Assurity Life

Assurity Life Insurance Company is a relatively young brand built from older Lincoln, Nebraska insurance roots. In 2007, the company was formed through the merger of Woodmen Accident and Life Company and Security Financial Life Insurance Company, according to an AM Best credit report.[2] The combined organization operated under the Assurity name, bringing together complementary blocks and distribution capabilities.

Assurity's strategy has centered on protection for individuals and families, including life insurance and related products distributed through independent agents and service channels.[1] The merger-era opportunity was scale: shared systems, broader product breadth, and a larger risk pool. The challenge was integration, because life insurance books are sensitive to how well underwriting, reserving, and servicing practices align.

Over time, the company has highlighted protection niches that fit advisor and workplace distribution, which can include life coverage, disability-related solutions, and supplemental benefits.[1] Assurity also describes its structure and mission in mutual terms, emphasizing long-term policyholder commitments over short-term volatility.[1] Through recessions and low-rate periods, the task remains the same: keep pricing and capital conservative while keeping products simple enough to be trusted and understood.

Assurity Life

• • Company Name: Assurity Life Insurance Company
  • Parent Organization: Assurity Group, Inc. (Mutual Holding Company)
  • Headquarters: Lincoln, Nebraska
  • Founding Date: 1890 (as Modern Woodmen Accident Association); Rebranded as Assurity in 2007.
  • Primary Focus: Disability Income, Critical Illness, Term/Whole/Universal Life, and Worksite Benefits.
  • Distribution Model: Independent Brokers, General Agencies, and Worksite/Voluntary Benefits Brokers.
  • Financial Strength: Rated A- (Excellent) by AM Best.
    • Source: AM Best Rating Commentary (Affirmed 2025)
  10 Key Highlights
  1. The "B Corp" Distinction: Assurity is a Certified B Corporation, making it one of the only major life insurance carriers to hold this certification. This means they are legally required to balance profit with purpose, meeting high standards of social and environmental performance.
  2. Mutual Structure: It is a mutual organization, meaning it is owned by its policyholders, not Wall Street shareholders. This allows them to focus on long-term stability rather than quarterly stock earnings.
  3. Woodmen Heritage: The company was formed through the merger of three Lincoln-based insurers, most notably Woodmen Accident and Life Company. Users with old "Woodmen Accident" policies are now Assurity customers.
  4. Disability Income Specialist: Assurity is widely recognized as a "go-to" carrier for Disability Income (DI) insurance for middle-income occupations (e.g., truck drivers, electricians, nurses) that other carriers often decline or overcharge.
  5. Critical Illness Pioneer: They were one of the first U.S. carriers to introduce Critical Illness Insurance and remain a market leader in this space, offering standalone policies that pay a lump sum upon diagnosis of cancer, heart attack, or stroke.
  6. "Worksite" Niche: A significant portion of their business is "Voluntary Benefits" sold at the workplace. If a user sees a deduction on their paycheck for "Assurity," it is likely a short-term disability or accident policy.
  7. LEED Gold HQ: Their headquarters in Lincoln, Nebraska, is an award-winning LEED Gold certified building, reflecting their "B Corp" commitment to sustainability.
  8. No-Exam Sweet Spot: They are known for their "Accelerated Underwriting" processes, allowing many applicants to get life and disability coverage without a medical exam (up to certain limits).
  9. Three-way Merger (2007): The modern "Assurity" was born from the simultaneous merger of Woodmen Accident and Life, Security Financial Life, and Lincoln Direct Life.
  10. Not "Assurant": Users often confuse Assurity (Nebraska mutual) with Assurant (publicly traded specialty insurer). They are completely unrelated companies.
  Corporate History1890–2005: The Woodmen Accident EraThe company traces its roots to 1890 with the founding of Modern Woodmen Accident Association (later Woodmen Accident and Life). For over a century, it was a staple of the Nebraska insurance scene.
  • Confusion Alert: It shares a similar name origin with "Woodmen of the World" (WoodmenLife) because both were originally fraternal organizations rooted in the same 19th-century movement, but they evolved into separate corporate entities.
  2007: The Creation of AssurityTo gain scale and modernize, three separate Lincoln-based mutual companies decided to merge.
  • The Merger: Woodmen Accident and Life, Security Financial Life, and Lincoln Direct Life merged into a single entity.
  • The Brand: They chose the name Assurity to signal security and assurance.
  2015: The B Corp CertificationIn a move to differentiate itself from the "corporate" insurance world, Assurity became a Certified B Corp, joining companies like Patagonia and Ben & Jerry's. This underscores their mutual (member-owned) philosophy.Corporate Owner: Assurity Group (Mutual).
• Home Office: 2000 Q Street, Lincoln, NE 68503
• Early History: Formed 2007 from the merger of three Lincoln-based carriers: Woodmen Accident & Life (1890), Security Financial (1895), and Lincoln Direct (1896).
• Source: Assurity About Us

Sources: [1] Assurity - About Us / Company overview: https://www.assurity.com/about/. [2] AM Best report referenced by Assurity - merger context for Assurity formation (2007): https://www.assurity.com/-/media/Files/assurity/AMBestReport.pdf.