National Guardian Life to Acquire Digital Life Planning Firm

By Allison Bell

News January 25, 2021 at 11:52 AM

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A life insurer known for working to revive the stand-alone long-term care insurance (LTCI) market is now entering the life organization market.

National Guardian Life Insurance Company has acquired Everplans, a company that helps consumers store, organize and share important documents online, and helps users get started with estate planning.

National Guardian Life is a Madison, Wisconsin-based insurer that was founded in 1909. It has focused on selling life insurance, annuities and trusts used in funeral planning arrangements.

A few years ago it branched out by adding the Essential LTC family of long-term care insurance products.

In 2018, National Guardian Life teamed up with Ancestry to start We Remember — free, private website that the relatives and friends of someone who has died can use to gather memories in one place.

Everplans was founded in 2012 by Abby Schneiderman and Adam Seifer. It has support from Transamerica Ventures and RGAx, a Reinsurance Group of America affiliate.

The company's site offers estate planning worksheets, checklists and state-by-state guides, in addition to digital file cabinet services.

National Guardian Life says Everplans will continue to be a separate entity and will continue to operate as a wholly owned subsidiary of National Guardian Life.

— Read Stand-Alone Long-Term Care Insurance Issuer Expands Into California, on ThinkAdvisor.

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