Ethos Protection IUL Sales Guide
Issued by Ameritas Life Insurance Corp.
Ensuring the appropriate sale
What are the requirements around the sale of Ethos Protection IUL that I need to know about Appropriate sales are essential for the benefit of your clients, your agency, and your own business. Please take a moment to review all the elements of an Ethos Protection IUL sale that lets everyone rest easy.
Producer status checks
You must be contracted with Ameritas, life licensed in the state which your client resides, and completed any product-specific required state training. A Series 7 license is not required. Automatic checks for these requirements are supported in the Ethos Protection IUL quote and application flow.
For more information, please see our Ethos Protection IUL FAQs.
Making sure Ethos Protection IUL is right for your client
D oes t h e client h a v e an ins u ra b le interest —loved ones who would be financially at risk if the client were to die? D oes t h is p rod u ct fi t y o u r client ' s ins u rance and fi nancial g oals ? I s t h e client fi nanciall y e qu i pp ed to m a k e m ont h l y p re m i um p a ym ents for decades ? Consider your client’s age, current and future income, and other financial obligations. Also, would they be able to take advantage of the tax and other benefits Ethos Protection IUL can provide?
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F or agent use only . N ot to b e used for consu m er solicitation p ur p oses .
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Product representation
Ethos Protection IUL is designed primarily to meet a need for lifelong death benefit protection. As a life insurance product, it cannot be sold primarily as an asset growth vehicle. It may not be described as an investment, a saving plan or account, a personal bank account, or other similar language. Most people should pursue a balanced portfolio of financial products for different needs and goals. It should not be described as a superior option to other asset types designed for different primary purposes. It should not be described as the primary source of retirement income. Income generated from through policy loans and withdrawals in retirement can be described as supplemental retirement income. If discussing accessing cash value, it must be disclosed that this can reduce death benefit, and may incur fees, interest, or charges.
Client consent
Clients must authorize Ethos to collect health and financial data, to use that data, and to conduct business electronically, among other things. These authorizations and other disclosures are provided during the application process and are important for the client to understand before signing.
Client signature
The application must be e-signed by the client, affirming the answers they have provided are truthful. The illustration is required to be signed, ensuring the client has received and understands the guaranteed and non-guaranteed policy projections. Be sure you've reviewed the illustration with your client and answered any questions.
© 2026 Ethos Technologies Inc. Ethos operates in some states as Ethos Life Insurance Services. CA license #0L28949; AR license #100164629. Ethos offers policies issued by the carriers listed at www.ethoslife.com/carriers. Products and their features may not be available in all states. To help avoid requiring a medical exam, our application asks certain health and lifestyle questions. Ethos Protection IUL is issued by Ameritas Life Insurance Corp ("Ameritas") and is marketed to the public as Ethos IUL (Form ICC23 3030 3-23 and state variations). The product is not available in New York. Products and their features may not be available in all states. Ameritas and Ethos Technologies Inc., are separate, independent entities. Ameritas® is a marketing name for subsidiaries of Ameritas Mutual Holding Company. Subsidiaries include Ameritas Life Insurance Corp. in Lincoln, Nebraska and Ameritas Life Insurance Corp. of New York (licensed in New York) in White Plains, New York. Each company is solely responsible for its own financial condition and contractual obligations. For more information about Ameritas®, visit ameritas.com. Ameritas® and the bison design are registered service marks of Ameritas Life Insurance Corp. Fulfilling life® is a registered service mark of affiliate Ameritas Holding Company.
202604ETH-2649
For agent use only. Not to be used for consumer solicitation purposes.
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Promoting Ethos In general, you’re welcome to promote Ethos by phone, on your website, via emails or social media, if you follow a few rules when doing so. For full guidelines when marketing Ethos, please see our Marketing Compliance Guidelines.
Rules & regulations
Always be honest, accurate, and transparent. Only use statistics that are recent and relevant, with clearly identified sources. Use our digital marketing resources, or if producing your own: Submit your marketing materials for review prior to use with this online approval form. State that products are not available in all states. Never make disparaging statements about another insurer or its products. Make each email personal. Instead of sending mass “auto-comm” emails that can end up in spam, take the time to personalize each email to your prospects. Also, make sure each has a footer that includes your or your agency’s full name, address, “This is an ad,” and an “Unsubscribe” link. Get writing permission before texting or calling. If the recipient opts out by responding with “unsubscribe,” “stop,” “don’t contact me,” or something similar, you must immediately stop contacting that client and maintain your own “Do Not Contact” list. Use ready-made client materials. You can find updated, client-approved materials that are ready for you to use and share on in the agent portal. Look in the Agent Resource Center under “Digital Marketing.”
Communicating with clients
202604ETH-2649
F or agent use onl y. N ot to b e use d f or consumer solicitation p ur p oses .
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Marketing do’s and don’ts
We’ve included a few of the major do’s and don’ts of marketing Ethos products. Please see our legal and compliance guidelines for more information.
DO
Clearly disclose the name and address of the insurer anytime you advertise a policy. Prominently describe the type of policy being advertised, indicate that it is life insurance, and identify the policy form. Comply with applicable statutes, rules, and regulations. Any statistics must be cited and must be less than five years old. Clearly define the scope and extent of a recommendation by any commercial rating system. Testimonials, appraisals, or analysis must be genuine, a current opinion of the author, applicable to the policy, and accurately reproduced. All stated or implied endorsements by a group of individuals, society, or association must be factual. Clearly disclose all limitations, exclusions, or reductions. Misrepresent the policy benefits, advantages or conditions, or use terms that are misleading or ambiguous. Use terminology that would lead a prospective buyer to believe that he or she is purchasing an investment or savings plan. Omit material that is necessary to the prospective purchaser’s full understanding of the product and how it works. Make unfair or incomplete comparisons with other policies. Make false, deceptive, or misleading statements about any person, company, or organization. Offer unlawful rebates. Use the words “special” or “limited” with regards to the policies, application process, or client groups.
DON’T
202604ETH-2649
For agent use only. Not to be used for consumer solicitation purposes.
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