# Plum Life

> Digital life insurance sales platform for agents and advisors

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | Solutions Provider |
| Region | NA |
| Headquarters | South Orange, New Jersey, USA |
| Founded | 2020 |
| Stage | Growth |
| Employees | 11-50 |
| Funding | Acquired |

## Overview

Plum Life is a life insurance distribution technology platform for independent agents, advisors, and financial institutions. The company built a digital quote-to-issue workflow targeting the life insurance segment, with a focus on enabling cross-sell by agents already active in auto, health, or home lines.

The platform delivers end-to-end digital case management: multi-carrier quoting, application submission, case tracking, commission reconciliation, and a product research hub. A proprietary scoring tool guides agents toward appropriate product recommendations. Delivery is through a cloud-based agent portal with responsive web design; no public API has been documented.

Plum Life raised approximately USD 7.75M in two seed rounds before being acquired by Simplicity Group Holdings in June 2024. The platform was rebranded as Simplicity LifeLink and continues to serve agents across independent agencies, financial institutions, and affiliated distribution networks. Distribution partnerships with London Underwriters (8,000 agents) and Appalachian Underwriters expanded the platform's reach prior to acquisition.

## Products & services

### Plum Life Platform \(now Simplicity LifeLink\)

A cloud-based life insurance sales platform providing agents and advisors with digital tools for quoting, application management, and case tracking across multiple carriers.

**Key features:**

- Multi\-carrier digital quoting and product comparison
- End\-to\-end application submission and case management
- Simplicity Score \-\- proprietary product scoring and recommendation engine
- Commission reconciliation and reporting dashboard
- Product research hub with centralized carrier information

*Target users:* Independent insurance agents, financial advisors, health and auto insurance agencies, BGAs, IMOs, community banks, and credit unions

## Category & focus

- Subcategories: Quote\-to\-bind, Digital storefronts, Agency management
- Insurance verticals: Life & Annuity, Group Benefits
- Target customers: Agents/Agencies, Brokers, MGAs/MGUs

## Notable customers

- London Underwriters \(8,000\-agent distribution network\)
- Appalachian Underwriters
- Simplicity Group Holdings \(acquirer, integrated into broader distribution\)

## Links

- Website: <https://lifelink.simplicitygroup.com/>
- Directory profile: <https://insurtechlist.com/companies/plum-life/>
- Linkedin: <https://www.linkedin.com/company/plum-life>
- Press/news: <https://www.prnewswire.com/news-releases/simplicity-acquires-plum-life-and-launches-lifelink-a-digital-life-insurance-platform-that-automates-the-delivery-of-much-needed-protection-302163124.html>

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