The company has officially launched in its first market and is aiming to close the $20tn life insurance coverage gap between what consumers need and what they’re actually paying to receive.
Upstarts like Ladder aren’t the only ones to recognize this. MassMutual, an insurance giant, has actually set up its own upstart life insurance subsidiary — Haven Life. Currently pitching policies in 43 states, Haven Life’s taking a similar approach to woo customers who will — at some point — die. And when they die they will probably leave loved ones behind who could probably benefit from some sort of insurance policy.