Insuretech start-up Ethos has raised $35 million in a funding round led by Accel Partners and backed by Google Ventures. This brings the San Francisco-based start-up’s valuation to an estimated $100 million total, with $46 million coming in the form of private equity investments across two funding rounds. Following completion of the deal, Accel Partner Nate Niparko will join Ethos’ board of directors, while GV General Partner Tyson Clark will join in an advisory role. Existing investors Sequoia Capital and Arrive also participated in the round. Ethos’ technology provides an update on the traditional life insurance user experience. By using population data, Ethos can offer insurance policies in around ten minutes, based on a few key pieces of customer information. Based on the answers, the company can calculate a price for an insurance policy, depending on whether the customer wants a policy that could last anywhere between 10 and 30 years. Ethos’ technology, backed up by an organisational model that does not incentivise salespeople to sell costly permanent life insurance, has turned the company, founded in 2016, into a disruptor within the US insurance sector.