Protective and Ethos Forge Term Life Insurance Partnership
Ethos, the US-based insurance technology platform that enables online life insurance purchases, has partnered with Protective Life Corporation to distribute term life insurance products through its digital platform.
The partnership enables Protective, which manages £94bn (US$118bn) in assets, to offer term life insurance products directly to consumers through the Ethos technology platform. The products include coverage periods from 10 to 40 years with protection up to £1.6m (US$2m).
“We are excited to team up with Ethos to help more people achieve financial protection,” says Aaron Seurkamp, Senior Vice President and President of Protective's Protection & Retirement Division. “Their cutting-edge technology allows us to reach a wider audience and delivers an exceptional experience.”
Ethos platform brings new carriers to digital marketplace
The collaboration marks an expansion of Ethos's insurance provider network, which includes Legal & General America, TruStage Financial Group, Ameritas Life Insurance Corp, Mutual of Omaha, and John Hancock.
Ethos's platform utilises algorithmic underwriting technology – automated risk assessment systems that process applications without medical examinations, requiring only basic health information.
The term life products, issued by Protective Life Insurance Company, target consumers aged 20 to 65.
The policies feature fixed premium rates and include a terminal illness rider - a provision that allows policyholders to access death benefits early if diagnosed with a terminal illness.
Peter Colis, Co-Founder and Chief Executive Officer of Ethos, says: “Joining forces with Protective is a fantastic opportunity for us to expand life insurance access to millions more families while delivering the best policyholder experience.”
Insurtech partnership signals shift in distribution model
The partnership represents a significant development in the US life insurance market, where traditional carriers increasingly seek technology partnerships to reach digital-first consumers.
The life insurance sector has seen a marked shift toward online distribution channels since 2020, with insurtech platforms reporting increased adoption rates among millennials and Generation Z consumers.
Protective's move into digital distribution through Ethos reflects this market evolution. The company's term life products through the platform include access to estate planning tools - digital resources that help policyholders organise their financial affairs and beneficiary arrangements.
“This is the latest example of Protective's commitment to making term insurance easy to obtain and accessible for families everywhere”
Established insurers embrace technology partnerships
Protective Life Corporation, a subsidiary of Japanese insurance group Dai-ichi Life Holdings, provides life insurance, annuity products, and asset protection services to 16.4 million customers through its network of subsidiaries.
The Birmingham-based insurer employs 3,800 staff across its US operations.
The insurtech sector has demonstrated growth in the term life insurance market through digital distribution models.
Ethos has established itself by developing technology that processes applications without medical examinations. The platform issues billions in coverage monthly, according to company statements.
Industry analysts note that partnerships between established insurers and technology platforms can accelerate market penetration.
These collaborations typically reduce application processing times from weeks to minutes, while maintaining underwriting standards through data-driven risk assessment.
The integration of Protective's products into the Ethos platform represents a strategic approach to digital transformation in the insurance sector. The partnership combines Protective's underwriting expertise with Ethos's distribution technology.
“This is the latest example of Protective's commitment to making term insurance easy to obtain and accessible for families everywhere,” says Seurkamp.
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