Ethos
Ethos sells term and whole life insurance online with instant underwriting and no medical exams, plus annuities and online wills.
Competitive Advantages
Ethos underwrites applications online in minutes, and most customers receive a coverage decision without a medical exam. Policies from several carriers are quoted through a single application.
Every life insurance policy includes complimentary wills and trusts, which rivals typically sell separately. Coverage options span term, whole, final-expense, and indexed universal life.
Source: ethos.com
Customer Acquisition
Ethos acquires customers through a direct-to-consumer online funnel built around a "Check my price" quote flow. The company also sells through its Ethos for Agents channel and an affiliate program.
Television and digital campaigns feature paid spokespeople David Ortiz and Erin Andrews. Referral and partner traffic rounds out the acquisition mix.
Source: ethos.com
Market Outlook
Ethos plans to expand its carrier partnerships and explore more complex products after its initial public offering. Chief Financial Officer Chris Capozzi has framed the roadmap around building on the company's life insurance base.
The company competes in a life insurance market where digital distribution and instant underwriting are becoming standard. Scaling new product lines and carrier integrations is the stated priority for the post-IPO period.
Source: spglobal.com
Product Overview
Ethos offers term life, whole life, final-expense, guaranteed-issue, and indexed universal life policies. Term and whole life applications run online, with coverage decisions often issued in minutes.
The company also sells annuities, including multi-year guaranteed, fixed-indexed, and income annuity options. Policies are issued by carrier partners including Banner Life, Protective, TruStage, Ameritas, and North American.
Source: ethos.com