Banner Life files “BeyondTerm” trademark

Banner Life has filed a trademark application for “BeyondTerm,” signaling a potential expansion of its term life offering and related marketing infrastructure.

The application, filed March 17, 2026, covers insurance marketing, advertising, and information services aimed at brokers, agents, and consumers. It is based on intent to use, suggesting the branding may support broader positioning or distribution initiatives rather than a new standalone product.

The “BeyondTerm” name aligns with a term life product that includes built-in living benefits, allowing policyholders to accelerate a portion of their death benefit in the event of qualifying chronic, critical, or terminal illnesses.

Under the product design, policyholders can accelerate up to 90% of the death benefit, capped at $1 million, with payouts determined based on factors such as health status and life expectancy. The product also allows for partial accelerations, offering flexibility compared to traditional term life policies.

The trademark filing points to Banner Life reinforcing the “BeyondTerm” brand, potentially as a broader platform spanning product features, distribution, and agent-facing marketing tools.