Forbes acquires Jenny Life

Life insurance startup Jenny Life has reportedly been acquired by Forbes, according to its co-founders.

Founded in 2017, Jenny raised $3.8 million in its final funding round in 2021, bringing its total funding to $7.3 million. One investor is CMFG Ventures.

Jenny started out by offering term life insurance via CUNA Mutual, but it gradually added Assurity, Banner Life, Protective, and other insurers. According to former COO Lief Larson, it had over $300 million in active coverage.

Bottom Line: A direct-to-consumer business strategy where website users leave after fewer than 20 seconds, according to Similarweb.