CriticalIllness.com appears inactive after 2022 launch

In 2022, Assurity launched its first direct-to-consumer initiative with the debut of criticalillness.com, a self-service website for purchasing critical illness insurance. The platform was designed to simplify the process of buying coverage for serious diseases through a short application and straightforward benefit structure.

The product focused on four major health conditions—heart attack, stroke, cancer, and advanced Alzheimer’s disease—and promised a cash payout upon diagnosis. Most applicants would receive a decision after answering just five health questions.

At launch, criticalillness.com was available in eight states, with plans to expand throughout the year. The company framed it as a major step forward in making critical illness insurance more accessible and understandable to consumers.

However, based on our recent review, the site appears to be inactive or experiencing technical issues.

We’ve reached out to an Assurity representative via LinkedIn for a comment.