Our Story
How we set out to make life insurance radically simple
We started with one simple belief
Life insurance should be simple, affordable, and accessible to every family — not just those who can navigate complex paperwork, sit through high-pressure sales calls, or pass a medical exam. We built LifePlansDirect to change that.
2019
Founded in San Francisco
Two former insurance executives set out to make life insurance as simple as booking a flight.
2020
10,000 Policies Issued
Despite the pandemic, we grew rapidly as families prioritized financial protection.
2021
$500M in Coverage Placed
Our carrier network expanded to 12 top-rated insurers offering instant decisions.
2022
All 50 States Licensed
Full nationwide availability — every American family can now access our platform.
2023
1 Million Customers Served
We crossed the million-customer milestone with a Trustpilot rating of 4.9/5.0.
2024
#1 Rated Digital Life Insurer
Recognized by Forbes, CNBC, and NerdWallet as the top-rated digital life insurance platform.
Our core values
Radical Transparency
No hidden fees, no confusing jargon. We show you everything up front.
Family First
Every decision we make is guided by what's best for the families we protect.
Built for Simplicity
We believe the best product is one that gets out of the way and just works.
Access for All
Life insurance should be available to every family, regardless of income or health history.
Join us on our mission
See open positions and help us protect a million more families.