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Ethos Life Insurance | Company Review

Ethos life Review
Insurance Quotes 2 Day Team

Written By Doug Mitchell

Doug Mitchell, CLU holds a BA degree in Finance from Auburn University as well as having obtained a Chartered Life Underwriter (CLU) designation from The American College in Bryn Mahr, PA.  Doug has spent close to 30 years in the insurance and financial planning industry and has held licenses to sell securities, long-term care insurance, health.  Doug is also a financial blogger addressing the topics of life insurance, annuities and retirement income planning.

Holly Mitchell  &

Holly Mitchell’s background in life insurance insurance goes back to 1985 when she worked for her father who was a New York Life agent. Holly has a marketing degree from Auburn University and has had a life insurance license since 2008. In addition to advising life insurance for customers all around the country, Holly is our website fact checker.

Rob Pinner   &

Rob Pinner is the founder and CEO of Pinner Financial Services servicing all 50 states. Rob started his insurance career in 2002.

Louis LaBash

Results-driven and innovative life insurance professional with 30 plus years of life insurance industry sales and marketing experience. Recognized as a pioneer in the field, leveraging phone and internet channels to exceed personal sales of over $100 million during the first decade of the 21st century. Creator of a highly effective intuitive IUL life insurance sales software that facilitated the sale of millions of dollars of indexed universal policies by numerous life insurance agents. Proven track record as a Managing General Agent (MGA), Life Agent, IUL Life Insurance Sales Software developer, and leading-edge creator of insurance marketing tools, educational content, and delivery systems.

 4 minute read

Do you prefer to wait weeks to get your life insurance issued while your insurance company collects health information about you and sometimes your immediate family?

If you need life insurance now because you’re not insured or under-insured but you want it to fit in your budget, continue reading our Ethos Life Insurance Company Review and get the information you need to see if Ethos Life will be a good fit for your circumstances.


NOTE: We are not Ethos Life. If you need to contact an Ethos representative, you can call them at (415) 702-1844 or contact them through their website at

Ethos Life
460 Bryant Street, Floor 3
San Francisco, CA 94107


What is Ethos Life?


Ethos Life is one of several upstart insurance companies whose mission is to simplify shopping and purchasing life insurance.  Using 21st Century technology, Ethos has created an online platform where consumers can purchase Term Life insurance at competitive rates in a straightforward process without the trappings of traditional life insurance.

The company’s operation was designed to make life insurance transactions as efficient and non-intrusive as possible while offering a product that consumers can rely on to financially protect the policyholder’s surviving loved ones.

Currently, Ethos offers only Term Life Insurance that is underwritten by Assurity Life Insurance Company, a well-established and highly-rated life insurance company. Consumers can speak with non-commissioned agents during the purchase process but a licensed agent does not have to a party to the transaction.

Ethos now joins other online life insurance platforms like Ladder, Haven Life, Bestow, and Fabric with a mission to serve those consumers who feel confident purchasing life insurance online.


Ethos Life’s Financial Stability


Since Ethos began operations in 2018 and all policies are issued through Assurity Life Insurance Company, consumers should look at Assurity’s financial ratings to determine whether Ethos will be financially capable of keeping its promise to pay on a long-term basis.

Currently, Assurity Life is rated A- (Excellent) by A.M. Best with an outlook recommendation of STABLE. It’s also important to note that Ethos is funded by several high-profile investors and has placed many Stanford University graduates on its board of directors.


What Ethos Life Offers


Ethos offers one insurance product – term life insurance. Term life can be purchased online through Ethos and policies are typically issued very quickly when compared with traditional life insurance carriers.

Unlike other online platforms, Ethos offers face amounts of $25,000 up to $10 million which is pretty much unheard of; even for traditional insurance companies.

 Here are the highlights for Ethos Life Insurance: 
Available ProductsTerm Life Insurance
Available Term Options10, 15, 20, and 30 years
Eligible Ages18 to 75-years-old
Medical Exam RequirementsMay be required on policies exceeding $1 mil
Policy denied for serious health issues?Yes
Riders Available?4 optional riders


Unlike most online life insurers who do not offer optional coverage riders, Ethos does offer riders that can broaden your coverage and add living benefits to your policy.

