At Ethos, we’re in the business of helping families find life insurance with less hassle. Our online application and advanced algorithmic underwriting technology have revolutionized the industry. Today, we can approve about 95% of people, instantly.
As an agent working with Ethos, you play an important role in helping more people discover Ethos—and the peace of mind provided by life insurance. Use this toolkit to communicate clearly and consistently about Ethos. In turn, you’ll attract new brand followers for yourself. Leverage these top performing assets to educate your consumers about life insurance and help them purchase the right policy for them.
This toolkit includes source files for a full suite of co-marketing assets, which you can customize (where indicated) to incorporate your brand.
This toolkit includes complete copy for all enclosed marketing assets. Please refrain from modifying copy supplied by Ethos, which has been thoroughly vetted for legal compliance.
However, if you encounter a situation where you need to write new copy for a co-branded piece, please use the copy blocks provided on page 19 as a starting point, and follow these basic guidelines.
The complete Ethos copy style guide is also available upon request.
When writing messages on behalf of your own brand, it’s acceptable to use your established voice and tone.
The basics
- Use the serial (or Oxford) commas
- Leave periods off headlines and subheads, unless they have other punctuation, like commas.
- Write headlines in sentence case.
- Use periods at the end of bulleted statements if they’re full sentences. Inversely, leave periods off of incomplete sentences in a bulleted list.
- Generally, avoid exclamation points.
- Feel free to use contractions—they’re great.
- Write URLs in all lowercase letters. Leave off prefixes like “www.”
Our name
For legal purposes, our name must be consistent in marketing materials. These names are always okay:
- Ethos Technologies Inc.
- ethoslife.com
- Ethos
While our URL is ethoslife.com, Ethos Life isn’t an acceptable form of our name.
Ethos is happy to coordinate joint public relations efforts but requires approval from our internal team to do so. Please follow the guidelines in this Q&A.
What does Ethos’ PR team need to review before publishing?
Any external material that mentions Ethos needs approval from the company’s communications and legal teams. This includes press releases, media pitches, blog posts, white papers, use of Ethos’ logo, and other marketing materials like case studies.
How should agents seek approval of external material that mentions Ethos?
Send all PR requests to Allyson Savage at allyson.savage@getethos.com. We will determine participation based on a number of factors such as newsworthiness, other upcoming events, and whether or not the material supports Ethos’ messaging.
Life insurance is a heavily regulated industry. Sharing marketing assets that don’t pass compliance muster can result in serious consequences.
First and foremost, it's important that marketing material accurately reflects the scope of the sender's selling authority. We’ve created the marketing materials in this kit for senders who aren’t licensed to sell life insurance. These materials enable you to share the Ethos life insurance opportunity with your customers in a compliant way. Both licensed and unlicensed individuals may use these.
Selling, soliciting, or negotiating life insurance should be done by licensed life agents only. These agents are expected to act within the scope of their license. Marketing materials developed for licensed agents can only be distributed by them.