Ethos and North American Collaborate to Offer Accumulation Indexed Universal Life Product

Rhea-AI Summary

Ethos (NYSE:LIFE) announced a partnership with North American to offer a proprietary Accumulation Indexed Universal Life (IUL) product on Ethos’ digital platform starting Jan 7, 2026. The new IUL will provide eligible consumers up to $2 million of coverage and is marketed for fast issuance, including an instant-decision option with no medical exams for qualifying applicants.

The product features cash-value accumulation, net-zero cost loans, interest and loan bonuses, and nine index option selections. Accumulation IUL will be launched via a limited distribution and aims to simplify application and estate-planning for agents and consumers.

Key Figures

Maximum coverage: $2 million Index options: 9 index options

2 metrics

Maximum coverage $2 million Coverage limit for eligible consumers under new Accumulation IUL

Index options 9 index options Number of index option selections offered in Accumulation IUL

Market Reality Check

Price: $1.90 Vol: Volume 268,406 vs 20-day ...

low vol

$1.90 Last Close

Volume Volume 268,406 vs 20-day average 494,107 (relative volume 0.54) ahead of this announcement. low

Technical Shares at $1.90, trading above the 200-day MA of $1.61 and at the 52-week low.

Peers on Argus

No peer stocks with momentum or same-day headlines were detected; the setup appe...

No peer stocks with momentum or same-day headlines were detected; the setup appears company-specific rather than sector-driven.

Market Pulse Summary

This announcement details a new Accumulation Indexed Universal Life product added to Ethos’ platform...

Analysis

This announcement details a new Accumulation Indexed Universal Life product added to Ethos’ platform through collaboration with North American, offering coverage up to $2 million and nine index options. For LIFE, the context before this news showed shares at the 52-week low of $1.90, yet above the $1.61 200-day MA. Investors may watch how such distribution-focused partnerships, together with previously disclosed equity plans, translate into revenue growth and capital needs over time.

Key Terms

indexed universal life, net-zero cost loans, estate-planning

3 terms

indexed universal life financial

"introducing a proprietary Accumulation Indexed Universal Life product (IUL)"

A type of permanent life insurance that combines a death benefit with a cash account whose growth is tied to the performance of a stock market index but protected from direct losses by caps and minimums. Think of it as a savings plan linked to the market with guardrails: it can offer tax-advantaged growth and flexible payments, so investors use it for long-term wealth transfer, estate planning or retirement income, but returns, fees and limits affect outcomes.

net-zero cost loans financial

"Additionally, Accumulation IUL offers net-zero cost loans2, interest and loan bonuses"

A net-zero cost loan is a financing arrangement where the borrower’s payments, fees and interest are fully offset by other cash inflows—such as subsidies, rebates, tax credits, or related investment returns—so the borrower has little or no net out-of-pocket cost over the loan’s term. For investors, these loans matter because they change a company’s effective borrowing cost, cash flow and risk profile, and can signal external support or accounting nuances that affect valuation, much like getting a loan with a built-in discount or refund.

estate-planning financial

"Ethos’ digital estate-planning tools3 deliver comprehensive family benefits"

Estate-planning is the process of creating a clear set of instructions for who will own, use, or manage a person’s money, property and other assets if they die or become unable to make decisions. It matters to investors because these plans determine how wealth is transferred, taxed and preserved, can protect business continuity, and reduce legal delays—like a blueprint that guides where assets go and who gets to act on them.

AI-generated analysis. Not financial advice.

AUSTIN, Texas and DES MOINES, Iowa, Jan. 07, 2026 (GLOBE NEWSWIRE) --

Ethos, a leading life insurance technology company on a mission to democratize access to life insurance, today announced a partnership with North American Company for Life and Health Insurance®, introducing a proprietary Accumulation Indexed Universal Life product (IUL) to Ethos’ digital life insurance platform. North American will be a new provider for the Ethos IUL product suite, providing eligible consumers with life insurance coverage up to $2 million. 

Ethos and North American’s Accumulation IUL brings strong performance, differentiated benefits, and a faster, simpler process for agents and consumers alike. This new IUL can offer an instant-decision with no medical exams¹. Once approved, consumers can secure meaningful coverage in minutes, without medical exams or traditional underwriting requirements.

"At North American, we are committed to innovation, expanding access to financial protection and cash value accumulation,” said Jerry Blair, President of North American. “By combining our trusted products with Ethos’ cutting-edge technology, we are making accumulation-focused life insurance more accessible, faster, and easier than ever.”