  • Endowment Benefit Rider (aka Return of Premium rider) – This optional rider provides for the insurance company to refund all premiums paid into the policy in a tax-free lump sum if the insured outlives the term of the policy.
  • Child Term Rider – The child term rider allows the policyholder to add all dependent children to the policy and will cover them until age 18 for an additional flat fee.
  • Critical Illness Rider – Also known as an Accelerated Death Benefit, the critical illness rider provides for the insurance company to advance the insured a large portion of the death benefit if the insured is diagnosed with a terminal illness.
  • Waiver of Premium Rider – The waiver of premium benefit is built into all term policies issued purchased from Ethos. This rider provides for the insurance company to waive all premiums if the insured becomes totally disabled before turning 65 years old.

Ethos Life Term Insurance Rates


Although Ethos Life offers very affordable rates for term life insurance, they may not always be the cheapest available when shopping online.

 Here are actual rates for a very healthy 30-year-old male and female non-smoker: 
Male Non-Smoker10 Years15 Years20 Years30 Years


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Female Non-Smoker10 Years15 Years20 Years30 Years


What Ethos customers are Saying


Even though Ethos Life is a relatively young company, there are many reviews concerning its level of service and competitiveness in the marketplace. Here’s what we found:

  • Trustpilot: 4.5 out of 5 stars (343 reviews)
  • CunsumerAdvocate:6 out of 5 stars (6 reviews)
  • The College Investor: 85% (Editor rating)
  • Value Penguin: 3.5 out of 5 stars (Editor’s rating)

The Pros & Cons of shopping with Ethos Life


The pros and cons of any insurance company are debatable at best. However, as experienced insurance professionals who hear from insurance shoppers or customers every day, we have a pretty good idea about what will benefit consumers the best and the least.


Ethos Life Pros


In our opinion, when you compare Ethos to other online insurance providers like Ladder, Bestow, Haven Life, and Fabric, Ethos demonstrates the following pros:

  • Face amounts up to $10 million
  • No policy fees
  • Optional riders available
  • Since agents aren’t part of the selling, there is little to no pressure or upselling
  • No medical exam required for policies with $1 million or less coverage (some exceptions will likely happen depending on the health questions)
  • Fast underwriting which results in a fast issue

Ethos Life Cons


Let’s be nice here and refer to cons as disadvantages.

  • Customer support is limited to email. You’ll not find a phone number on the website
  • Claims must be filed electronically (email) which may be considered impersonal
  • Limited product selection (no permanent cash-value insurance option)
  • The website is rather short on educational information compared to other online insurance providers

Frequently asked Questions

What happens when my Ethos insurance coverage ends?

document in hand graphic

The good news is Ethos will allow you to renew your coverage until age 95 and you won’t have to go through the underwriting process again.

Can I change my beneficiary after my coverage starts?

man on cell phone

Yes you can change your beneficiary as many times as you need to by contacting Ethos at 415-915-0665 or email them at

Does Ethos have to lowest term rates?

shopping for life insurance

Although Ethos is comepetive with other online life insurance providers, your rates will depend on your age, your health, the term you apply for, and the amount of coverage you require.

author avatar
Doug Mitchell, CLU Independant Advisor
Doug Mitchell, CLU holds a BA degree in Finance from Auburn University as well as having obtained a Chartered Life Underwriter (CLU) designation from The American College in Bryn Mahr, PA. Doug has spent almost 30 years in the life insurance industry and has also held licenses to sell securities, long-term care insurance and home and auto insurance. Doug is a Top of the Table Million Dollar Round Table member (MDRT).  MDRT is a global, independent association of the world's leading life insurance advisors.  For two years, Doug served as President of the Auburn Opelika Association of Financial Advisors and has been a member of the Million Dollar Round Table. He obtained Life Millionaire status at Horace Mann Insurance Company and was awarded the Life Agent of the Year Award. Later in his career with New York Life he was an Executive Council Member. Doug currently serves as President of Ogletree Financial, a managing general agency serving life insurance agents and clients in all parts of the United States. Today, Doug’s main focus is servicing 1000s of policyholders and growing the agency through the reach of

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