Fidelity Life Association · Est. 1896

Who we Are

Innovation is our policy®

Since our founding in 1896, Fidelity Life’s been creating life insurance policies that meet the needs of everyday people. We’re continually applying new technologies and processes to make it easier, faster, and more affordable for today’s families to get the coverage they need.

2006

One of the earliest companies to deploy automated underwriting engines

2007

First company to do e-signature

2007

First company to develop and achieve state approval of a “dynamic application”

2009

Among the earliest companies to go paperless in application

2011

Received method patent for RAPIDecision^® Life term product

2011

Secured patent for LifeTime Benefit Term product

2015

First company to conclusively use predictive analytics at the point-of-sale, enabling some term insurance consumers to bypass a medical exam

2018

First carrier with real time, automated event processing notification for agents and staff that’s connected to key support systems–including underwriting and new business

2020

Launched a digital platform for consumers interested in buying term insurance completely online

2021

Among the first to offer Accidental Death Benefit policies for online purchase

2021

Launched new-to-world RAPIDecision Life One^SM 1-year term product

Fidelity Life, an iA Financial Group Company

We are proud to be a part of iA Financial Group, a company with over 130 years of experience in the insurance and wealth management sectors. iA Financial Group has earned a reputation for trustworthiness among its clients, consistently adapting its practices and product offerings to meet the evolving needs of the market. Founded in 1892, iA’s mission is to ensure the financial well-being of its clients by offering them personal insurance coverage and investment solutions to help them achieve their personal goals.

Our vision and mission are the reason we get up in the morning. Our values are how we actually behave — with customers, with each other, and with the communities we work in. These aren’t talking points for ads. They’re the filter every decision runs through.

Company Vision

We help everyday Americans achieve greater financial security.

Company Mission

We make life insurance more accessible and affordable for everyday Americans.

Our Values

Value 01

We put people first

Because we recognize that our business begins and ends with people.

Value 02

We operate with excellence

Because we act with integrity and hold ourselves to high standards.

Value 03

We are passionate team players

Because we seek to energize, engage, and inspire others.

Value 04

We make a positive difference

Because we seek to make life better for our customers, their beneficiaries, and the community.

Now and in the future, Fidelity Life remains committed to the same enduring mission — providing Americans with reliable life insurance solutions that protect what matters most.

We’ll continue to grow by delivering real value to our policyholders, our partners, and the communities we serve.

Brand Positioning

Our positioning is the one true thing we want every customer, competitor, and collaborator to know about us. It isn’t a tagline — it’s the filter everything else runs through. If it doesn’t fit here, it probably isn’t us.

Making Life Better

The trusted American life insurance institution — fast, accessible, and built for real families since 1896. The only brand combining 130 years of institutional credibility, same-day RAPIDecision® approval, and genuine accessibility for every age, health history, and income level.

Official Name

Our name is one of the most powerful elements of our brand. Used consistently — in every context, formal or informal — it builds recognition and reinforces the trust we’ve worked to earn. Whether it appears in a contract, an email, or a conversation, Fidelity Life should always feel familiar, credible, and unmistakably ours.

Context	Usage	Notes
Legal Name	Fidelity Life Association	Legal full name
Primary Reference	Fidelity Life	Name most often utilized
Internal only	FLA	Never in external materials
Never use	Fidelity (alone)	Causes confusion with other brands

Brand Personality

Our brand personality is expressed through five core traits that shape every interaction, every message, and every experience we create. They are the character behind the brand — use them as your filter before anything goes out the door.