UK-based insurtech startup Eleos Life has officially entered the U.S. market through strategic partnerships with Assurity, a mutual insurance provider, and SCOR, one of the world’s leading global reinsurers.
Eleos Life specializes in embedded life and disability insurance solutions, leveraging API-based technology that allows financial institutions and digital platforms to integrate white-label insurance offerings seamlessly into their existing infrastructure. The company’s entry aims to modernize how Americans access insurance coverage, particularly through platforms such as credit unions, banks, and fintechs, without the need for those organizations to build in-house underwriting capabilities.
Eleos has already secured licensing in 41 U.S. states and the District of Columbia, giving it a strong operational foundation to begin nationwide distribution.
The company’s offering arrives at a time when less than 30% of Americans have individual term life insurance, and only 18% have individual disability insurance, despite a large, underpenetrated market. With 161 million employed individuals in the U.S., the addressable market for disability coverage is significant, particularly as the segment is valued at approximately $127 billion, with a projected CAGR of 11.69%.
Through its partnerships, Eleos Life aims to close this protection gap by making life and disability insurance more accessible, affordable, and integrated into the financial tools consumers already use daily.
The move positions Eleos at the forefront of the embedded insurance wave, offering digitally native solutions that align with the evolving expectations of U.S. consumers and the strategic needs of financial services providers.
