eFinancial
Compare and buy life insurance from top carriers -- online, by phone, or both.
Overview
eFinancial is a direct-to-consumer life insurance brokerage and digital marketplace founded in 2001 that has transformed how Americans shop for and purchase life insurance. By offering instant multi-carrier quotes and access to more than 20 carrier partners, eFinancial enables consumers to compare options and make informed coverage decisions without the complexity of traditional distribution.
The company operates an omnichannel model that lets customers choose their own path -- complete a purchase entirely online, speak with a licensed agent by phone, or switch seamlessly between the two. This flexibility has driven consistent annual double-digit growth, making eFinancial one of the fastest-growing life insurance agencies in the United States.
In 2009, Fidelity Life Association acquired eFinancial to expand access to affordable life insurance. In 2024, iA Financial Group -- one of Canada's largest insurance and wealth management groups -- acquired Vericity, the parent holding company of both Fidelity Life and eFinancial. eFinancial now operates within iA Financial Group's U.S. platform, which carries USD 43 billion of life insurance in force.
At a Glance
- Founded
- 2001
- Headquarters
- Bellevue, Washington, USA
- Employees
- 201-500
Category & Focus
Customers
- Individual consumers seeking affordable term life coverage
- Families comparing permanent life insurance options
- Individuals seeking final expense coverage
Last updated: 2026-05-12