Empathy partners with Transamerica

Empathy, a startup offering legacy planning and services for people dealing with loss, announced a new partnership with Transamerica.

As part of the partnership, Empathy’s post-loss guidance and care platform and its digital planning and legacy-organization product will be made available to eligible Transamerica policyholders and beneficiaries.

Empathy currently serves more than 45 million families through partnerships with life insurance providers across the US and Canada.

“We are honored to work with Transamerica, a company whose scale, reach, and commitment to serving diverse communities aligns so deeply with our mission. Together, we’re ensuring that support for families goes far beyond a claim check, beginning with thoughtful preparation and continuing with compassionate guidance through every step after a loss. This collaboration delivers continuous logistical, financial, and emotional care, from planning to legacy—setting a new standard for how policyholders and their loved ones are supported.” – Ron Gura, Co-Founder & CEO of Empathy.

“At the heart of Transamerica’s mission is our commitment to helping customers feel prepared for whatever the future holds. By enhancing our Concierge Planning Rider through our new collaboration with Empathy, we’re extending that commitment into life’s most meaningful moments—providing compassionate guidance, practical tools, and emotional support when families need it most.” – Andrew DeMarco, Head of Life Solutions at Transamerica.