UK-based insurtech Eleos Life has officially launched in the United States, introducing its digitally embedded term life and disability insurance products through strategic partnerships with mutual insurer Assurity and global reinsurer SCOR.
Now licensed in 41 states and the District of Columbia, Eleos Life plans to distribute its offerings through banks, credit unions, and fintech platforms. The move is aimed at closing the coverage gap in the U.S. market, where a large portion of consumers remain underinsured.
Recent data highlights this need: fewer than 30% of Americans have individual term life insurance, and only around 18% hold individual disability insurance policies. Coverage through employers or state programs is often limited and typically non-transferable when individuals change jobs.
Eleos Life’s products are designed to integrate seamlessly into digital ecosystems using APIs. This allows distribution partners to embed insurance offerings directly into existing user journeys. According to the company, integration can be completed in under a week, with centralized regulatory compliance handling. Customers can apply for and manage policies entirely online.
The U.S. disability insurance market is valued at approximately $127 billion and is projected to grow at a compound annual growth rate of nearly 12%. The total addressable market includes roughly 161 million employed individuals. Meanwhile, the individual term life market is estimated at $15 billion, covering about 65 million households with a primary income earner.
Beyond core insurance coverage, Eleos Life policies also provide access to remote primary care and mental health counseling—value-added services included at no additional cost.
This U.S. launch aligns with a broader trend of UK-based insurtechs expanding internationally. Companies such as Zego, ManyPets, and YuLife have similarly entered the American market, leveraging digital platforms to deliver streamlined, customer-centric insurance products.
As embedded insurance continues to gain traction worldwide, Eleos Life joins a growing cohort of startups using technology and partnerships to scale in underserved markets and reshape how consumers access protection.
