“Our vision we had when founding, is that a dislocation exists in the consumer demand for life, but yet they don’t go purchase it,” said O’Banion. “That metric of being first-time purchasers is something we track closely and is indicative of us finding new distribution channels to sell into new cohorts.”

https://news.crunchbase.com/news/bestow-lands-70m-series-c-to-expand-life-insurance-product/?utm_content=intro&utm_term=content