Vericity Inc 's

The life insurance industry is competitive, with factors such as financial strength, premiums, policy terms, services, reputation, financial ratings, and insurer experience influencing market position. The non-medically underwritten segment experiences significant competition, including new entrants leveraging predictive analytics and aggressive pricing strategies. Fidelity Life competes with larger companies that have greater resources but seeks to maintain advantages through innovative products, proprietary technology, and controlled distribution via its subsidiary, Efinancial. Efinancial's competitors include SelectQuote and AIG Direct, particularly in areas such as agent recruitment and direct distribution call centers.