Why we exist

The life insurance gap isn’t a product problem. It’s an advice problem.

Pendella puts an AI advisor and instant underwriting where people already are — inside the benefits platforms they trust, and in the hands of the agents they call.

Chart: what a worksite employee has from group life plus voluntary coverage ($300,000) versus what their family needs ($1,000,000) — a $700,000 gap that Pendella closes.

The gap

Only half of U.S. adults own life insurance — and more than 100 million Americans acknowledge a coverage gap.

Why it persists

Good advice has been reserved for the few. Everyone else gets a confusing menu of choices — and walks away.

How we close it

An AI advisor, one clear recommendation, and a same-day decision — delivered by the platforms and agents people already trust.

Choose your path

How do you reach the people who need coverage?

One platform, one recommendation engine, two purpose-built experiences.

I run a benefits platform, PEO, or brokerage

Embed Penny, our AI advisor, in your member experience.

Co-branded, employee-paid life and disability. Every member gets personal advice and coverage in under 10 minutes — no RFPs, payroll deductions, or admin.

<10 minAdvice to coverage

<1 weekTo go live

Enter the embedded platform

I run an agency or call center

Arm every agent with Penny, our AI advisor.

Add life insurance to your Medicare and ACA book. A product for every caller, a quoter built for the phone, and commissions that flow to your agency.

18–85Every caller covered

365Selling days a year

Enter the agent platform

Curious what members actually experience? Talk to Penny, the live consumer advisor ↗

$10MMax coverage

9Top-rated carriers

Same-dayUnderwriting decisions

100%Online experience

Coverage-gap data: LIMRA and Life Happens, Insurance Barometer Study.