Life Insurance Reimagined: Tech Meets Compassion in Bereavement Care

NEW YORK, NY – January 28, 2026 – In a move that signals a significant evolution in the life insurance industry, financial services giant Transamerica has announced a major strategic collaboration with Empathy, a technology firm specializing in support for bereaved families. The partnership will provide millions of Transamerica policyholders and their beneficiaries with access to Empathy's comprehensive digital platforms, designed to ease the immense logistical and emotional burdens that accompany the loss of a loved one.

This collaboration moves beyond the traditional role of an insurer as a simple payer of claims, integrating technology-driven, human-centered care into the core of its services. Eligible Transamerica customers will now have access to Empathy Loss Support, a platform for post-loss guidance, and Empathy LifeVault, a tool for digital estate planning, marking a pivotal step towards a more holistic model of family support.

Beyond the Claim Check: A New Standard for Support

The partnership arrives as the insurance industry grapples with a growing demand for services that address the full spectrum of challenges families face after a death. The financial payout from a life insurance policy, while critical, is often just the first step in a long and arduous journey. Recent industry research, including Empathy’s own “Cost of Dying Report,” reveals that families can spend over 500 hours on administrative tasks following a loss, with related expenses averaging more than $12,000. These tasks include everything from planning a funeral and closing bank accounts to navigating the complexities of probate court.

“We are honored to work with Transamerica, a company whose scale, reach, and commitment to serving diverse communities aligns so deeply with our mission,” said Ron Gura, Co-Founder & CEO of Empathy. “Together, we’re ensuring that support for families goes far beyond a claim check, beginning with thoughtful preparation and continuing with compassionate guidance through every step after a loss.”

This sentiment reflects a broader industry shift from a transactional model to a relational one. By providing tools to manage grief and logistics, insurers aim to build deeper, more meaningful relationships with their clients. Andrew DeMarco, Head of Life Solutions at Transamerica, framed the collaboration as a direct extension of the company's core mission.

“By enhancing our Concierge Planning Rider through our new collaboration with Empathy, we’re extending that commitment into life’s most meaningful moments—providing compassionate guidance, practical tools, and emotional support when families need it most,” DeMarco stated.

From Concierge to Comprehensive Care

The collaboration represents a significant upgrade to Transamerica's existing offerings. Previously, the company’s Concierge Planning Rider was provided through a third-party service, Everest Funeral Package, LLC. While valuable, its scope was primarily limited to funeral planning assistance and negotiation, alongside basic online tools for document creation and storage.

The integration of Empathy’s platforms dramatically expands this support system. Empathy LifeVault allows policyholders to proactively organize their lives and prepare their estates long before a claim is filed. The digital platform provides a secure space to store essential documents, draft important directives, and share critical information with loved ones, simplifying future estate settlement.

Following a loss, beneficiaries gain access to Empathy Loss Support. This comprehensive platform combines technology with a human touch, offering a dedicated Care Team to guide families through every task. It provides step-by-step assistance with funeral arrangements, claiming benefits, managing and closing accounts, and navigating the probate process. Crucially, the platform also offers emotional support resources, including grief counseling, articles, and meditation tools, acknowledging that logistical and emotional challenges are deeply intertwined.

Empathy's Calculated Ascent in Insurtech

This landmark partnership with Transamerica is a testament to Empathy's rapid and strategic growth within the competitive insurtech landscape. While other platforms like Bereave, Everplans, and Lantern offer services in the end-of-life and bereavement space, Empathy has distinguished itself through its highly effective B2B partnership model.

Backed by $162 million in funding from top-tier venture firms including Index Ventures and General Catalyst, Empathy has successfully embedded its services with the industry's largest players. The company now serves over 45 million families through collaborations with eight of the top ten U.S. life insurance carriers, including names like MetLife and Principal Financial. This strategy has allowed Empathy to achieve massive scale, handling one in every five life insurance claims in the U.S. beyond the initial payout.

By partnering directly with insurers and large employers, Empathy has created a powerful distribution channel that brings its services to millions who might not otherwise seek them out, cementing its position as a critical infrastructure provider for the modern insurance ecosystem.

Leadership and Distribution as a Growth Engine

Underscoring its commitment to deep industry integration, Empathy has also announced the strategic appointment of Seth Miller as its new Chief Distribution Officer. Miller’s background makes him uniquely suited for the role, bringing over two decades of leadership experience from within the insurance world, including at Transamerica itself and its affiliate, World Financial Group (WFG).

His hiring is a clear signal of Empathy’s intent to strengthen its relationships with the agents and financial advisors who form the backbone of the insurance industry. Miller’s expertise will be crucial in overseeing Empathy's expansion into new channels and ensuring a smooth rollout of the Transamerica collaboration. His deep understanding of the distribution landscape will help bridge the gap between Empathy’s innovative technology and the traditional, relationship-driven world of financial advice.

This fusion of finance and compassionate technology represents a new frontier for customer care. As legacy institutions and agile tech firms continue to find common ground, the ultimate beneficiaries are the families navigating life's most challenging moments, who are now better equipped with the tools and support they need to find a path forward.