Ethos Life

Overview

Ethos Life is a direct-to-consumer life insurance carrier and platform operating across the United States, offering term life insurance policies without requiring medical exams. Founded in 2016 by Peter Colis and Lingke Wang, the company built its platform from the ground up with online distribution as the core model, targeting families seeking affordable and accessible life insurance.

The company uses a proprietary machine learning underwriting engine that evaluates applicants in real time based on health questionnaire responses. This eliminates the traditional need for in-person exams and multi-week underwriting timelines, enabling applicants to receive a coverage decision and bind a policy in roughly ten minutes. Ethos also operates as a licensed producer and third-party administrator, distributing policies from multiple carrier partners including Protective Life, Legal and General America, Mutual of Omaha, John Hancock, Banner Life, and others, allowing customers to compare rates on a single platform. In 2022, Ethos acquired Tomorrow Ideas, a Seattle-based digital estate planning startup, and added online wills, trusts, healthcare directives, and powers of attorney to its product suite.

In January 2026, Ethos Technologies completed its IPO on NASDAQ under ticker symbol LIFE, raising approximately USD 200 million at a USD 19 per share price and an initial valuation near USD 1.2 billion. For the nine-month period ending September 30, 2025, the company reported USD 278 million in revenue and USD 46.6 million in net income.

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