Ethos provides modern, ethical life insurance to protect the life you’re building and the people you love. Ethos is built for people who don’t have time for fine print, extra doctors appointments or hidden fees. They transformed a 15-week process of paper applications and medical exams into just the click of a button – by quantifying the user’s health risk using predictive models.

Business Case

Ethos had multiple processes slowing their operations and causing a lack in efficiency. Plative first was involved with working on their underwriting teams and other lines of business, however Ethos realized they were having issues with their manual client onboarding process, disjointed internal systems, and single case queue for all case types.


Plative automated the pre-submission approval process and integrated all their third party apps. Salesforce, Twillio, and Talkdesk were all integrated into centralized platform using Segment.io. Plative also build service case queues based on their case types: automated case routing, and auto-response rules to close similar cases (ie. forgot password)

Key Moments

The crux of this project was Ethos’ online form application process and depending on the application process the type of person applying for the life insurance should have gone to two teams but instead went to one location. Plative completely streamlined their submission process and ensured applications went to the right place. 


Ethos came to Plative with a broken application process which was completely overhauled. Ethos has been able to achieve a significant reduction in application processing time. They also received a centralized source of truth within their organization allowing them to improve their operations and efficiency.


  • Salesforce Sales Cloud
  • Segment
  • Twilio

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