Foundation
Why Product Knowledge Matters
The right product matched to the right person changes everything. Your job is to listen, identify the need, and guide them to the right fit.
5
Products in Your Toolkit
$3M
Max Coverage Available
💡 Never lead with the product name — lead with the problem it solves. Listen first, recommend second. The right product will become obvious.
What It Is
Permanent life insurance with cash value growth tied to market index performance
| Coverage | Up to $2 million, permanent (lifetime) |
| Carrier | North American (A+ rated by A.M. Best) |
| Cash Value | Grows based on market index — floor protects against loss, cap limits gains |
| Index Options | 9 different index selections available |
| Loans | Net-zero cost loans plus interest and loan bonuses |
| Application | Instant decision, no medical exam required |
Who It Helps
The Wealth Builder
- High earners who want death benefit protection AND tax-advantaged cash value growth
- People who have maxed out 401(k)s and IRAs and want another wealth-building vehicle
- Business owners looking for key-person coverage with long-term value accumulation
Key Differentiator
“Accumulation” means this IUL is designed to maximize cash value growth, not just provide a death benefit. The 9 index options, loan bonuses, and net-zero cost loans set it apart from competitors.
Training Script — Casual Conversation
At a Backyard BBQ…
🎬 Imagine you’re at a backyard BBQ
“Hey, so you know how you put money in your 401(k) and it grows based on the stock market? Imagine if you could do something similar, but it also came with a life insurance policy attached. That’s basically what an Accumulation IUL is.
Your money grows based on how the market performs — like the S&P 500 — but here’s the cool part: if the market goes down, you don’t lose anything. There’s a floor that protects you. And when you need money later, you can borrow from it without owing taxes on it.
Plus, through Ethos, there’s no medical exam. You can get up to $2 million in coverage and get approved the same day. It’s for people who want their life insurance to actually work for them financially — not just sit there.”
Key TakeawayLead with “your money grows AND your family is protected” — it’s insurance that builds wealth.
What It Is
Ethos Term — Choice with Living Benefits, issued by Ameritas (A+ rated)
| Coverage | Up to $1 million, instant decision |
| Terms | 10, 15, 20, or 30 years |
| Living Benefits | Access up to 90% of death benefit for 18 covered conditions |
| Covered Conditions | Critical, chronic, and terminal illness (18 total) |
| Extras | Free wills & trusts through Ethos Perks |
90%
Max Benefit Accessible
Who It Helps
The Family Protector
- Parents and breadwinners who want traditional term coverage with a living safety net
- Someone with a family history of cancer, heart disease, or stroke who wants their policy to help them while they’re still alive
- Anyone who wants to know their coverage does more than just pay out when they’re gone
Training Script — Casual Conversation
At a Family Dinner…
🍽️ Imagine you’re at a family dinner
“So most people think life insurance only pays out when you die, right? This product is different. It’s called Term with Living Benefits, and here’s why it matters.
Let’s say you get diagnosed with cancer, have a heart attack, or need long-term care — this policy lets you access up to 90% of your death benefit while you’re still alive to help pay for treatment, replace lost income, or cover bills. It covers 18 different serious conditions.
It’s still affordable term insurance — same idea as regular term — but with a built-in safety net. And through Ethos, you can get up to a million dollars in coverage with an instant decision, no medical exam. Plus they throw in free wills and trusts.”
Key TakeawayLead with “it pays you while you’re alive, not just after you’re gone” — that’s the hook that changes the conversation.
What It Is
Guaranteed-issue & simplified-issue whole life for seniors
| Ages | 55 to 85 years old |
| Coverage | Up to $25,000–$30,000 |
| Acceptance | Guaranteed issue (everyone qualifies) or simplified issue (few health questions) |
| Premiums | Level for life — never increase |
| Carriers | TruStage, Banner Life, and others |
Who It Helps
The Senior Who Wants Peace of Mind
- Seniors who want funeral, burial, and end-of-life expenses covered so family isn’t burdened
- People with pre-existing conditions who may not qualify for other products
Important to Know
Guaranteed-issue policies have a 2–3 year graded benefit period for non-accidental death. Accidental death is covered from day one. After the waiting period, full death benefit applies. Simplified-issue applicants may get full day-one coverage.
Training Script — Casual Conversation
Visiting Your Parents…
🏠 Imagine you’re visiting your parents
“Mom, Dad — can I bring up something real quick? You know how funerals cost like $10,000 or more these days? I learned about this thing called Final Expense insurance that I think would give you both peace of mind.
It’s a small whole life policy — maybe $10,000 to $25,000 — specifically designed to cover funeral costs, any leftover medical bills, or just make things easier on us when the time comes. The premiums are locked in and never go up.
The best part? You don’t have to go get a medical exam. They don’t even ask many health questions. Even if you have diabetes or a heart condition, you can still qualify.”
