Quick Answer: Ethos is an online life insurance platform that partners with top-rated carriers like Ameritas, Banner Life, Protective, and TruStage to offer term, whole life, and indexed universal life (IUL) policies. Most applicants don’t need a medical exam, and coverage decisions often come within minutes. Ethos is available in all states except New York and works best for people who want a fast, digital buying experience.
If you’ve been putting off life insurance because the process feels overwhelming, you’re not alone. That’s exactly the problem Ethos set out to solve when they launched in 2016. Their pitch is simple: get covered in minutes, not weeks, without the hassle of medical exams or pushy salespeople.
We’ve taken a close look at what Ethos offers, how their process works, and where they fall short. Here’s what you need to know before you apply.
NOTE: We are not Ethos. If you need to contact an Ethos representative directly, call 888-384-6754 or 415-915-0665. You can also email [email protected] or visit ethos.com.
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What is Ethos Life Insurance?
Ethos isn’t actually an insurance company. They’re a licensed insurance producer and third-party administrator, which means they act as a middleman between you and the carriers that issue the policies. Think of them like a broker with really good technology.
When you apply through Ethos, their system matches you with one of their partner carriers based on your age, location, health profile, and the type of coverage you want. You don’t get to pick which company issues your policy, but all their partners are well-established insurers with strong financial ratings.
The company is headquartered in Austin, Texas, and is available in 49 states plus Washington D.C. New York is the only state where they don’t operate.
Ethos Insurance Carrier Partners
Your policy won’t actually say “Ethos” on it. It’ll be issued by one of these carriers:
Ameritas Life Insurance Corp. provides simplified term life and indexed universal life policies. They hold an A (Excellent) rating from A.M. Best and an A+ from the BBB.
Legal & General America (Banner Life) underwrites fully underwritten term policies. They carry an A+ (Superior) rating from A.M. Best.
Protective Life Insurance Company offers term life with terms ranging from 10 to 40 years and coverage up to $2 million. They have an A+ (Superior) A.M. Best rating.
TruStage handles whole life and some term policies. They have an A (Excellent) rating from A.M. Best and have served over 20 million customers in 80+ years.
John Hancock and Mutual of Omaha also underwrite certain Ethos policies depending on your profile.
The carrier you’re matched with depends on factors like your age, health answers, and coverage amount. You can’t choose your carrier, but all of them have solid financial strength ratings.
What Types of Life Insurance Does Ethos Offer?
Ethos has expanded significantly since they first launched. They now offer three main product types:
Term Life Insurance
Term life is Ethos’s core product. Here’s what’s available:
- Ages: 20 to 65
- Term lengths: 10, 15, 20, 30, or 40 years
- Coverage amounts: $20,000 to $3 million
- Medical exam: Not required for most applicants
Ethos offers two types of term coverage. Their simplified issue policies don’t require a medical exam and can be approved the same day. Fully underwritten policies may require additional health information but can offer higher coverage amounts.
All term policies have level premiums, meaning your rate stays the same throughout the term. Policies are guaranteed renewable until age 80, though renewal rates will be higher.
Whole Life Insurance
Ethos offers guaranteed issue whole life insurance for older adults:
- Ages: 45 to 85
- Coverage amounts: $2,000 to $30,000 (some sources show up to $1 million for qualified applicants)
- Medical exam: Never required
- Approval: Instant, regardless of health history
This is designed as final expense insurance. Because it’s guaranteed issue, anyone can qualify regardless of health conditions. The tradeoff is lower coverage amounts and higher premiums compared to term insurance.
Accidental deaths are covered immediately. For deaths from illness or natural causes, there’s typically a 2 to 3 year waiting period before the full death benefit applies.
Indexed Universal Life (IUL) Insurance
In January 2024, Ethos partnered with Ameritas to launch an indexed universal life product. This is a permanent policy with a cash value component tied to stock market index performance.
- Ages: 20 to 65
- Coverage: Up to $1 million for simplified issue, higher for fully underwritten
- Cash value: Grows based on index performance (like the S&P 500)
- Floor protection: Your cash value won’t lose money when the market drops
IUL policies include living benefit riders that let you access a portion of your death benefit if you’re diagnosed with a qualifying illness. The entire process, from quote to issue, can be completed online.
How the Ethos Application Process Works
One of Ethos’s biggest selling points is their streamlined application. Here’s what to expect:
Step 1: Visit ethos.com and answer questions about your coverage needs, including how many dependents you have, outstanding debts, and when you need coverage to start.
Step 2: Complete a health questionnaire. You’ll answer questions about your medical history, prescription medications, and lifestyle factors like smoking or high-risk hobbies.
Step 3: Ethos pulls data from third-party sources like MIB Group records, prescription databases, and motor vehicle records to verify your information and calculate your risk.
Step 4: Get your decision. Many applicants receive instant approval. Some may need to answer follow-up questions or, in rare cases, complete a medical exam.
Step 5: Review and purchase your policy. You have 30 days to cancel for a full refund if you change your mind.
The whole process takes about 10 minutes for most people.
How Ethos Handles Applicants Who Don’t Qualify
If you don’t qualify for Ethos’s preferred term rates, their system automatically considers you for other coverage options. You might be moved from Term Life Prime to Term Life Choice, then to Advantage Whole Life, and finally to Guaranteed Acceptance Whole Life if needed.
This means you won’t get rejected outright. You’ll be offered the best coverage you qualify for, though it may come with higher premiums.
