Ethos Life acquires Tomorrow
Ethos Life has acquired Tomorrow Ideas, which allows consumers to create legal wills and trusts free of charge.
Founded in 2016, the Seattle-based startup has raised ~$22 million from IA Capital, NFP Ventures, Allianz, and others. According to Tomorrow, over 600,000 users created wills using its platform.
In 2020, Tomorrow became Bestow’s first API partner, integrating term life insurance into the app. Prior to that, Tomorrow partnered with Ladder Insurance. Ethos will begin offering policies through the Tomorrow app by mid-2022.
“Ethos has created the best life insurance purchase process to exist, but no existing life insurer has a worthy customer experience after the policy is purchased. Now, Ethos will deliver our policyholders easy access to these important financial planning tools. Tomorrow’s goal of creating a fast, easy, and transparent way for people to secure their financial future and protect their families is directly in line with Ethos’ goal of protecting the next million families. We were impressed by the team’s customer focus and product platform – having digitized a traditionally slow, paper process – and we’re excited to have the Tomorrow team join us.” – Peter Colis, co-founder and CEO of Ethos.
“Tomorrow and Ethos share the belief that bringing financial freedom to everyone requires reimagining the business models and the tech stack that will make change possible. Everyone deserves a simple and effective way to protect their family, and our shared vision made this a natural fit. Together we’ll be able to help millions of families plan for a secure future, and have a meaningful impact in the world.” – Dave Hanley, CEO of Tomorrow.