Lotus

Term life insurance with built-in fertility coverage for carriers and employers

Specialty Solutions Startup Bootstrapped

Overview

Lotus is a specialty insurtech offering term life insurance policies that incorporate fertility coverage, targeting insurance carriers and employers as distribution partners. Founded in Pittsburgh in 2023 by Cally Myhrum Watts and Meg Trite, the company addresses the absence of fertility care coverage in standard life insurance products, positioning its offering as a B2B2C distribution play within the group and worksite life insurance market.

The company distributes Fertility Protect(tm) -- a white-label term life insurance product -- through carrier and employer channels. The product is individually owned and portable, enabling policyholders to retain coverage across job changes and carrier relationships. ML-powered underwriting supports real-time risk assessment and anti-selection management, while modular technology enables rapid adaptation and third-party data integration.

Lotus is in early pilot and waitlist phases as of 2026. The company was accepted into the Global Insurance Accelerator 100-day Program Cohort in 2024 and was recognized as a Sureify Innovation Awards finalist in 2026. It operates in a market where out-of-pocket fertility care costs in the U.S. are estimated at USD 9B annually.

Products & Services

Fertility Protect(tm)

A term life insurance policy that bundles standard death benefit coverage with comprehensive fertility care benefits. Distributed as a white-label product through insurance carriers and offered as a worksite benefit through employers.