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About us

Our Company

Who we are

In an ever-changing financial landscape, strength, stability and solutions matter. At EquiTrust, we are committed to offering you strategies and services that take you forward, helping you secure the financial future you envision. We back our commitment to you through our core principles — integrity, strength and innovation — and a solid and sound financial position.

EquiTrust is owned by Amistad Financial Group (Amistad), a transformative financial services organization that supports our efforts to provide clients with a comprehensive, customizable and personalized portfolio of solutions, including life insurance and annuities, investment management and community engagement opportunities.

A company shaped by experience — one you can trust to help build and protect your future.

EquiTrust timeline

  1. 2003

    Founded as a subsidiary of FBL Financial Group; first product, a MYGA.

  2. 2004

    Introduced our first three fixed index annuities.

  3. 2005

    Product portfolio continued expansion.

  4. 2006

    Surpassed $5 billion in assets.

  5. 2011

    Purchased by Guggenheim Partners.

  6. 2012

    Surpassed $10 billion in assets.

  7. 2013

    Redomiciled from Iowa to Illinois.

  8. 2015

    Magic Johnson Enterprises became controlling shareholder.

  9. 2016

    First placement on Ward's 50 Top Life & Health Insurers.

  10. 2019

    Redesigned fixed index annuity portfolio.

  11. 2022

    Introduced an FIA + long-term care combination product with a wellness rider; redomiciled to Arizona.

  12. 2024

    Introduced single-premium indexed life; surpassed $33 billion in assets.

  13. 2025

    Launched four new FIAs; entered the Financial Institution channel. Ownership transitioned to Amistad Financial Group.

  14. 2026

    11th consecutive Ward's 50.