Announces Major Enhancements to its Comparative Life Insurance Rater. New Innovations Empower Life Insurance Shoppers to Make Smarter Decisions

From anonymous quoting to total price transparency to paperless purchase, speeds customer access to insight and savings

DARIEN, Illinois (October 22, 2019) –, the online life insurance price comparison service that offers instant quotes from 43 leading life insurers and allows customers to buy from any company shown, today unveiled a suite of innovative enhancements that speed up and simplify the life insurance shopping process.

“We know that today’s life insurance shoppers have a lot on their minds,” said founder and CEO, Robert Bland. “The experience of advising and placing 360,000 policies on our platform has helped us make both digital and human service advancements that solve the problems of customer confusion and high cost when it comes to selecting an appropriate life insurance policy. At, matching customer needs to the most appropriate life insurance policy at the lowest possible cost has now become an exercise measured in minutes instead of days or hours.”

The functional enhancements being announced today pertain to the company’s desktop and tablet platforms.

Robert Goss, executive vice president, said, “We modernized our home page at to show real-life examples of coverage needs. We now display a live feed of customer reviews, which have averaged 4.62 Stars based upon 73,200 reviews, we posted the most common Questions and Answers for customer convenience and we made one-click access to other lines of insurance that are being provided by trusted partners. The net effect of these enhancements is that the life insurance customer becomes educated about the financial, lifestyle and health factors that affect the price of life insurance.”

Features available to visitors include:

  • Anonymous, instant quotes guarantee customer privacy and ability to window shop at ease and on your schedule. Credentialed counselors are here to guide you when you ask for advice or help, but none will call at dinner time.
  • A 43-company database that includes term life up to $25 million, no-exam plans up to $2.5 million, guaranteed-for-life universal life and whole life policies that provide level death protection and level premiums for life, no-exam burial policies up to $25,000 and instant-issue, no-exam accident-only policies.
  • Customers are offered the convenience of no-exam underwriting, digital applications with voice and e-signature depending upon each insurer’s service model.
  • For those plans that do require a paramedical interview, our speedy application management process results in 80% of policy deliveries in under 35 days, which is significantly better than industry averages.

Improved Rater Delivers Better Accuracy

  • The Tobacco Use selector now includes categories for those who use marijuana
  • New questions about government assistance and credit issues will filter out plans that do not accept such applicants
  • A new and improved citizenship question now includes categorizes for many types of Visas including no Visa
  • Expanded health questions improve quote accuracy on some 35 common illnesses including diabetes, heart disease, cancer, sleep apnea, anxiety and many more. Being able to accurately quote these customers from the start helps avoid later delays, rate-ups and declines.

Life insurance premiums fall to all-time lows

The following annual sample annual premiums were obtained from a survey completed by of 50 leading life insurance companies as of October 19, 2019.

$250,000 Term Life Sampler
Female Annual Premiums
Age10 Year20 Year30 Year
$250,000 Term Life Sampler
Male Annual Premiums
Age10 Year20 Year30 Year

“Because life premiums are at or near historic lows, buyers can now lock-in great rates for their choice of ten to thirty years. And we also offer lifetime policies that feature level death benefits and level premiums for life,” Goss continued.

Economic uncertainties have made the need for basic life insurance more important than ever because personal life insurance proceeds are generally not taxed as income to the beneficiary.

$500,000 Term Life Sampler
Female Annual Premiums
Age10 Year20 Year30 Year
$500,000 Term Life Sampler
Male Annual Premiums
Age10 Year20 Year30 Year
$1,000,000 Term Life Sampler
Female Annual Premiums
Age10 Year20 Year30 Year
$1,000,000 Term Life Sampler
Male Annual Premiums
Age10 Year20 Year30 Year

When it comes to life insurance, many U.S. adults are uninsured or underinsured. According to the Life Insurance Market Research Association (LIMRA), a whopping 30 percent of U.S. households (35 million) do not have any life insurance and only 44 percent of U.S. households own an individual life insurance policy.

Past Accolades for

  • 2023: reaches 410,000 customers 
  • 2023: celebrates 130,500 Home Page Customer Reviews averaging 4.68 Stars 
  • 2023: celebrates 2,300 Google Reviews averaging 4.8 Stars 
  • "Life Insurance Innovation" award winner... Life Insurance Direct Marketing Association 
  • "The premier Web site in terms of details and ease of use..." -- Yahoo! FINANCE 
  • Twice Ranked #1 life insurance website by Kiplinger's 
  • Named a "100 Most useful website" by MSN Money 
  • Past Winner: Forbes' "Best of the Web" 
  • "The best website I've found..." -- Dallas Morning News 
  • "...we'd recommend you do your insurance shopping here..." -- Barron's 
  • "...outstanding - as good as a Web site on insurance can possibly be. Hats off and a gold star to the top insurance site on the Web." -- Insurance for Dummies 

Survey Methodology

Fifty leading life insurers rated “A” or better were polled as to how they underwrite breast cancer survivors for a California resident. Rates may differ in New York. Life insurance policies described, quoted, shown and illustrated throughout this press release may not be available in all states. Banner Life Insurance Company, Urbana, MD, policy form ICC08-LIA, and William Penn Life Insurance Company, Garden City, NY, policy form LIA-WP, both Legal & General America companies; Haven Life, a subsidiary of Massachusetts Mutual, Springfield, MA, policy form ICC19PCM-SI 0819; Pacific Life Insurance Company, Omaha, NE, policy form ICC18 A18LYAP Protective Life Insurance Company, Birmingham, AL, policy form ICC12-400 and Protective Life and Annuity in NY under policy form PL-400- NY; Pruco Life Insurance Company of New Jersey, Newark, NJ, policy form ORD 96200-2010, member companies of Prudential Financial, Inc., Newark, NJ; The Savings Bank Mutual Life Insurance Company of Massachusetts, Woburn, MA, policy form ICC17-A-91 (SBLI and The No Nonsense Life Insurance Company are registered trademarks of The Savings Bank Mutual Life Insurance Company of Massachusetts, Transamerica Financial Life Insurance Company, Harrison, NY, policy form APA 40NY- 107 and Transamerica Life Insurance Company, Cedar Rapids, IA, policy form APA401008T, both AEGON companies. 

About operates an Internet-based life insurance exchange at The company also provides private label, co-branded life insurance technology and fulfillment services to insurance companies, financial institutions, affinity groups, banks, credit unions, property & casualty agencies, trade associations, and other affinity groups with large customer bases. The company’s proprietary technology provides instant quotes and illustrations from 50 leading life insurers and enables a quick, paperless purchase process . More than 400,000 people have purchased policies through since the firm’s founding in 1984. Visit for more information or to explore the life insurance quoting experience online.