TruStage Defies Market Headwinds with $6.1 Billion Revenue in 2025

MADISON, WI – March 26, 2026 – TruStage has announced a year of robust financial performance for 2025, reporting over $6.1 billion in revenue and $312 million in net income. The Madison-based insurance and financial services provider achieved these results while navigating a landscape marked by significant economic headwinds, including persistent inflation and market volatility.

The company's performance, which also saw it pay out over $2.6 billion in benefits to its 42 million consumers, was underscored by affirmations of its high financial strength ratings from major agencies. This combination of strong earnings and unwavering stability highlights a successful strategy in a year that challenged many in the financial sector.

“Despite inflationary pressures, market swings, and unpredictability, TruStage achieved strong results in 2025 and delivered on our promises to middle market consumers and partners,” said Terrance Williams, President and CEO of TruStage, in a statement. “The ‘people helping people’ principle that has anchored us since 1935 remains our compass for the path forward, and I am incredibly confident in our future.”

Navigating a Turbulent Economic Climate

TruStage's 2025 success did not occur in a vacuum. The year was characterized by what industry analysts describe as a challenging environment. Economic reports from the period pointed to lingering inflation, which remained above target levels, and a higher interest rate environment that impacted both consumers and businesses. The credit union sector, a core market for TruStage, experienced its own pressures, with loan delinquency rates rising to 0.94% by the third quarter of 2025 and an accelerated pace of industry consolidation.

Against this backdrop, TruStage's financial discipline and resilience become more pronounced. The company’s financial health was validated by top rating agencies. In late 2025 and early 2026, its operating subsidiaries maintained an 'A' from AM Best, an 'A+' from S&P Global Ratings, and an 'A2' from Moody’s Investors Service, all with stable outlooks. These ratings, which are among the highest tiers awarded by the agencies, signal a strong capacity to meet ongoing insurance policy and contract obligations—a crucial indicator for consumers and partners.

While the press release noted $36.1 billion in assets under management, a closer look at consolidated financial statements from late 2025 reveals the company's total asset base was even larger, approaching $49.7 billion. This distinction underscores the significant scale of the organization's financial footprint and its capacity to weather economic storms.

Strategic Growth in Core Markets

A key driver of TruStage’s strong performance was its significant expansion in the U.S. life insurance market. The company announced it became the nation's fourth-largest provider of life insurance sales by policy count in 2025. This marks a notable climb from its position as the fifth-largest provider in 2024, indicating successful market share capture in a competitive sector. This ranking, based on the number of policies sold rather than premium volume, suggests a deep penetration into its target middle-market consumer base.

The growth is not just about sales figures. The company's focus on its customers was demonstrated by the over $2.6 billion in total benefits paid out during the year, a tangible delivery on its core promise of financial protection. This commitment to policyholders was further recognized by external bodies; for the seventh consecutive year, TruStage was named one of Barron's 100 Best Annuities, and for the fourth year in a row, it earned a spot on the Forbes America’s Best Insurance Companies list, an accolade based directly on customer satisfaction and loyalty surveys.

Investing in the Future: Fintech and Innovation

Beyond its traditional insurance offerings, TruStage has solidified its position as a forward-looking leader through strategic investments in financial technology. TruStage Ventures, the company's venture capital arm, has become a significant force in advancing the credit union fintech ecosystem.

By the end of 2025, the venture arm had amassed a portfolio of 67 companies, fueled by over $400 million in total investment. This initiative is more than just a financial play; it represents a strategic effort to equip credit unions with the innovative tools needed to compete in a rapidly evolving digital landscape. Since 2016, these investments have facilitated over 1,800 partnerships between credit unions and portfolio companies, directly contributing to the technological modernization of a sector dedicated to serving Main Street consumers.

This focus on technology is aimed at enhancing accessibility and service for the middle market, ensuring that credit unions can offer their members cutting-edge solutions that grow their bottom line and improve the member experience. By pioneering the future of fintech for this crucial segment, TruStage is actively shaping the next generation of financial services.

A 'People Helping People' Philosophy in Action

TruStage’s 2025 results demonstrate that its founding philosophy of "people helping people" is a powerful engine for both business success and community betterment. The company’s commitment to corporate social responsibility was evident in the substantial growth of its philanthropic efforts.

The TruStage Foundation invested a record $3.9 million across more than 100 non-profit organizations in 2025, an increase from the $3.5 million donated in 2024. Significantly, 59 of these organizations were first-time recipients, indicating an expanding reach of the foundation's support for communities focused on economic mobility.

Employee engagement also reached new heights. The company’s Community Giving Campaign mobilized its workforce to register 8,600 volunteer hours and raise a combined total of $640,000 for various non-profits. This represents a substantial increase over the 8,300 hours and nearly $539,000 raised in the prior year. Furthermore, the company's long-term support for the credit union community in times of crisis was highlighted by its cumulative contributions of over $750,000 to CUAid relief efforts since 2016.

These tangible contributions reinforce the narrative that TruStage's mission extends beyond its balance sheet, integrating social impact directly into its corporate identity and operations. The company's performance in 2025 serves as a compelling case study in how a mission-driven approach can foster financial resilience, strategic growth, and meaningful community impact simultaneously.