Our Mission

Closing the financial
protection gap

Pendella is a fast-growing insurtech startup bringing decades of insurance expertise, innovation, and intelligent business design to fulfill one purpose:

To bring the financial protection of individual life and disability insurance to all people — regardless of age, health status, or income level — 100% online.

Our Story

Breaking down barriers

In the 1990s, major carriers stopped offering life policies. Underwriting required strict medical exams and time-consuming paperwork, deterring companies from offering the important financial protection consumers needed.

With the advancements in technology over the past 10 years, Bob Gaydos saw an opportunity to make life insurance accessible and affordable using a fully digital platform and big data to beat the challenges the industry once faced.

He founded Pendella to bring innovation back to life insurance — and to bring individual life insurance back to the people.

He shared his business model with insurance brokers, PEOs, enrollment firms, and employers to bridge the gap current life insurance products leave behind and make it effortless for companies to offer their people the financial protection they deserve.

Our Product

The future of life insurance is here

Our white-labeled, enterprise SaaS solution empowers our partners to easily compete in the new benefits landscape and extend even greater value to their customers, creating a seamless and delightful experience.

Thanks to our platform, consumers can easily understand their insurance options and secure the single-most important financial protection for their families.

Our team of industry experts deliver a truly turnkey solution: your platform is live in just days, making it effortless for you to onboard a powerful new employee benefit, start earning more revenue, and ultimately, increase your bottom line.

What our partners are saying

“We love the product. It was easy to set up and it was great working with
everyone at Pendella. We’re excited to offer this solution to
our partners and customers.”

Jason Hansen, COO - Healthy Business Group (HealthEE)

“Our small business clients rely on our expertise and commitment to meeting all of their organizations’ needs. Partnering with Pendella gives us another opportunity to prove our value to our clients and support their employees.”

Joel Randazzo, CEO - Employ Source

“There are far too many Americans who are unprotected when it comes to life insurance. Our partnership with Pendella will help us to close the protection gap and empower our customers to shop for the best life insurance options available. ”

Brian Cook, Founder - The Insurance Loft

“My customer called me to tell me how thrilled they were with being able to secure their life insurance so easily. Your technology has made it possible for me to offer invaluable service and protection to my customers and their families. Plus, the marketing team goes above and beyond every time. You guys are awesome.”

Lisa Brooks-Thompson, CEO - Owners Choice Benefits

“For more than 25 years, Simploy has offered comprehensive and worry-free human resource solutions to our PEO clients, no matter the size of their business. Partnering with Pendella is another example of our commitment to ensuring our clients have what they need to attract top talent and successfully run their business. It’s a win-win.”

Jay King, CEO - Simploy

“SpiritHR’s mission is to make running a business easier for all our clients through outstanding technology and personal support. Pendella offers both, while also bringing critical financial protection to everyone who needs it.”

Marilyn Conyer, President & COO - SpiritHR