TruStage Financial Group, Inc.

TruStage Financial Group, Inc., operating under the marketing name TruStage, is a mutual insurance and financial services company headquartered in Madison, Wisconsin. Founded in 1935, the company's core mission is to build a more inclusive financial industry by empowering businesses, customers, and communities. It aims to help individuals and organizations confidently make financial decisions, rooted in a philosophy of "people helping people."

TruStage offers a comprehensive suite of insurance and financial solutions, primarily serving credit unions, their members, small businesses, and middle-market consumers. Its product portfolio includes life insurance, accidental death & dismemberment (AD&D) insurance, auto and home insurance (often in partnership with other leading insurers), annuities, retirement plans, investment solutions, lending protection products, wealth management, and compliance solutions.

Led by President and CEO Terrance Williams, TruStage reported strong financial performance in 2025, with over $6.1 billion in revenue, $312 million in net income, and $36.1 billion in assets under management. The company paid more than $2.6 billion in total benefits, serving 42 million consumers, and became the fourth-largest provider of life insurance sales in the U.S. by policy count. Recent initiatives include the launch of new Registered Index-Linked Annuities in 2025 and the introduction of the "Payment Guard Advantage" payment protection product in March 2026. TruStage was also recognized on Forbes' 2026 list of America's Best Insurance Companies.