# Amplify Life Insurance > Digital\-first life insurance platform combining permanent coverage with tax\-efficient wealth building\. ## At a glance | Field | Value | | --- | --- | | Category | Distribution & Sales | | Type | Carrier | | Region | NA | | Headquarters | San Francisco, California | | Founded | 2019 | | Stage | Growth | | Employees | 51-200 | | Funding | Series B | ## Overview Amplify Life Insurance is a San Francisco-based digital-first life insurance carrier founded in 2019 by CEO Hanna Wu and co-founder Qiyun Cai. The company's mission is to democratize wealth-building life insurance -- historically accessible only to the wealthiest individuals -- and make it available to modern consumers through a streamlined, fully digital experience. Amplify has raised USD 60.9M+ across multiple rounds from investors including Crosslink Capital, Anthemis, Greycroft, Munich Re Ventures, and Foxe Capital. Amplify operates as a licensed producer in all 50 U.S. states and the District of Columbia. The platform supports direct-to-consumer applications, embedded distribution through fintech and employer partners, and agent-assisted sales workflows. Since launch in 2020, Amplify reports protecting over 36,000 families and delivering more than USD 12 billion in protection coverage. In April 2025, Amplify partnered with EMC Life (an affiliate of EMC Insurance, headquartered in Des Moines, Iowa) to launch Prosper IUL -- the company's first fully proprietary indexed universal life product. Prosper IUL enables consumers to apply, qualify, and activate a permanent life insurance policy in approximately 10 minutes, with instant acceptance decisions for qualifying applicants. ## Products & services ### Prosper IUL \(Indexed Universal Life\) Amplify's flagship proprietary IUL product, launched in April 2025 in partnership with EMC Life. Prosper IUL is designed for digital-first consumers and agents, featuring a fully automated end-to-end onboarding experience from application to policy activation in approximately 10 minutes. The product provides permanent life insurance coverage with tax-advantaged cash value growth linked to market indexes, with downside protection against market losses. **Key features:** - Instant acceptance decisions for qualifying applicants - Tax\-efficient cash value accumulation with index\-linked growth \(typically 0\-9% range\) - Downside principal protection - Living benefits \(chronic illness riders\) - Single integrated platform for consumers and agents *Target users:* Mass affluent consumers seeking long\-term financial protection and tax\-efficient wealth accumulation ### Variable Universal Life \(VUL\) Permanent life insurance with market-based investment options within the cash value component. Variable life policies are underwritten by Nationwide Mutual Insurance Company and Equitable Financial Life Insurance Company of America; securities offered through The Leaders Group, Inc. (Member FINRA/SIPC). **Key features:** - Market\-based investment growth potential - Flexible premium and death benefit structure - Access to a range of investment sub\-accounts *Target users:* Consumers with higher risk tolerance seeking investment\-linked permanent coverage ### Term Life Fast, affordable term policies designed for families seeking protection during critical earning years. **Key features:** - Coverage terms of 10, 20, or 30 years - Cost\-effective premiums - Coverage amounts tailored to individual needs - Rapid digital application with expedited underwriting *Target users:* Families and individuals seeking affordable, time\-limited protection ### Annuities Tax-deferred growth products tied to market indexes with principal protection, designed for retirement income planning. **Key features:** - Index\-linked growth potential - Principal protection feature - Tax\-deferred accumulation *Target users:* Consumers planning for retirement income ### Final Expense Whole Life Permanent coverage with fixed premiums designed to cover end-of-life costs. **Key features:** - Lifetime coverage - Fixed, predictable premiums - Simplified underwriting *Target users:* Seniors and individuals planning for funeral and end\-of\-life expenses ### Accidental Death Benefit Affordable lump-sum coverage for covered accidental deaths. **Key features:** - Low\-cost premiums - Simple qualification requirements *Target users:* Consumers seeking supplemental accidental death coverage ### Carrier Solutions Platform A white-label distribution infrastructure enabling insurance carriers to launch, scale, and monetize life and annuity products across consumer, agent, and partner channels. Built on a "build once, distribute everywhere" model. **Key features:** - White\-label consumer experiences across new and existing platforms - Agent\-assist and hybrid sales workflows - Embedded distribution via API into partner ecosystems - Compliance enforcement through automated carrier rules - Unified data visibility across conversion, drop\-off, intent, and performance metrics - Carrier control over product rules, routing logic, and eligibility *Target users:* Insurance carriers seeking to expand digital distribution without expanding headcount ## Category & focus - Subcategories: Digital life insurance, embedded insurance, direct\-to\-consumer distribution, agent\-assist workflows, carrier distribution platform - Insurance verticals: Life & Annuity - Target customers: Consumers, Agents/Agencies, Carriers ## Notable customers - 36,000\+ families protected \(direct consumers\) - EMC Life \(carrier partner for Prosper IUL\) ## Links - Website: - Directory profile: - Licenses: - Partner program: - Product overview: - Carrier solutions: --- *Last updated: 2026\-05\-11*