Reliance Standard Life
Reliance Standard Life Insurance Company is a private U.S. life insurer founded in 1907 that issues fixed and fixed index annuities through a licensed agent and broker network, serving individual consumers seeking tax-deferred retirement income and principal protection.
- Company typePrivate
- Founded1907
- HeadquartersPhiladelphia, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Reliance Standard Life does
Reliance Standard Life Insurance Company is a U.S.-domiciled, privately-held life insurance and annuity provider founded in 1907, headquartered in Schaumburg, Illinois (home office) with an administrative office at 1700 Market Street, Suite 1200, Philadelphia, Pennsylvania. The company issues a focused line of fixed and fixed index annuities — including traditional multi-year guarantee annuities (Apollo, Eleos, Reliance Guarantee 5/7/10) and fixed index annuities linked to the S&P 500 and S&P MARC 5% ER Index (Keystone 5/7/10, Reliance Accumulator 5/7/10) — marketed exclusively through licensed insurance agents and brokers to individuals planning for retirement or already retired.
Revenue is generated primarily through annuity premium inflows during the accumulation period, with the carrier crediting declared interest on accumulated values and earning investment spread on the underlying portfolio. Policyholder features include tax-deferred interest accumulation, 10% penalty-free withdrawal allowances, multi-year surrender charge schedules, and guaranteed lifetime income options during the payout period. The group operates through two affiliated carriers — First Reliance Standard Life Insurance Co. and Reliance Standard Life Insurance Company of Texas — enabling multi-state distribution.
Distribution runs entirely through a B2B2C channel of licensed insurance agents and brokers who access dedicated agent portals (annuityagent.reliancestandardlife.com, secure.rsli.com) for licensing, contracting, and commission management; policyholders access a separate self-service portal for policy values, tax forms, claims, and service requests. No proprietary technology stack, AI or machine learning capability, or broader digital platform architecture is publicly disclosed beyond standard policy administration, licensing, and self-service tooling.
Reliance Standard Life firmographics
Firmographics- Name
- Reliance Standard Life
- Legal name
- Reliance Standard Life Insurance Company
- Website
- https://reliancestandardlife.com
- Company type
- Private
- Founded year
- 1907
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Reliance Standard Life Insurance Company is a private U.S. life insurer founded in 1907 that issues fixed and fixed index annuities through a licensed agent and broker network, serving individual consumers seeking tax-deferred retirement income and principal protection.
- Ownership category
- akta.pro rank
Reliance Standard Life industry classification
Industry- Product category
- Annuities
- SIC
- Life Insurance (6311)
- akta.pro primary industry
- Fixed Annuities (FSAIACAA)
- akta.pro secondary industry
- Qualified Annuities (Retirement Plan/IRA) (FSAIACAG)
Keywords
Where Reliance Standard Life is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Reliance Standard Life business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Annuity Premiums and Accumulation Interest: Reliance Standard Life earns revenue primarily through annuity premium payments from policyholders during the accumulation period. The company credits interest on accumulated values and generates returns through its investment portfolio management. Policyholders pay into annuity contracts that earn interest tax-deferred, with the company benefiting from the float and investment spreads.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Traditional Fixed Annuity products with annually declared interest rates |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Reliance Standard Life product offering
Product offeringCore offering
Reliance Standard Life Insurance Company issues and services annuity contracts for individuals saving for retirement. The portfolio includes Traditional Fixed Annuities (Apollo MVA & Apollo SP, Eleos MVA & Eleos SP, and Reliance Guarantee 5/7/10) that credit declared interest on a tax-deferred basis, and Fixed Index Annuities (Keystone 5/7/10 and Reliance Accumulator 5/7/10) that combine a guaranteed minimum rate with index-linked interest tied to the S&P 500 and/or S&P MARC 5% ER Index. All contracts feature an accumulation period followed by a payout period with guaranteed lifetime income options and penalty-free withdrawal provisions.
Product overview
Reliance Standard Life Insurance Company offers a portfolio of annuity products designed for retirement planning and wealth protection. The product line includes Traditional Fixed Annuities (Apollo MVA & Apollo SP, Eleos MVA & Eleos SP, and Reliance Guarantee 5/7/10) which provide guaranteed interest rates with tax-deferred growth, and Fixed Index Annuities (Keystone 5/7/10 and Reliance Accumulator 5/7/10) which offer both fixed interest and index-linked interest tied to S&P 500 or S&P MARC 5% ER Index. All products include accumulation and payout periods, with penalty-free withdrawal options and guaranteed lifetime income features.
Differentiator
Problem solved
Functional benefit
Brands
- Apollo: Traditional fixed annuity product with annually declared interest rate
- Eleos
- Reliance Guarantee
- Keystone
- Reliance Accumulator
Products and services
- Apollo MVA & Apollo SP
- Eleos MVA & Eleos SP
- Reliance Guarantee 5, 7, and 10
- Keystone 5, 7, and 10
- Reliance Accumulator 5, 7, and 10
Companies that use Reliance Standard Life
Customer profileSegments1 record
Ideal customer profiles1 record
Reliance Standard Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Reliance Standard Life partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Licensed Insurance Agents and BrokerscoreThe company's primary distribution channel consists of licensed insurance agents and brokers who market, sell, and service annuity products to individual consumers. These agents access the company's systems through secure agent portals for commission management, licensing, contracting, and business operations.
