Independent Insurance Advisory
Coverage, designed with strategy.
SureLI designs life, disability, and long term care coverage for individuals and business owners, and partners with the financial planners, CPAs, and attorneys who advise them. Independent, strategy-led, and built around what your coverage is meant to do.
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who we work with
Strategy for every side of the table.
our clients – individuals
Individuals & families
Coverage right-sized to your wealth and your timeline, designed with strategy rather than guesswork.
our clients – business
Business Owner
Coverage built into your ownership and tax strategy, coordinated with your retirement plan.
Our Partners
Built to work alongside you.
You keep the relationship. We bring the strategy, the design, and the placement.
A conflict-free insurance design partner for fee-only and fee-based planners.
Coverage and plan design that fits the tax strategy you built for clients.
Coverage that funds the estate plans, trusts, and buy-sell agreements you draft.
Advanced-case design and underwriting support for your own clients.
Our Services
Three lines of protection, one strategy.
Every placement is shopped independently and designed by a Coverage Designer.
Term and permanent coverage, laddered and structured to your goals
Income protection that keeps your strategy intact if you cannot work.
Funding strategies that protect your assets and your family later in life.
The SureLI Framework
Four steps, revisited for life.
Every placement follows the same disciplined process, from the first review through ongoing check-ins.
01
Review
We start with your position, your goals, and what the coverage is meant to do.
02
Design
A Coverage Designer builds the strategy and shops carriers independently.
03
Place
Apply and accept electronically, with underwriting strategy applied throughout.
04
Review again
We revisit the coverage as your wealth, business, and needs evolve.
How strategies get implemented
A strategy is only as good as its execution.
SureLI designs the coverage, then coordinates the right specialists to put it in place.
Retirement plan specialists
Split-funded defined benefit and advanced plan design, coordinated with our affiliate, Life, Inc.
Tax & Estate Attorneys
Structure and documentation for advanced ownership, charitable and estate strategies.
CPAs & Accountants
Plan design and contribution-capacity coordination with your books.
R&D tax credit specialists
Identifying and capturing credits that free up capital for strategy.
Cost segregation
Accelerated depreciation on real estate to support broader planning.
Captive Insurance
Specialist partners for owners exploring captive structures.
Frequently asked questions
Questions about SureLI, answered.
Straight answers to the questions we hear most often.
What is SureLI?
SureLI is an independent insurance advisory firm. Our Coverage Designers design and place life insurance, disability insurance, and long term care coverage for individuals, families, and business owners, and partner with the financial planners, CPAs, and attorneys who advise them.
What does independent insurance advisory mean?
We are not tied to one insurance company. We compare carriers on every case, so the recommendation is based on the design and pricing that fit you, not on which company we represent.
What is a Coverage Designer?
A Coverage Designer is the SureLI specialist who builds your strategy: what the coverage needs to do, how it should be structured and owned, and which carriers are likely to offer the best terms for your health and finances.
What types of insurance does SureLI offer?
Term life insurance, permanent life insurance including whole life and indexed universal life (IUL), individual disability insurance, and hybrid and traditional long term care insurance, plus business strategies such as buy-sell funding, key person coverage, and executive benefits.
Can I work with SureLI through my financial planner, CPA, or attorney?
Yes. Many clients come to us through their advisors. We coordinate with them throughout, so the coverage fits the plan they have already built.
How do I get started?
Book a consultation with a Coverage Designer. We will talk through your situation, what you want the coverage to do, and whether SureLI is the right fit, with no obligation.
Start with a conversation.
No pressure, no overspending. Just a clear look at what your coverage should do.