Ethos Adopts iPipeline Quote Engine with Greater Speed-of-Underwriting Criterion

InsurTechs can appear lower in lists on quote engines, but iPipeline resolves the issue by displaying a ‘speed score’ to agents.

(Image credit: Juliane Liebermann/Unsplash.)

Ethos (Austin, Texas), a technology-powered InsurTech life insurance distributor, has partnered with iPipeline (Exton, Pa.) to use its quote engine. As the first InsurTech on the iPipeline platform, Ethos can now offer its white-labeled and customized life insurance assessment, application, and policy delivery services to the more than 400,000 agents across the iPipeline ecosystem, an iPipeline statement says.

Bill Atlee, Founder and Chief Innovation Officer, iPipeline.

Ethos’ stated mission is to make life insurance more affordable and accessible to as many Americans as possible. With Ethos, consumers can obtain life insurance policy quotes and apply online in minutes without medical exams. Using its proprietary technology stack, Ethos can process the application instantly, providing information about coverage eligibility and rates. Once the application is approved, the policyholder can activate their coverage immediately.

However, the iPipeline statement notes, InsurTechs can appear lower in lists on quote engines that were historically designed to sort only by premiums. iPipeline says it resolves this issue by displaying a “speed score” to agents. Each insurer is measured by the amount of time it takes for an agent to complete their digital application, as well as the time it takes the carrier to make an underwriting decision. These speeds and qualification scores are displayed next to the insurer’s premium. Now for the first time, agents can sort via speed and any of these categories, allowing them to help their customers get the best product for their needs, especially as more and more consumers expect instant online experiences.

Determining What Matters Most to the Client

Vipul Sharma, CTO, Ethos.

“Each agent determines what matters most to their client. Sometimes that’s speed—and sometimes it’s price,” comments Bill Atlee, Founder and Chief Innovation Officer, iPipeline. “Our quote engines with the added ‘speed score’ search will help Ethos stand out in an industry that is used to a 30-to-45-day underwriting process. Agents can now view Ethos’s products alongside traditional carriers with the ability to consider more than just price. We’re excited to bring the Ethos products to the many agents in the iPipeline ecosystem, and we look forward to our ongoing partnership.”

“iPipeline’s distribution and innovation capabilities will help us as we continue on our mission to protect the next million families,” comments Vipul Sharma, CTO, Ethos. “iPipeline shares our commitment to making life insurance more accessible and improving the experience—at every point in the process. This strategic alliance allows us to seamlessly reach more consumers through the thousands of insurance agents who use iPipeline.”

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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