Liberty National - Susan Crandall Agency

What Liberty National - Susan Crandall Agency does

Liberty National Life Insurance Company operates as a subsidiary of Globe Life Inc. (NYSE: GL), doing business as the Globe Life Liberty National Division. The company underwrites and distributes whole life, term life, and a suite of supplemental health insurance products — including cancer, critical illness, hospital intensive care, hospital accident, accident, and accidental death coverage — to working American families and, through its Worksite Advantage program, to employees enrolled via employer-based worksite channels. The distribution model is built on a nationwide captive-agent network of state-licensed professionals who sell face-to-face in customers' homes, at workplaces, or via online consultation, with a recently added online self-serve quote and purchase path for a $100,000 no-medical-exam life policy. Revenue is generated from recurring insurance premiums across both individual and worksite-originated policies; pricing is quote-based and varies by age, health, coverage amount, and state jurisdiction.

The company reports no proprietary technology platform beyond policy administration and underwriting systems, and there is no disclosed AI, machine learning, API, or SDK layer. Core product differentiators are a 125-year operating history (since 1900), three registered trademark-branded free resources (Child Safe Kit®, MedFacts Kit®, Memorial Guide) that function as community engagement and lead-capture tools, and a multi-channel marketing mix spanning sports sponsorships, television, radio, direct mail, digital, social, and email. The firm is licensed in all 50 U.S. states plus the District of Columbia and competes primarily with other Globe Life subsidiaries (American Income Life, United American, Family Heritage, National Income Life) and with non-captive supplemental insurance carriers.

The agency entity analyzed here, Liberty National - Susan Crandall Agency, appears to be a single franchise or branch office within the broader Liberty National Division field structure, based in Columbia, South Carolina, with 11-50 employees. Operational, marketing, product, and claims obligations are administered centrally at the Globe Life parent level; the agency contributes local sales and policyholder servicing within its geographic territory.

Name

Liberty National - Susan Crandall Agency

Legal name

Liberty National Life Insurance Company

Website

https://libertynational.com

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

11–50 employees

Short description

Liberty National Life Insurance Company is a Globe Life Inc. subsidiary that underwrites and distributes whole life, term life, and supplemental health insurance to working American families through a nationwide captive-agent network and a worksite employer channel across all 50 U.S. states.

Ownership category

akta.pro rank

Product category

Life and Supplemental Health Insurance

NAICS

Insurance Agencies and Brokerages (524210), Direct Life, Health, and Medical Insurance Carriers (52411), Direct Health and Medical Insurance Carriers (524114), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro primary industry

Basic Group Term Life (Employer-Paid) (FSAIADAA)

Keywords

• Life insurance
• Supplemental health insurance
• Accident insurance
• Final expense coverage
• Worksite insurance benefits

Headquarters

HQ city

Columbia, SC

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Life Insurance Premiums: Recurring premium payments from whole life and term life insurance policies. Whole life policies accumulate cash value over time. Term life policies provide coverage for specific periods at lower premiums.
2. Supplemental Health Insurance Premiums: Recurring premium payments for cancer, critical illness, hospital intensive care, hospital accident, and accident insurance policies. Coverage helps pay for out-of-pocket expenses not covered by primary health insurance.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Liberty National - Susan Crandall Agency is a Globe Life Liberty National Division insurance agency that sells life and supplemental health insurance products directly to individuals and families. The agency offers a portfolio of insurance solutions including whole life, term life, cancer, critical illness, accident, hospital, and final expense coverage, and also delivers voluntary benefits to employees through employer worksite enrollment programs.

Product overview

Liberty National Division (part of Globe Life) offers a portfolio of life insurance and supplemental health insurance products. Core products include Whole Life Insurance and Term Life Insurance for permanent and temporary coverage needs. The supplemental health portfolio includes Cancer Insurance, Critical Illness Insurance, Hospital Intensive Care Insurance, Hospital Accident Insurance, and Accident Insurance. Free resources include Child Safe Kit®, MedFacts Kit®, and Memorial Guide. Products are sold through licensed insurance professionals via home sales, workplace enrollment, and online channels. The company has been operating since 1900, with 2025 claims paid totaling $1,885,181,575.