Ethos Life Insurance Rates
Rates vary based on your age, health, coverage amount, and term length. Here are sample monthly rates for a 20-year, $500,000 term policy for non-smokers in excellent health:
Male Non-Smoker:
- Age 30: approximately $23/month
- Age 40: approximately $38/month
- Age 50: approximately $89/month
Female Non-Smoker:
- Age 30: approximately $17/month
- Age 40: approximately $29/month
- Age 50: approximately $70/month
These are estimates based on preferred rate classes. Your actual rate depends on underwriting factors like your health history, prescription medications, driving record, and family medical history.
Ethos’s rates tend to run slightly higher than traditional fully underwritten policies. That’s the tradeoff for skipping the medical exam and getting faster approval.
Pros and Cons of Ethos Life Insurance
What Ethos Does Well
Fast, digital experience. You can get a quote, apply, and purchase a policy entirely online. Many applicants get approved the same day.
No medical exam for most policies. Term and whole life applicants answer health questions online instead of scheduling lab work.
Multiple product options. Unlike some online insurers that only offer term, Ethos provides term, whole life, and IUL coverage.
Strong carrier partners. All policies are issued by established insurers with excellent financial strength ratings.
Free estate planning tools. Ethos offers free wills and living trusts to policyholders.
30-day money-back guarantee. You can cancel within the first month for a full refund.
Where Ethos Falls Short
Not available in New York. Residents of New York State can’t purchase through Ethos.
Limited customization. You can’t choose which carrier issues your policy, and rider options are more limited than traditional insurers.
No live chat support. Despite being an online-first company, Ethos doesn’t offer live chat on their website.
Higher rates for simplified issue. The convenience of skipping the medical exam means you may pay more than you would with a fully underwritten policy elsewhere.
Coverage limits. Term life maxes out at $3 million, which may not be enough for high earners or those with significant debts.
How Ethos Compares to Other Online Life Insurers
Ethos isn’t the only option for buying life insurance online. Here’s how they stack up against similar platforms:
Ethos vs. Ladder: Both offer no-exam term life, but Ladder provides coverage up to $8 million compared to Ethos’s $3 million. Ladder only offers term insurance, while Ethos also has whole life and IUL options.
Ethos vs. Haven Life: Haven Life offers term policies backed by MassMutual with coverage up to $3 million. Their policies may require a medical exam for larger amounts. Haven Life is available in more states but offers fewer product types.
Ethos vs. Bestow: Bestow focuses exclusively on simplified issue term life with coverage up to $1.5 million. Ethos offers higher coverage limits and more product variety.
If you want a quick online application with multiple coverage options, Ethos is a solid choice. If you need very high coverage amounts and don’t mind a medical exam, traditional carriers may offer better rates.
Who Should Consider Ethos Life Insurance?
Ethos works well for:
- People who want fast, online coverage without medical exams
- Those buying their first life insurance policy who want a simple process
- Seniors looking for guaranteed issue whole life or burial insurance
- Anyone interested in IUL as a wealth-building tool
- Busy professionals who don’t have time for lengthy applications
Ethos may not be the best fit if you:
- Live in New York State
- Need more than $3 million in term coverage
- Want full control over which carrier issues your policy
- Prefer working with a local agent face-to-face
Ethos Customer Reviews and Ratings
Ethos has built a strong reputation since launching in 2016:
- Trustpilot: 4.8 out of 5 stars (3,300+ reviews)
- Google: 4.7 out of 5 stars
- Better Business Bureau: A+ rating
Most positive reviews mention the easy application process, quick approvals, and helpful customer service. Common complaints focus on occasional communication delays during claims and limited policy customization options.
The carriers that underwrite Ethos policies collectively have fewer complaints than expected based on their market share, according to NAIC data analyzed by NerdWallet.
Frequently Asked Questions
Is Ethos a legitimate life insurance company?
Ethos is a legitimate licensed insurance producer and BBB-accredited business with an A+ rating. They partner with established carriers like Ameritas, Banner Life, Protective, and TruStage to issue policies. Your coverage is backed by these financially stable insurers, not Ethos itself.
Does Ethos require a medical exam?
Most Ethos policies don’t require a medical exam. You’ll answer health questions online, and Ethos uses third-party data to verify your information. In some cases, an underwriter may request additional information or an exam for higher coverage amounts.
What happens when my Ethos term insurance ends?
Ethos term policies are guaranteed renewable until age 80. You won’t need to go through underwriting again, but your premiums will increase significantly at renewal. Many people choose to apply for a new policy before their term ends if they still need coverage.
Can I change my beneficiary after purchasing?
Yes, you can update your beneficiary at any time by contacting Ethos at 888-384-6754 or emailing [email protected].
How long does it take to get approved?
Many applicants receive instant approval. The entire process, from quote to coverage, can take as little as 10 minutes for simplified issue policies. Fully underwritten policies may take longer if additional information is needed.
Key Takeaways
- Ethos is a platform, not an insurer. Your policy is issued by partner carriers like Ameritas, Banner Life, Protective, or TruStage.
- Three product types available. Term life (ages 20-65, up to $3 million), whole life (ages 45-85, up to $30,000), and indexed universal life (ages 20-65, up to $1 million simplified).
- No medical exam for most applicants. You answer health questions online and Ethos uses third-party data for underwriting.
- Fast approval process. Many applicants get covered the same day.
- Not available in New York. Ethos operates in 49 states plus D.C.
- A+ BBB rating and 4.8 stars on Trustpilot. Customer satisfaction is strong overall.
- Free estate planning tools included. Policyholders get access to free wills and living trusts.
Want to explore your options? Life insurance needs vary based on your specific situation. If you’re not sure whether Ethos or a traditional policy is right for you, we’re happy to help you compare. Use our life insurance quoter on this page to get started.
