# Pendella

> Embedded life and disability insurance for benefits platforms and insurance agencies

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | Solutions Provider |
| Region | NA |
| Headquarters | Fort Myers, Florida |
| Founded | 2018 |
| Stage | Growth |
| Employees | 11-50 |
| Funding | Seed |

## Overview

Pendella is a life and disability insurance technology platform serving distributors, benefits platforms, PEOs, and insurance brokers and agencies. Founded in 2018 by Bob Gaydos, the company enables partners to offer individual life and disability insurance products under their own brand through a white-labeled embedded solution or a phone-based agent quoter.

The platform delivers AI-powered instant underwriting and a multi-carrier recommendation engine that allows applicants to receive same-day policy decisions and complete applications online without medical exams for most cases. Coverage options span term life, whole life, final expense, and guaranteed acceptance policies from top-rated carriers, targeting individuals ages 18-85 with coverage up to USD 10M. The platform integrates via REST API and can go live in under a week.

Pendella has raised over USD 10M across multiple rounds, including USD 5.2M in Seed-2 funding from American Family Ventures and MassMutual Ventures in 2022, followed by a USD 2.7M Seed-3 round in April 2023. The company reports 30+ partnerships with online retail agencies, major insurance brokers, financial advisory firms, and professional employer organizations.

## Products & services

### Embedded Platform

A white-labeled, self-serve life and disability insurance integration designed for benefits platforms, PEO member portals, and broker enrollment systems. Partners can offer individual insurance products to their customers with no RFPs, payroll deductions, or administrative overhead. Customers complete applications in under 10 minutes with same-day underwriting decisions.

**Key features:**

- White\-label branding for distributor partners
- Multi\-carrier quote engine with instant recommendations
- Online application and digital fulfillment without medical exams for most cases
- REST API integration deployable in under a week

*Target users:* PEOs, benefits platforms, brokers and agencies, financial advisory firms

### Agent Quoter

A phone-based sales tool for insurance agents and call centers, including Medicare and ACA-focused operations. Provides multi-carrier instant quoting with CRM integration and lead management.

**Key features:**

- Multi\-carrier instant quotes for life and disability products
- Salesforce CRM integration
- Lead management, disposition tracking, and pipeline reporting
- Fully online digital application workflow with same\-day decisions

*Target users:* Insurance agents, Medicare and ACA call centers, insurance agencies

## Category & focus

- Subcategories: Embedded Insurance, Agent Quoter, Multi\-Carrier Platform
- Insurance verticals: Life & Annuity, Group Benefits
- Target customers: Brokers, Employers, Agents/Agencies, Carriers

## Notable customers

- Prudential \(carrier partner\)
- Banner Life \(carrier partner\)
- Ladder \(carrier partner\)
- Mutual of Omaha \(carrier partner\)
- AIG/Corebridge \(carrier partner\)
- TruStage \(carrier partner\)
- National Life \(carrier partner\)

## Links

- Website: <https://pendella.com>
- Directory profile: <https://insurtechlist.com/companies/pendella/>
- Linkedin: <https://www.linkedin.com/company/pendella>

---

*Last updated: 2026\-06\-16*