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Online platforms
Ethos, Ladder, Policygenius and the other online life insurance sites: who actually issues the policy, how buying works and what each one covers.
| Platform | Type | Status |
|---|---|---|
| Banner Life direct (formerly Legal & General America)Banner Life's own online quote and direct application for OPTerm term life, sold as Legal & General America until Meiji Yasuda bought the insurer in 2026. | Insurer's own direct-to-consumer brand | Selling; rebranded from Legal & General America to the Banner Life family of companies after Meiji Yasuda's purchase closed 2026-02-02 |
| BestowFormer online term life seller; Bestow sold its carrier to Sammons Financial in July 2024 (now Lantern Insurance Company) and now sells software to insurers. | Closed or acquired platform | No longer sells to consumers; its carrier, Bestow Life Insurance Company, was acquired by Sammons Financial Group on July 1, 2024 and renamed Lantern Insurance Company |
| Corebridge DirectCorebridge Financial's own phone-and-online agency, formerly AIG Direct, selling American General term life and guaranteed issue whole life direct to consumers. | Insurer's own direct-to-consumer brand | Selling |
| DayforwardFormer income-replacement term life insurtech; it closed its consumer business in early 2025, and Fortitude Re bought its platform and agency in September 2026. | Closed or acquired platform | Closed to new consumer applications since early 2025; Fortitude Re bought its platform, agency and staff on September 28, 2026, excluding its insurers and their existing policies |
| eFinancialPhone-and-online life insurance agency owned by Fidelity Life's parent Vericity, part of iA Financial Group since 2024; sells term, permanent and final expense. | Online agency (sells several insurers) | Selling |
| EthosNasdaq-listed online agency selling no-exam term, whole life and IUL issued by Banner Life, Protective, TruStage, Ameritas and North American. | Online agency (sells several insurers) | Selling |
| Everyday LifeBoston-area online life insurance broker founded in 2018 that recommends term and whole life from Fidelity Life, Banner Life, TruStage and Assurity. | Online agency (sells several insurers) | Selling |
| Fabric by Gerber LifeWestern & Southern's online term life brand for parents, issued by Western-Southern Life Assurance Company: $100,000 to $5 million, 10- to 30-year terms. | Insurer's own direct-to-consumer brand | Selling |
| Haven LifeMassMutual's former online term life agency; it stopped taking applications in January 2024, and MassMutual services existing Haven policies. | Closed or acquired platform | Closed to new applications since 2024-01; existing policies are administered and serviced by MassMutual |
| LadderVenture-backed online agency for adjustable term life issued by Amica Life, Fidelity Security Life and S.USA Life; no exam up to $3 million; not in New York. | Online agency (sells several insurers) | Selling |
| Lemonade LifeLemonade's life insurance agency, which since 2024 sells term life issued by Banner Life for ages 20-75 in 10- to 40-year terms; not in New York. | Online agency (sells several insurers) | Selling |
| PolicygeniusLicensed independent insurance broker and quote marketplace, owned by Zinnia since 2023, comparing term, whole and no-exam life from a dozen-plus insurers. | Online brokerage and quote marketplace | Selling |
| QuotacyMinneapolis online term life brokerage bought by Highland Capital Brokerage in 2021; quotacy.com has redirected to Highland's EasyLife site since early 2026. | Closed or acquired platform | Acquired by Highland Capital Brokerage (closed 2021-12-31); quotacy.com redirects to EasyLife since early 2026 |
| SelectQuotePhone-based insurance agency founded in 1985 that compares term, permanent and final expense life policies from about 15 insurers; NYSE: SLQT. | Online brokerage and quote marketplace | Selling |
| SprouttIsraeli-founded online life insurance broker known for its Quality of Life Index; pivoted to agents, then filed for insolvency in Tel Aviv in April 2024. | Closed or acquired platform | Closed; filed for insolvency in Tel Aviv District Court in April 2024; sproutt.com no longer resolves (October 2026) |
| Zander InsuranceNashville independent agency founded in 1930 and recommended by Dave Ramsey for over 30 years; quotes level term life from more than a dozen insurers. | Online brokerage and quote marketplace | Selling |
Most online life insurance sites are agencies or brokers: an insurer issues the policy and pays the claim. Each page names the issuers.