Ethos vs Sure
Ethos vs Sure, compared side by side on 22 data points: what each one does, how big it is, what it has raised, the tech running each site, and what users report. We score both out of 100 on traction, team and visibility: Ethos is on 52/100 and Sure on 61/100.
Where each one leads
Ethos
- agent readiness: 54/100 against 45/100
- domain rating: 72/100 against 61/100
- headcount: 975 against 468
- funding raised: $323M against $126M
- LinkedIn following: 45,446 against 9,581
Sure
- our overall score: 61/100 against 52/100
At a glance
| Measure | Ethos | Sure |
|---|---|---|
| What it is | Ethos offers life insurance with a focus on technology and a simplified application process. | An embedded insurance technology company powering digital insurance programs for global brands and carriers. |
| Category | InsurTech, Life Insurance, Fintech, Embedded Finance | InsurTech, Fintech, Embedded Finance, API Platform |
| Sells toBusiness model | B2C | B2B |
| Offering | Platform | Software |
| Founded | 2016 | 2015 |
| Headquarters | San Francisco, United States | Dallas, United States |
| Status | Active | Active |
Size, funding and growth
| Measure | Ethos | Sure |
|---|---|---|
| Employees | 975 | 468 |
| Total funding | $323M | $126M |
| Latest round | Series A | Series C |
| Valuation | Not published | $550M |
| LinkedIn followers | 45,446 | 9,581 |
StartupHub scores
Our own 0-100 ratings. They measure company strength and site quality, not which product suits you.
| Measure | Ethos | Sure |
|---|---|---|
| StartupHub scoreOur 0-100 rating | 52/100 | 61/100 |
| Traction | 60/100 | 60/100 |
| Team | 60/100 | 60/100 |
| Community | 15/100 | 15/100 |
| Search visibility | 33/100 | 36/100 |
| Quality | 50/100 | 68/100 |
| Agent readinessHow well an AI agent can read and act on the site | D (54/100) | D (45/100) |
| Domain ratingLink authority, 0-100 | 72/100 | 61/100 |
Technology
Detected on each public site, so it reflects the marketing stack as well as the product.
| Measure | Ethos | Sure |
|---|---|---|
| Hosting | Not detected | Vercel |
| CDN | Cloudflare | Vercel |
| Frameworks | Next.js, Tailwind CSS | Next.js, Tailwind CSS |
| Analytics | Segment | Google Analytics 4 |
Ethos vs Sure: common questions
Which is better, Ethos or Sure?
On our 0-100 score Sure rates higher (61/100 against 52/100). The score weights traction, team, visibility and profile completeness, so it reflects company strength rather than which product suits you. We compare the two on 22 data points above: read the rows that match what you are buying for.
How do Ethos and Sure compare on the numbers?
Ethos leads on agent readiness (54/100 against 45/100), domain rating (72/100 against 61/100), headcount (975 against 468), funding raised ($323M against $126M), LinkedIn following (45,446 against 9,581). Sure leads on our overall score (61/100 against 52/100).
Read the full Ethos review and pricing or the Sure review and pricing. You can also browse other Ethos alternatives we track.