Ethos and Lifeforce Team Up to Help Policyholders Live Longer, Healthier Lives

Rhea-AI Summary

Ethos, a life insurance technology company, has announced a strategic partnership with Lifeforce, the largest longevity medicine platform. The collaboration offers Ethos policyholders a $250 benefit towards Lifeforce's Diagnostic offering, which includes at-home biomarker testing, access to board-certified longevity physicians, personalized treatment protocols, and health coaching.

The partnership complements Ethos' recently launched Indexed Universal Life insurance offering and estate planning tools. Ethos utilizes proprietary technology and real-time data to provide a 100% digital application process with decisions in minutes, eliminating the need for medical exams. The company works with major carriers including Legal & General America, Protective, TruStage, John Hancock, and Ameritas Life Insurance Corp.

[ "New $250 health benefit added for policyholders", "Partnership enhances product offering with longevity care services", "Streamlined 100% digital application process with quick decisions", "Collaboration with major insurance carriers" ]

Insights

Healthcare Industry Expert

Ethos-Lifeforce partnership creates differentiation in competitive insurance market through preventative health benefits, potentially boosting customer acquisition and retention.

This partnership between Ethos and Lifeforce represents a strategic move in the evolving life insurance landscape. By offering Lifeforce's longevity platform to policyholders, Ethos is implementing a value-added service strategy that differentiates its offerings in a competitive market. The $250 benefit toward Lifeforce's diagnostic services creates a tangible incentive for customer acquisition while potentially improving policyholder health outcomes - which could ultimately benefit Ethos's underwriting economics.

The partnership aligns with broader industry trends toward preventative care integration with financial services. From a business perspective, this creates multiple potential revenue benefits: enhanced customer acquisition through differentiated offerings, improved retention through added value services, and potentially improved loss ratios if policyholders actually extend their healthspan through the program.

What's particularly notable is how this complements Ethos's recent expansion into Indexed Universal Life insurance products. This suggests a strategic pivot toward higher-margin, more complex insurance products that benefit from longer customer relationships. The longevity partnership creates natural synergy with these longer-term policies by emphasizing customer lifespan extension alongside financial protection.

For investors, this partnership demonstrates Ethos's ability to build an ecosystem of services around its core insurance products, potentially creating more sustainable competitive advantages beyond mere price competition in a traditionally commoditized industry.

New benefit gives Ethos policyholders access to Lifeforce’s comprehensive health optimization platform, including biomarker testing, evidence-based longevity protocols, and expert health coaching

AUSTIN, Texas, Aug. 13, 2025 (GLOBE NEWSWIRE) -- Ethos, a leading life insurance technology company on a mission to democratize access to life insurance, today announced a partnership with Lifeforce, the largest longevity medicine platform. Through this collaboration, Ethos policyholders will be able to gain valuable insights into their own health at affordable prices, starting with a $250 benefit to Lifeforce’s Diagnostic offering, that includes at-home biomarker testing, access to board-certified longevity physicians, personalized treatment protocols, and ongoing health coaching. Together, Ethos and Lifeforce aim to help more families safeguard their future - uniting financial protection with longevity care to extend both lifespan and peace of mind.

Lifeforce was selected as the longevity platform for Ethos customers due to its clinical rigor, white-glove experience, and powerful diagnostic capabilities. With this new benefit, Ethos policyholders will be able to access Lifeforce’s platform - enabling them to proactively monitor and improve their health with data-driven insights and professional support.

Ethos is partnering with best-in-class providers to deliver a curated suite of perks that address policyholders’ most important priorities. The perks program complements Ethos’ recently launched Indexed Universal Life insurance offering - a wealth-building product with living benefits, tax advantages, and optional retirement income - as well as the company’s complimentary estate planning tools. With the addition of Lifeforce, Ethos is now empowering policyholders to not only protect their financial future but also to help extend their healthspan.

“At Ethos, we believe that protecting your family starts with protecting yourself,” said Prassath Leelakrishnan, Chief Growth Officer, Ethos. “Our partnership with Lifeforce gives our policyholders access to longevity care, making it as simple to prioritize your health as it is to plan your financial future. It’s a powerful combination, and one we’re proud to offer.”

Ethos leverages proprietary technology and predictive and real-time data to remove the friction from the life insurance purchase process, enabling customers to apply for coverage with a 100% digital application that provides customers with decisions in minutes, without lengthy and invasive medical exams. By streamlining the process, Ethos helps more families gain peace of mind and long-term financial stability.

“Our partnership with Ethos enables people to take control of their long-term health with the same simplicity and ease that Ethos brings to life insurance,” said Dugal Bain-Kim, Co-Founder and CEO of Lifeforce. “Together, we’re helping people protect what matters most: their future.”

Industry-leading carriers, including Legal & General America, Protective, TruStage™ Financial Group, Inc., John Hancock, and Ameritas Life Insurance Corp., are working with Ethos to enhance the accessibility and affordability of life and insurance and estate planning for millions of families.

About Ethos
Ethos is a leading life insurance technology company on a mission to protect families by democratizing access to life insurance and empowering agents at scale. With its robust three-sided technology platform, Ethos is transforming the life insurance experience for consumers, agents, and carriers alike. Ethos offers instant accessible products and a seamless online process that requires no medical exams and just a few health questions; it eliminates traditional barriers, making it easier than ever for everyone to protect their families. Each month, Ethos issues billions in coverage, redefining how life insurance is bought, sold, and underwritten. Learn more at ethos.com.

About Lifeforce
Lifeforce is the world's largest longevity medicine platform, empowering adults to add quality years to their lives through at-home biomarker testing, direct access to expert physicians, precision lifestyle coaching, and science-backed therapies. Thousands of members across the United States have already completed more than one million biomarker tests, with 85 percent reporting quality-of-life and health outcomes improvements within six months.
Learn more at mylifeforce.com.

Press Contact:
Allyson Savage
allyson.savage@getethos.com

FAQ

What benefits do Ethos policyholders receive through the Lifeforce partnership?

Policyholders receive a $250 benefit towards Lifeforce's Diagnostic offering, including at-home biomarker testing, access to board-certified longevity physicians, personalized treatment protocols, and health coaching.

How does Ethos streamline the life insurance application process?

Ethos uses proprietary technology and real-time data to offer a 100% digital application process that provides decisions in minutes, without requiring medical exams.

Which major insurance carriers partner with Ethos?

Ethos partners with Legal & General America, Protective, TruStage Financial Group, John Hancock, and Ameritas Life Insurance Corp.

What additional services does Ethos offer besides life insurance?

Ethos offers an Indexed Universal Life insurance product with living benefits and tax advantages, complimentary estate planning tools, and now longevity care services through Lifeforce.