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Ameritas is a U.S.-based mutual insurance and financial-services brand headquartered in Lincoln, Nebraska.

Last updated November 4, 2026

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Overview

Ameritas is a U.S. insurance and financial-services brand serving individuals, employers, and institutional customers. Its offerings include life insurance, annuities, dental insurance, vision insurance, and retirement- and investment-related solutions. The business traces its origins to the late nineteenth century and has operated within a mutual insurance structure, with a focus on protection, employee benefits, and long-term financial planning. Ameritas distributes its products primarily in the United States through employer-benefit channels, insurance professionals, and related distribution networks. Because the organization is not publicly listed, detailed financial and operating disclosures are limited.

History

Ameritas traces its origins to an insurance organization established in Nebraska in 1887. Over time, the organization developed a broader business portfolio covering life insurance, annuities, employee benefits, and retirement- and investment-related services. The modern business operates under the Ameritas brand and is organized within a mutual insurance structure. Unlike a publicly traded insurer, a mutual organization is not centered on publicly traded shares, which limits the amount of detailed financial and operational information available to the public. Today, Ameritas primarily serves individuals, employers, and institutional customers in the United States with products related to protection, employee benefits, and long-term financial planning. Publicly available information is insufficient to support a more detailed account of acquisitions, leadership changes, or the history of individual product lines.

  • 1887

    Founding

    [1]

    The insurance organization that preceded Ameritas was established in Nebraska, marking the beginning of the brand's business history.

Products and positioning

An American mutual insurance and financial services brand centered on protection-oriented insurance, employer benefits, and long-term financial planning.

  • Life insurance

    Ameritas life insurance products serve individual and certain group customers, primarily providing death-benefit protection and supporting long-term financial planning. Product types, underwriting terms, and optional riders vary by contract and market.

  • Annuities

    Ameritas annuities are designed for long-term savings, retirement-income planning, or asset allocation. Returns, fees, and guarantees depend on the applicable product contract.

  • Dental insurance

    Dental insurance is a major Ameritas offering for individuals, employers, and employee-benefit programs, providing contractual coverage and reimbursement arrangements for eligible dental care.

  • Vision insurance

    Vision insurance serves employer-benefit and individual-coverage markets and may cover examinations, eyeglasses, contact lenses, or other contract-defined services, depending on the plan.

Recent events

  • Reported

    Ameritas acquires BlueStar Retirement Services[3]

    Ameritas Life Insurance Corp. acquired BlueStar Retirement Services, effective September 30, 2021. The terms were not disclosed.

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