October 1, 2025
BetterLife Launches “Critical Advantage” to Help Families Manage the Cost of Serious Illness
New products offer financial support for cancer, heart attack, stroke, and more—helping families focus on recovery, not expenses.
MADISON, WI – October 1, 2025 — BetterLife, a member-owned life insurance company, is proud to collaborate with Mutual of Omaha to introduce access to Critical Advantage, a new line of insurance products created to help individuals and families handle the financial stress that often comes with a serious health diagnosis.
When someone is diagnosed with cancer, has a heart attack, or suffers a stroke, the emotional toll is heavy, and so is the financial one. Between medical bills, time off work, and everyday expenses, many families find themselves overwhelmed. Critical Advantage is designed to ease that burden by providing a one-time cash payment directly to the policy owner upon diagnosis of a covered condition, to use however needed—whether that’s covering travel to treatment, paying rent, or simply keeping up with groceries and childcare.
This new offering includes three types of coverage: one for cancer, one for heart attack and stroke, and one that covers a broader range of critical illnesses. Each plan is simple to apply for, with simple medical questions on the application but no medical exams required, and offers flexible options to fit different budgets and family needs.
“Too many families are forced to make impossible choices when illness strikes,” said BetterLife CEO Chris Campbell. “Critical Advantage gives our members the financial breathing room to focus on what matters most—getting better.”
The launch of Critical Advantage is part of BetterLife’s broader commitment to meeting the needs of rural and small-town communities, where access to affordable critical illness indemnity coverage can be limited.
Critical Advantage also supports BetterLife’s vision of working towards closing the coverage gap in America’s 15,000 small towns. BetterLife collaborated with Mutual of Omaha because their policies are designed to support rural families—including coverage that helps with travel costs when care isn’t close to home.
About BetterLife
Based in Madison, Wisconsin, BetterLife has been serving families for over 125 years as a non-profit, member-owned life insurance company. With members in 19 states, BetterLife is committed to helping people protect their financial futures and live with greater peace of mind. In 2024, BetterLife provided $2.1 million in community support across its footprint. Learn more at https://bit.ly/critical_advantage.
____________________________________________________________________________________
A1125