We serve families.

Almost all life insurance is sold through commissioned insurance agents. An agent’s time is money, so they focus on selling expensive policies to wealthy people. Where does that leave the rest of our families?
We believe that life insurance should be affordable and accessible, because it protects families when they are most vulnerable. So we took advantage of a fresh start, rebuilding the process in a simpler, faster way. This freed us to pursue our goal: to protect all families.
—Peter Colis, CEO

Our principles

Your family comes first

Our #1 priority is you and your family. We put you above our profits. No fees. No upselling. No shenanigans. We will work all night to make sure you and your family get great service.

Honest policies

Our policies are the best option for most families: simple, affordable, and straightforward. If you pass away during your coverage period (10 to 30 years), the policy pays to your loved ones. No fancy investment features designed to get your money.

Make it simple

Life insurance can be complex, so we’re continuously thinking about how to make it as simple as possible for you. You have better things to do than study life insurance.

Protecting vulnerable families

Too many young families are unprotected because life insurance is complex, time-consuming, and expensive. We make it simple, quick, and cheap. The more young families we insure, the more young families we can protect.

Our principles

Your family comes first

Our #1 priority is you and your family. We put you above our profits. No fees. No upselling. No shenanigans. We will work all night to make sure you and your family get great service.

Make it simple

Life insurance can be complex, so we’re continuously thinking about how to make it as simple as possible for you. You have better things to do than study life insurance.

Honest policies

Our policies are the best option for most families: simple, affordable, and straightforward. If you pass away during your coverage period (10 to 30 years), the policy pays to your loved ones. No fancy investment features designed to get your money.

Protecting vulnerable families

Too many young families are unprotected because life insurance is complex, time-consuming, and expensive. We make it simple, quick, and cheap. The more young families we insure, the more young families we can protect.

How life should work

Life insurance usually takes 5 to 15 weeks to buy, with lots of paperwork, blood tests, medical exams, and upselling. So. Much. Fun…
So we built a process that only takes 10 minutes for most people, and is simpler and faster for everyone. We do this by using data to estimate the risk of insuring you. All so that you can focus on your life—not insurance.

We’re licensed and operating in 49 states

Headquartered in San Francisco

Ethos Licensed States

We are trusted by the largest firms in the industry