# eFinancial

> eFinancial is a Bellevue-based direct-to-consumer life insurance agency that combines online quoting, a proprietary comparison platform and licensed agents to help middle-market Americans choose coverage from more than 20 providers. Founded in 2001 as a software startup, the company was acquired by Fidelity Life in 2009 and today operates as part of iA Financial Group following iA's 2024 acquisition of Vericity. Its pitch is practical rather than purely digital: reduce the friction of shopping for life insurance while keeping a person available to explain the tradeoffs.

- **Founded:** 2001
- **Headquarters:** Bellevue, United States
- **Founders:** Michael Rowell (Founder and former CEO)
- **Team size:** Approximately 370 employees in the supplied company record; LinkedIn lists a 201-500 employee range. The broader Vericity group had more than 400 employees when iA completed its acquisition in June 2024.
- **Products:** Life insurance comparison and guided application, Term life insurance, Permanent and whole life insurance, Final expense insurance, Accidental death benefit insurance
- **Notable:** Helped more than 900,000 policyholders obtain over $135 billion in life insurance coverage since 2010, according to company internal data as of February 2025., Built a patented sales technology platform used by licensed agents to match customers with policy options., Expanded to agent centers in Bellevue, the Chicago area and Tempe.

## Products & services

- **Life insurance comparison and guided application** — An online quote and proprietary recommendation platform supported by licensed agents, comparing policies from more than 20 providers and helping customers through application and approval.
- **Term life insurance** — Fixed-period coverage, commonly offered in 10-, 15-, 20- and 30-year terms, including options that may waive a medical exam.
- **Permanent and whole life insurance** — Lifetime coverage that can build tax-deferred cash value while premiums remain current, with agent support for product selection and medical-exam scheduling.
- **Final expense insurance** — Generally smaller whole-life policies intended to leave beneficiaries cash for funeral costs, debts, bills or other needs after a death.
- **Accidental death benefit insurance** — Standalone coverage that pays beneficiaries after a covered fatal accident, with some policies also covering specified severe injuries.
- **Life insurance riders** — Optional policy features such as living benefits, accidental death, child coverage, waiver of premium and guaranteed insurability, subject to carrier availability and policy terms.
- **Educational tools and calculator** — Consumer explainers, a term-life calculator and guidance on medical exams, no-exam policies, coverage amounts and policy types.

## Achievements

- Helped more than 900,000 policyholders obtain over $135 billion in life insurance coverage since 2010, according to company internal data as of February 2025.
- Built a patented sales technology platform used by licensed agents to match customers with policy options.
- Expanded to agent centers in Bellevue, the Chicago area and Tempe.
- Named a USA TODAY Top Workplace for a third consecutive year in 2026, according to the company's LinkedIn announcement.
- Recognized by Expertise.com in 2021 among life insurance companies serving the Tempe and Seattle markets.
- Became part of iA Financial Group through its US$170 million acquisition of Vericity in 2024.

## Latest updates

- **2026-05** — eFinancial announced on LinkedIn that it had been named a USA TODAY Top Workplace for the third year in a row.
- **2026-04** — Company volunteers reported preparing produce equivalent to 9,900 meals and packing additional fresh food during a service project with Three Square Food Bank.
- **2026-03** — The company said its Cycle for Survival team raised $56,505 for rare-cancer research and clinical trials.
- **2025-02** — eFinancial updated its public company metrics to more than 900,000 policyholders and over $135 billion in coverage obtained since 2010.
- **2024-06** — iA Financial Group completed its acquisition of Vericity, bringing eFinancial and Fidelity Life into iA's U.S. individual insurance operations.

## Links

- Website: https://efinancial.com
- LinkedIn: https://www.linkedin.com/company/efinancial
- Twitter/X: https://twitter.com/efinancial
- Instagram: https://www.instagram.com/efinanciallifeinsurance/
- Facebook: https://www.facebook.com/EfinancialInsurance

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Profile page: https://yespress.io/efinancial
Published by YesPress — https://yespress.io
Last updated: 2026-08-13