Helping you make smarter insurance decisions.

Insurance is Boring!

We get it. It puts you to sleep.

We’ve done all of the mind numbing research for you.

At the beginning of each analysis, we get to the Root of it with key takeaways so you can get through this quickly and easily... before falling asleep.

Our Purpose is to Insure Families Efficiently

We started Rootfin back in 2007 to help families across the nation purchase life insurance. We worked with the best life insurance companies and helped 1000's of people find affordable policies. We coined it “Our family helping yours”. Over time we evolved into helping families save money on car insurance, medicare insurance, and annuities.

We talk insurance all day, every day, and document everything on our website. Whether you need help finding life insurance over 70 years old or the million dollar term life insurance policy, we can help your family choose the right insurance policy at the best possible price.

The Trusted Insurance Source

Rootfin’s research and commentary has been featured in major publications and media.

• In-depth research. We have deep connections throughout the insurance industry to get the correct information on any topic and deliver the most important parts to you.
• Unbiased research. We include only fact-based information in our articles and reviews of companies. We even have positive Policy Genius reviews, who is a direct competitor of ours.
• Investigative research. We investigate and publish findings on the effects of critical insurance news for consumers. For example, how insurance company mergers affect existing policyholders.