Accumulation IUL is designed for those with a need of death benefit protection while offering all the advantages of cash value life insurance with competitive performance. Additionally, Accumulation IUL offers net-zero cost loans², interest and loan bonuses, and nine index option selections. The broad living benefits and Ethos’ digital estate-planning tools³ deliver comprehensive family benefits. Accumulation IUL will be offered to a limited distribution in partnership with North American.

"We’re proud to partner with industry leader North American to bring Accumulation IUL to market,” said Peter Colis, Co-Founder and CEO of Ethos. “With this collaboration, we’re not just delivering another life insurance product—we’re empowering agents to grow their business faster and helping families protect their futures with speed, simplicity, and confidence.”

North American joins a prestigious lineup of top-rated carrier partners, including Banner Life Insurance Company (formerly Legal & General America), TruStage™ Financial Group, Inc., Ameritas Life Insurance Corp., Aflac, and Protective, working with Ethos to enhance the accessibility and affordability of life insurance and estate planning for millions of families.

About Ethos
Ethos is a leading life insurance technology company on a mission to protect families. 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. Through its platform, Ethos is redefining how life insurance is bought, sold, and underwritten. Learn more at ethos.com.

About North American Company for Life and Health Insurance
North American Company for Life and Health Insurance^®  is a member of Sammons^® Financial Group, Inc. Since 1886, North American has established a tradition of providing quality insurance products to consumers throughout the U.S. North American offers a comprehensive portfolio of term, universal life, and indexed universal life insurance products. North American also offers a wide variety of traditional fixed and fixed index annuities and consistently ranks among the top fixed index annuity carriers in the U.S. (Source: Wink’s Sales & Market Report and LIMRA/Secure Retirement Institute). For more information, please visit here.

¹Just a few health and lifestyle questions. In some cases, additional underwriting review may be necessary.

²Net Zero Cost Loans are loans charged and credited at the same interest rate percentage for a net zero cost. The policy year and amount available vary by product. Please refer to the specific product marketing guide for details.

³Estate planning tools are available under the Life Perks benefit issued with eligible policies sold through Ethos. Policies issued in SD, WA, AK, and LA are not eligible to receive the Ethos Estate Planning perk. Not all templates are available in each state.

Accumulation Index Universal Life Insurance is issued on form P100/ICC22P100 (policy), E100/ICC22E100, E101/ICC22E101, E103/ICC22E103, E104/ ICC22E104, E105/ICC22E105, E113/ICC24E113,  E114/ICC24E114, E118/ICC25E118, E119/ICC25E119, E120/ICC25E120, R100/ICC23R100, R101/ICC23R101, R102/ ICC23R102, R103/ICC23R103, R106/ICC22R106, R108/ICC25R108 (riders/ endorsements) or appropriate state variation by North American Company for Life and Health Insurance®, West Des Moines, IA. Products, features, endorsements, riders or issue ages may not be available in all states. Limitations or restrictions may apply. The product is not available in New York. North American and Ethos Technologies Inc. are separate, independent entities.

©2025 Ethos Technologies Inc. Accumulation Index Universal Life Insurance is offered by Ethos Technologies Inc. and in certain states as Ethos Life Insurance Services. CA license #0L28949; AR license #100164629.

Sammons Financial® is the marketing name for Sammons® Financial Group, Inc.’s member companies, including North American Company for Life and Health Insurance®. Annuities and life insurance are issued by, and product guarantees are solely the responsibility of, North American Company for Life and Health Insurance®.

Indexed Universal Life Insurance products are not an investment in the “market” or in the applicable index and are subject to all policy fees and charges normally associated with most universal life insurance.

Contact:
Allyson Savage, Vice President of Communications
Ethos
Phone: 415-297-4163
allyson.savage@getethos.com

FAQ

What did Ethos (LIFE) announce with North American on January 7, 2026?

Ethos announced a partnership to offer a proprietary Accumulation Indexed Universal Life product through its digital platform with North American as a new provider.

How much coverage will the Ethos Accumulation IUL (LIFE) provide?

The Accumulation IUL will provide eligible consumers with life insurance coverage up to $2 million.

Does the Ethos Accumulation IUL (LIFE) require medical exams for instant decisions?

The product can offer an instant-decision option with no medical exams for qualifying applicants.

What cash-value features does the Accumulation IUL from Ethos (LIFE) include?

It includes cash-value accumulation, net-zero cost loans, interest and loan bonuses, and nine index option selections.

Who can sell Ethos’ Accumulation IUL (LIFE) and how widely will it be distributed initially?

The IUL will be offered through a limited distribution in partnership with North American and Ethos’ agent network.

How does the Ethos (LIFE) and North American partnership affect estate-planning tools?

Ethos said the Accumulation IUL will integrate with its digital estate-planning tools to deliver broader living and family benefits.