TruStage

TruStage is the consumer brand most associated with the CUNA Mutual group and credit-union distribution. California regulator records identify CMFG Life Insurance Company (NAIC 62626) and show the company previously operated as "CUNA Mutual Insurance Society" before a 2012 name change.[1] A CUNA Mutual brochure explains that CUNA Mutual Group is the marketing name used for affiliated companies and brands, including the TruStage brand used with credit unions and their members.[2]

The credit-union channel shaped the product mix. Rather than relying solely on traditional brokerage, the organization built offerings designed to be embedded in member relationships - life insurance, annuities, and loan-related protection products that match everyday borrowing and saving needs.[2] This "embedded distribution" approach can also support persistency because coverage is offered through an institution members already trust.

Through regulatory change and economic cycles, the long-term opportunity has been the durability of the affinity model: distribution tied to trusted local financial institutions can reduce acquisition friction and improve retention. In a market where many carriers fight for attention with expensive advertising, TruStage's edge has been meeting consumers where they already manage money, turning "member benefit" positioning into a scalable growth strategy.[1][2] The group has also periodically refreshed branding to speak more directly to consumers while still relying on credit unions as the trusted point of introduction to coverage.

Sources: [1] https://interactive.web.insurance.ca.gov/companyprofile/companyprofile?doFunction=getCompanyProfile&event=companyProfile&naic=62626 ; [2] https://www.trustage.com/-/media/cunamutual/investments/annuities/public/mga-1626174_whois_cmg_brochure.pdf