Differentiator

Problem solved

Functional benefit

Products and services

• Whole Life Insurance Permanent life insurance coverage for individuals and families that builds cash value over time and provides a death benefit to beneficiaries.
• Term Life Insurance Life insurance coverage for a specified term, providing a death benefit to beneficiaries if the insured passes away during the policy term.
• Cancer Insurance Supplemental insurance that pays a lump-sum benefit upon cancer diagnosis and ongoing indemnity benefits for treatment-related expenses.
• Critical Illness Insurance Supplemental insurance that provides a lump-sum cash benefit upon diagnosis of a covered critical illness such as heart attack or stroke.
• Hospital Intensive Care Insurance Supplemental insurance that pays daily indemnity benefits during an intensive care hospital stay.
• Hospital Accident Insurance Supplemental insurance that provides cash benefits for hospital confinement and related accident-related medical expenses.
• Accident Insurance Supplemental insurance that pays benefits for injuries and treatment resulting from accidents, including emergency care, fractures, and dislocations.
• Accidental Death Policy Insurance policy that provides a death benefit to beneficiaries if the insured dies as a result of a covered accident.
• Children's Life Insurance Life insurance coverage issued on a child, typically providing a death benefit and the future option to convert to permanent coverage.
• Mortgage Protection Insurance Life insurance designed to pay off the outstanding mortgage balance in the event of the insured's death.
• Final Expense Insurance Whole life insurance with a small death benefit, intended to cover end-of-life expenses such as funeral, burial, and outstanding medical bills.
• Worksite Advantage Voluntary Benefits Program Group voluntary benefits program delivered through employer worksites that gives employees access to supplemental insurance products with premiums paid through payroll deduction.

Quantifiable outcome

• Paid $1,885,181,575 in claims in 2025
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Primerica: Primerica sells term life and supplemental health coverage (including a 'Primerica Health' product) through a large independent sales force of middle-income families. Its agent-driven, middle-market distribution model and product mix directly mirror Liberty National's.
• Aflac: Aflac is the dominant U.S. supplemental insurance carrier, distributing cancer, accident, and critical illness policies primarily through worksite payroll-deduction channels. Its product portfolio, target customer (middle-income working families), and worksite GTM closely overlap with Liberty National's supplemental health business.
• Colonial Life: Colonial Life (a Unum subsidiary) specializes in voluntary worksite supplemental benefits sold through employer-based enrollment with a field agent force. Its dedicated enrollment specialist model and product mix (cancer, accident, hospital, critical illness) are a near-direct analog to Liberty National's Worksite Advantage.
• United American Insurance Company: United American is another Globe Life subsidiary underwriting supplemental and life insurance products for working-class families. Its product set, including cancer and accident policies, competes for the same middle-income customer that Liberty National serves.
• American Income Life Insurance Company: American Income Life is a sister subsidiary within Globe Life, targeting union members, credit union members, and working families through a similar agent-led worksite model. Its customer segment, distribution approach, and product portfolio overlap substantially with Liberty National.

Emerging players

• Ladder Financial: Ladder is a digital-first term life insurer offering instant online underwriting with no agent involvement. It is an emerging competitor targeting the same life insurance need as Liberty National's term product but via a fundamentally different, fully digital distribution model.

Broad incumbents

• Mutual of Omaha: Mutual of Omaha is a longstanding mutual insurer offering whole life, term life, and supplemental health (cancer, accident, critical illness) coverage through a national agent and worksite network. Its product breadth and middle-American customer focus make it a broad incumbent peer.
• Globe Life Inc. Globe Life is the publicly traded parent (NYSE: GL) of Liberty National Life Insurance Company and several sibling carriers (American Income Life, United American, Family Heritage). It is the ultimate owner/underwriter behind the agency and the most direct corporate-level peer.
• State Farm Life Insurance Company: State Farm distributes whole life, term life, and supplemental health products through its captive agent network across all 50 states. Its agent-led distribution model and broad life/health product mix position it as a comparable broad incumbent, though it is materially larger.
• New York Life Insurance Company: New York Life is a mutual insurer with a large whole life franchise and agent distribution force targeting middle- and upper-middle-income families. It competes for the legacy whole life customer that Liberty National's whole life policies also serve.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/liberty-national-susan-crandall-agency

Compliance1 record

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 Liberty National - Susan Crandall Agency