About Pendella
Financial protection for everyone.
Pendella is the life insurance technology company behind Penny, our AI advisor. We bring individual life and disability insurance to people where they already are — inside the benefits platforms they trust, and through the agents they call.
Our missionTo bring the financial protection of individual life and disability insurance to all people — regardless of age, health status, or income level — 100% online.
Our story
Breaking down barriers.
Coverage got hard to get.
Medical exams, weeks of paperwork, and a confusing menu of products made individual life insurance hard to offer and harder to buy. Millions of families went without.
A digital way back in.
Bob Gaydos founded Pendella to bring individual life insurance back to the people — using data, a fully digital application, and instant underwriting to remove the barriers.
Embedded where trust lives.
Brokers, PEOs, enrollment firms, employers, and agencies put Pendella in front of the people they serve — co-branded, with no added admin.
A MyPlanAdvocate company.
In 2026, Pendella became part of MyPlanAdvocate (MPA) — adding the reach of a larger organization to the same mission.
What we believe
The gap is an advice problem.
Advice beats more options.
The paradox of choice is real. People don’t need a longer menu — they need one clear recommendation they understand.
Instant underwriting is table stakes.
When a decision takes weeks, people walk away. Same-day decisions, 100% online.
Meet people where they are.
Coverage gets bought where trust already exists — the benefits platform people log into and the agent they’re already talking to.
Everyone deserves protection.
Ages 18 to 85, every health status, every income level. There’s a right product for every person.
What we built
One platform. Two ways to deliver it.
The same recommendation engine, the same top-rated carriers, and Penny, our AI advisor — in two purpose-built experiences.
For benefits platforms, PEOs & brokers
Penny for your members
Co-branded, employee-paid life and disability embedded in your member experience. Live in under a week.
Explore benefits platformsFor agencies & call centers
Penny for your agents
A quoter built for the phone, real-time AI coaching, and a product for every caller — with commissions that flow to your agency.
Explore agenciesLet’s close the protection gap together.
Together, we can bring important financial protection to all people and give the gift of financial security to future generations.