protection against extended care costs not covered by Medicare.
• Annuities Annuities are financial vehicles designed to help accumulate money for retirement or turn retirement savings into an income stream. Sold to individuals planning for retirement income, with fixed and variable annuity offerings (variable annuities offered through Bankers Life Securities, Inc.).
• Supplemental Health Insurance Supplemental health insurance provides additional coverage for health care costs associated with aging that Medicare may not cover. Targeted at older adults seeking to limit out-of-pocket exposure beyond Medicare coverage.
• Medicare Advantage (Part C) Medicare Advantage (Part C) is an all-in-one alternative to Original Medicare Parts A and B, offering similar coverage with optional prescription drug coverage (Part D) and annual maximum out-of-pocket limits; HMO, PPO, and PFFS organization products are offered through myHealthPolicy.com by licensed Bankers Life agents. Some plans offer premiums as low as $0 per month.
• Wealth Management Services Comprehensive wealth management services including investment management, retirement planning, education/college planning, cash flow planning, income planning, and insurance planning tailored to client goals. Delivered through Bankers Life Securities, Inc. (FINRA/SIPC) and Bankers Life Advisory Services, Inc. (SEC Registered Investment Adviser).

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Bankers Life Securities, Inc.coreOthersSubsidiary of CNO Financial Group that offers securities and variable annuity products and services. Member FINRA/SIPC. Offers advisory products through Bankers Life Advisory Services, Inc., an SEC Registered Investment Adviser.
• Washington National Insurance CompanycoreOthersInsurance company that underwrites Medicare Supplement insurance policies offered through Bankers Life agents.
• Colonial Penn Life Insurance CompanyminorOthersInsurance company whose products are offered alongside Bankers Life products by agents, providing additional life insurance options for customers.
• K.F. Agency, Inc.coreChannel Partner/ Reseller/ DistributorLicensed and certified representative of Medicare Advantage HMO, PPO and PPFS organizations and stand-alone prescription drug plans with a Medicare contract. Operates myHealthPolicy.com platform for Medicare Advantage product sales.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Globe Life: Globe Life focuses on life and supplemental health insurance for middle-income households, distributed through a large agent network. Its demographic and product mix (especially supplemental health) overlaps materially with Bankers Life's retiree/supplemental health positioning.
• Genworth Financial: Genworth is the leading standalone long-term care insurance carrier in the U.S. and also offers life insurance and annuities. It competes head-on with Bankers Life in the LTC and retirement-income categories that are core to Bankers Life's value proposition.
• Colonial Penn Life Insurance: Colonial Penn is explicitly named as a product partner sold alongside Bankers Life by the same agents. It targets the same senior demographic with simplified-issue life insurance, making it a directly comparable senior-focused life carrier.
• Transamerica: Transamerica sells life insurance, annuities, and retirement income products through agents and worksite channels aimed at middle-income Americans approaching retirement — directly overlapping Bankers Life's retirement-focused product set and agent-driven GTM.
• Mutual of Omaha: Mutual of Omaha is one of the most direct peers, offering Medicare Supplement, long-term care, life insurance, and annuities through a career agent force targeting the same retiree and pre-retiree demographic. Product mix, distribution model, and customer profile closely mirror Bankers Life.

Broad incumbents

• Aetna (CVS Health): Aetna is a major Medicare Advantage and supplemental benefits carrier under CVS Health, competing directly for Medicare-eligible customers that Bankers Life agents also serve. It is much larger and vertically integrated, but overlaps with Bankers Life's Medicare-focused offering.
• Prudential Financial: Prudential offers individual life insurance, annuities, retirement strategies, and investment management — substantially overlapping Bankers Life's product portfolio at much greater scale and with stronger brand recognition.
• Humana: Humana is one of the largest Medicare Advantage carriers in the U.S. and a direct competitor to Bankers Life's Medicare Advantage distribution through myHealthPolicy.com. While far larger and carrier-side rather than agent-side, Humana competes for the same Medicare-eligible consumers.
• New York Life: New York Life is a much larger mutual insurer offering life insurance, annuities, long-term care, and investment advisory through a career agent system. It overlaps broadly with Bankers Life across products and distribution but at materially greater scale and brand reach.
• Northwestern Mutual: Northwestern Mutual sells life insurance, disability income, and annuities and operates a large financial advisory network. Its holistic financial-planning approach is analogous to Bankers Life Advisory Services, though Northwestern Mutual serves a higher-income client base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/BankersLifeCasualty
• Facebookfacebook.com/BankersLife
• LinkedInlinkedin.com/company/jawhara-le-gendre-bankers-life-agent

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

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 Bankers Life Agent