Ameritas Life

Ameritas traces its roots to Lincoln, Nebraska, and dates its beginnings to 1887, according to its corporate history materials.[1] That long horizon shaped a culture built around long-duration promises and steady growth through agency distribution, especially in the Midwest.

A key modern milestone was Ameritas' combination with Union Central Life Insurance Company, which created a broader group with complementary strengths and expanded geographic reach.[1][2] Consolidation of that kind is common in life insurance because scale helps absorb technology costs, diversify mortality and lapse risk, and support compliance requirements that have grown steadily since the 2000s.

Ameritas has also built a recognizable position in employee benefits, particularly dental and vision, alongside life and disability protection.[1] That mix matters because benefits products can create persistent premium flows and frequent touchpoints with members, while life insurance remains a long-term commitment centered on trust. Marketing has tended to emphasize stability, service, and advisor support rather than splashy consumer campaigns.

Through recessions and interest-rate swings, Ameritas' opportunity has been to offer protection products that feel essential, while keeping pricing and reserving conservative enough to protect policyholders for decades.

Sources: [1] Ameritas - Our story / history: https://www.ameritas.com/about/our-story/. [2] Wikipedia - Union Central Life Insurance Company (context on combination with Ameritas): https://en.wikipedia.org/wiki/Union_Central_Life_Insurance_Company.