Sureify Expands Life & Annuity New Business with LifetimeACQUIRE, Connecting Quote to Book with Headless Architecture
New capabilities give carriers and distributors flexibility to shape the evolving digital acquisition experience around their own distribution models, meeting the ecosystem wherever they may be.
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SAN JOSE, Calif., — Sureify, a leading technology platform for the life and annuity industry, today announced a major expansion of its platform, extending its digital new business capabilities upstream into the selling process. LifetimeACQUIRE™, Sureify’s new business product, now connects the journey from product discovery through policy issuance with a headless architecture. This enables carriers and distributors to deliver a consistent buying experience across the digital channels and interfaces that best fit their business.
For producers, selling a life or annuity product can mean moving across multiple systems to understand client needs, finding the right product, generating a quote or illustration, completing an application and tracking the case through underwriting, suitability, funding and delivery. Each handoff creates friction, slows time-to-issue, and increases the risk of NIGO applications, making it harder for producers to keep business moving and customers engaged.
Sureify’s platform addresses these challenges without requiring carriers and distributors to replace existing technology. LifetimeACQUIRE connects the systems and workflows to bring more of the new business journey together, helping the industry modernize without disrupting the investments already in place.
As part of today’s announcement, Sureify is expanding LifetimeACQUIRE with new capabilities across the journey:
- Pre-application: Producers can run a guided needs analysis, generate quick or full quotes, compare products side by side, and move a saved quote directly into the right application, pre-filled and ready to go.
- Headless order entry: Carriers and distributors can accept new business submissions directly through APIs, allowing producers to work within the digital experiences and distribution channels they already use without requiring them to adopt another order-entry system. Application data is automatically validated upfront, helping teams catch issues before underwriting, reduce rework and keep more applications moving forward.
- Flexible, composable architecture: Carriers and distributors can use Sureify's full suite of producer and policyholder self-serve experiences, or build their own headless integrations to fit their unique distribution and technology needs.
- AI-ready workflows: AI helps producers and carrier teams surface information, make decisions, take action and keep applications moving.
“Carriers and distributors have invested heavily in the technology that runs their businesses,”
said Dustin Yoder, CEO, Sureify
“The next generation of innovation shouldn’t require them to replace what already works. It should connect the systems they have, remove friction from the new business journey, and give agents and policyholders a better experience.”
That same approach extends to AI
“AI shouldn’t be a separate destination bolted onto the process, it should live inside the workflows where the work already happens, powered by the data and intelligence Sureify has built over more than a decade serving the life and annuity industry,”
said Ben Brantley, CTO, Sureify
“We’ve embedded AI directly into the platform so it can help agents and carrier teams make decisions, take action and keep business moving.”
For the industry, the result is a more connected new business experience that can reduce NIGO applications, shorten time-to-issue, improve producer productivity, and extend the value of existing technology investments. Sureify customers have seen improved placement rates, driven by a more intuitive experience and greater efficiency across workflows.
Sureify will unveil these new capabilities at the 2026 Sureify Life & Annuity Summit, sureify.com/summit2026, on Sept. 29 from 1 to 5 p.m. PT at Mandalay Bay in Las Vegas, ahead of ITC Vegas.
Sureify has been at the forefront of digital transformation in life and annuity since 2012. Years of experience building digital experiences within the industry’s complex ecosystem have refined our purpose: to solve the data and workflow challenges that hinder modernization. We believe that by creating a truly harmonious system environment, carriers can effectively address today’s most significant business challenges and accelerate their path toward future innovation. To learn more about Sureify, please visit sureify.com.
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