Transamerica, a prominent life insurance and financial protection provider, has announced a new collaboration with Empathy, a technology company specializing in support for challenging life moments. This partnership will provide eligible Transamerica policyholders and beneficiaries with access to Empathy Loss Support and Empathy LifeVault, offering comprehensive guidance, care, and digital legacy planning.
Transamerica, which serves over 10 million customers and manages more than $400 billion in assets, aims to broaden the support available to families nationwide. By integrating Empathy’s on-demand Care Team guidance, robust technology platform, and comprehensive estate and funeral planning tools, Transamerica seeks to assist families in navigating both the logistical and emotional challenges associated with loss.
Ron Gura, Co-Founder and CEO of Empathy, stated, “We are honored to work with Transamerica, a company whose scale, reach, and commitment to serving diverse communities aligns so deeply with our mission. Together, we’re ensuring that support for families goes far beyond a claim check, beginning with thoughtful preparation and continuing with compassionate guidance through every step after a loss. This collaboration delivers continuous logistical, financial, and emotional care, from planning to legacy—setting a new standard for how policyholders and their loved ones are supported.”
Empathy Loss Support is designed to help families manage emotional burdens and logistical tasks, including funeral planning, claims processing, account management, probate, and ongoing guidance from Empathy’s care team. Empathy LifeVault offers a planning and legacy platform for policyholders to organize essential documents, draft directives, store information securely, and prepare their estates in advance.
Eligible Transamerica policyholders covered by specific life insurance products will receive information on how to activate these services. Empathy will also provide financial professionals with tools and resources to facilitate clearer guidance and enhanced support for their clients.
Andrew DeMarco, Head of Life Solutions at Transamerica, commented, “At the heart of Transamerica’s mission is our commitment to helping customers feel prepared for whatever the future holds. By enhancing our Concierge Planning Rider through our new collaboration with Empathy, we’re extending that commitment into life’s most meaningful moments—providing compassionate guidance, practical tools, and emotional support when families need it most.”
Empathy currently serves more than 45 million families through partnerships with leading life insurance providers across the U.
S. and Canada, handling one in five life insurance claims in the U.
S. beyond the payout. The company has secured $162 million in funding from venture firms including Index Ventures, General Catalyst, and Adams Street Partners. Transamerica, part of the Aegon group of companies, reported paying over $62 billion in insurance, retirement, and annuity claims and benefits in 2024.