Scale indicators1 record
Recent moves4 records
Expansion highlights4 records
Reliance Standard Life competitors and assessment
Company assessmentDirect peers
- Athene Holding: Athene is a leading specialist in fixed and fixed-index annuities distributed through financial professionals, mirroring Reliance Standard's core product focus and channel strategy; the two compete head-to-head for IMO and independent agent production.
- EquiTrust Life Insurance Company: EquiTrust Life is a specialized issuer of fixed and fixed-index annuities sold through independent agents and broker-dealers, with a multi-index and multi-term product set that closely parallels Reliance Standard's Keystone and Reliance Accumulator offerings.
- Jackson National Life Insurance Company: Jackson National is one of the largest US issuers of fixed, fixed-index, and variable annuities, distributed primarily through independent financial professionals — directly comparable to Reliance Standard's fixed/FIA product mix and agent-broker channel.
- American Equity Investment Life Insurance Company: American Equity is a pure-play fixed and fixed-index annuity carrier marketed through independent agents, making it one of the closest direct competitors to Reliance Standard's product portfolio.
- Fidelity & Guaranty Life Insurance Company: Fidelity & Guaranty Life issues fixed and fixed-index annuities through independent agents and broker-dealers, with a similar product set (MYGAs and indexed annuities) and a similar agent-portal-led distribution approach.
Broad incumbents
- Brighthouse Financial: Brighthouse Financial focuses on annuity and life insurance products sold through financial professionals, including Shield and Shield Level indexed annuities, making it a closely overlapping specialty competitor within the agent channel.
- Prudential Financial: Prudential is a diversified life insurance and retirement incumbent offering individual annuity products through financial professionals; a broader competitor with overlapping FIA/MYGA offerings distributed via the same independent channel.
- AIG (Corebridge Financial): Corebridge Financial (the life and retirement arm of AIG) issues fixed, indexed, and variable annuities distributed through financial professionals, competing for the same retirement-income consumer that Reliance Standard targets.
- Lincoln Financial Group: Lincoln Financial is a broad-based life and annuity incumbent offering fixed, indexed, and variable annuities alongside workplace retirement and life insurance, competing with Reliance Standard for agent-sold retirement-saver dollars.
- Nationwide Financial: Nationwide offers individual fixed and indexed annuities alongside its broader life insurance and retirement business through captive and independent agents, representing a larger incumbent competing in Reliance Standard's core market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Reliance Standard Life social profiles
Digital presenceReliance Standard Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reliance Standard Life leadership team
Management profileNumber of profiles
Reliance Standard Life subsidiaries and ownership
Company hierarchySubsidiaries2 records
Reliance Standard Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reliance Standard Life M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Reliance Standard Life
What does Reliance Standard Life do?
Reliance Standard Life Insurance Company issues and services annuity contracts for individuals saving for retirement. The portfolio includes Traditional Fixed Annuities (Apollo MVA & Apollo SP, Eleos MVA & Eleos SP, and Reliance Guarantee 5/7/10) that credit declared interest on a tax-deferred basis, and Fixed Index Annuities (Keystone 5/7/10 and Reliance Accumulator 5/7/10) that combine a guaranteed minimum rate with index-linked interest tied to the S&P 500 and/or S&P MARC 5% ER Index. All contracts feature an accumulation period followed by a payout period with guaranteed lifetime income options and penalty-free withdrawal provisions.
Is Reliance Standard Life a public or private company?
Reliance Standard Life is a private company. It is classified as unknown and is currently operating.
When was Reliance Standard Life founded?
Reliance Standard Life was founded in 1907. It employs 101 to 250 people.
Where is Reliance Standard Life based?
Reliance Standard Life is headquartered in Philadelphia, United States, in the North America region.
How does Reliance Standard Life make money?
One revenue line is on record: annuity Premiums and Accumulation Interest.
Who are Reliance Standard Life's main competitors?
Direct peers on record are Athene Holding, EquiTrust Life Insurance Company, Jackson National Life Insurance Company, American Equity Investment Life Insurance Company and Fidelity & Guaranty Life Insurance Company. Broad incumbents are Brighthouse Financial, Prudential Financial, AIG (Corebridge Financial), Lincoln Financial Group and Nationwide Financial.
Does Reliance Standard Life have an API?
No public API is recorded for Reliance Standard Life.
What industry is Reliance Standard Life in?
Reliance Standard Life's product category is Annuities. Its primary akta.pro industry code is FSAIACAA, Fixed Annuities, with a secondary code of FSAIACAG, Qualified Annuities (Retirement Plan/IRA). Its SIC code is 6311.