EquiTrust Life Insurance Company is upgrading the infrastructure behind its life insurance and annuity business through a new partnership with Sureify, with the insurer looking to simplify system connectivity and improve how it exchanges information with distribution partners.
The agreement will see EquiTrust deploy Sureify’s CoreCONNECT platform. The technology will sit between the insurer’s existing systems, providing a central point through which data can move rather than relying on multiple individual connections.
For EquiTrust, the change is aimed at reducing the operational complexity created by disconnected technology. Bringing core systems together through a common integration layer is expected to make information easier to access internally and reduce friction between different parts of the business.
The project also extends to EquiTrust’s external distribution network. CoreCONNECT will provide APIs that allow partners to connect directly with the insurer’s data and tools, reducing the need for manual exchanges and creating a more digital route for business activity.
EquiTrust is implementing the platform with the data-exchange standards of the Insured Retirement Institute (IRI) in mind. The move could help the insurer create more consistent connectivity as it works with independent sales representatives and independent marketing organisations to distribute its products.
The technology investment comes as EquiTrust looks to build infrastructure that can support expansion without adding equivalent levels of operational complexity. Better-connected systems are expected to give employees and financial professionals quicker access to information while simplifying processes across the business.
EquiTrust is headquartered in Chicago and has operations in West Des Moines, Iowa. The company is owned by Amistad Financial Group, which has interests across life insurance and annuities, investment management and community engagement.
Sureify provides technology for life and annuity insurers, focusing on digital engagement and connectivity between carriers and the wider insurance ecosystem. CoreCONNECT is designed to help insurers connect legacy systems while supporting interactions between carriers, agents, advisors, policyholders and employees.
The partnership reflects a broader shift towards treating connectivity as a core component of insurance modernisation. Rather than replacing every existing system, EquiTrust is using an integration layer to connect its current infrastructure and create a foundation for additional digital capabilities.
EquiTrust senior vice president, information systems Jai Kuchimanchi said, “Technology is an enabler of our broader business strategy—not the end goal,” adding, “By creating a more connected and adaptable technology foundation, we can reduce complexity, help our employees work more effectively and make it easier for financial professionals and policyholders to do business with us. Our partnership with Sureify will support EquiTrust’s growth while allowing us to continue delivering the responsive, relationship-focused experience people expect from us.”
Sureify chief business development officer Bryan Padgette added, “EquiTrust has built an exceptional company by staying focused on the people it serves,” adding, “Its commitment to financial professionals, policyholders and long-term value is evident in the way the organization approaches its decisions. We are grateful for the opportunity to support EquiTrust’s vision and proud to play a role in the company’s continued success.”
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