Key TakeawayLead with love, not fear. “I don’t want you to worry about being a burden” — seniors respond to dignity and care.
What It Is
Permanent IUL with living benefits and retirement income features, issued by Ameritas
| Coverage | Up to $1M simplified, or more with full underwriting |
| Ages | 20 to 65 |
| Living Benefits | No-cost Care4Life rider — critical, chronic & terminal illness |
| Retirement Income | Lifetime Income rider included at no cost |
| Cash Value | Index-linked growth with floor protection, tax-deferred accumulation, tax-free loans |
| Design Tool | Smart Solve™ for optimized premium and coverage targets |
Who It Helps
The Comprehensive Planner
- People who want permanent coverage that does more than just pay a death benefit
- Those thinking about long-term financial planning — retirement income, estate planning, and serious illness protection — all in one policy
Accumulation IUL vs. Protection IUL
Accumulation IUL — emphasizes maximizing cash value growth with 9 index options and loan bonuses. Best for wealth builders.
Protection IUL — emphasizes living benefits and retirement income with the Care4Life and Lifetime Income riders. Best for comprehensive protection planners.
Training Script — Casual Conversation
Catching Up With a Friend…
☕ Imagine you’re catching up with a friend
“You know what’s wild? Most life insurance policies just sit there until you die. But the one I’ve been telling people about — the Ethos Protection IUL — it’s like a Swiss Army knife for your finances.
First, it’s permanent — so it covers you for life, not just 20 years. Second, it builds cash value that grows tax-free based on the stock market, but you’re protected if the market drops. Third — and this is the big one — it comes with living benefits at no extra cost. So if you get diagnosed with something serious like cancer or need long-term care, you can tap into your death benefit right then.
Oh, and it has a built-in retirement income feature. When you’re ready to retire, you can turn on an income stream from the policy. It’s death benefit, savings account, health safety net, and retirement plan all in one.”
Key TakeawayLead with “one policy that covers four needs” — death benefit, savings, illness protection, and retirement income.
What It Is
Straightforward, budget-friendly coverage through multiple A-rated carriers
| Coverage | Up to $3 million |
| Ages | 20 to 75 |
| Terms | 10, 15, 20, 30, or 40 years |
| Premiums | Guaranteed level premiums for the entire term |
| Carriers | Banner Life, Protective, TruStage, John Hancock, Mutual of Omaha, and others |
| Extras | Terminal illness rider, free estate planning tools, 30-day money-back guarantee |
10 min
Avg. Application Time
30 Day
Money-Back Guarantee
Who It Helps
Young Families & Budget-Conscious Buyers
- Young families, first-time home buyers, new parents, and anyone on a budget who needs maximum coverage for minimum cost
- People who want to make sure the mortgage gets paid, kids go to college, and the family stays financially stable
When to Recommend
When someone says “I just need basic coverage” or “I can’t afford much” — Term Life is the answer. It’s also the entry point to the Ethos relationship. Once they have term, you can discuss upgrading to IUL or adding living benefits later.
Training Script — Casual Conversation
At a Friend’s Housewarming…
🏠 Imagine you’re at a friend’s housewarming
“Congrats on the new house! Hey, random question — do you guys have life insurance? I know, I know, not exactly party talk. But hear me out.
You just took on a mortgage, right? Term life insurance is basically a promise that if something happens to one of you, the other person doesn’t lose the house on top of everything else. For maybe $30–40 a month, you can get a 20 or 30-year policy that covers the whole length of your mortgage.
Through Ethos, you don’t need a medical exam, you do it all online, and you can be approved the same day. It takes like 10 minutes. They even throw in free wills and trusts. And if you decide it’s not right, you get 30 days to cancel and get your money back.”
Key TakeawayLead with a life event — new house, new baby, new job. Term is the easiest “yes” because it’s affordable and simple.
Quick Reference
Product Cheat Sheet
Match the person to the product in seconds.
Product 1
Accumulation IUL
High earners, max-out 401k, business owners, wealth builders
“Insurance that builds wealth”
Product 2
Term w/ Living Benefits
Parents, family history of illness, breadwinners who want living coverage
“Pays you while you’re alive”
Product 3
FE Whole Life
Seniors 55–85, pre-existing conditions, end-of-life planning
“Don’t be a burden to your family”
Product 4
Protection IUL
Comprehensive planners, retirement income + illness protection + death benefit
“One policy, four needs”
Product 5
Term Life
New homeowners, young families, new parents, budget buyers, entry-level clients
“Maximum protection, minimum cost”
The Ethos Advantage
What Every Product Shares
- No medical exam required
- Online application — done in minutes
- Instant decisions for most applicants
Lead with the simplicity of the process — that’s what removes objections before they even start.
🌟 You now have the knowledge. Every family deserves protection. Every conversation is an opportunity. Know your products. Listen to their needs. Make the match.