Heartland National Life Insurance Company (often referred to simply as Heartland National) is a Missouri-based insurance carrier specializing in the senior market.Founded in 1994, the company has grown from a small agency into a significant provider of supplemental health insurance and retirement products across the United States. Heartland National is particularly recognized for its "agent-centric" philosophy and its focused portfolio designed to fill gaps in Medicare and provide stable retirement income.

Company History and Corporate Structure

Heartland National Life Insurance Company was established in 1994 by Chris McDaniel. Originally operating as a small agency in a home office, the company underwent rapid expansion through organic growth and strategic acquisitions. A pivotal moment in its history was the acquisition of Dixie National Life Insurance Company, which allowed Heartland to broaden its reach and licensing.

Today, Heartland National operates as a subsidiary of Heartland Holding Company. While it is headquartered in Independence, Missouri, it maintains a strong administrative presence in Salt Lake City, Utah. According to AmeriLife, the company’s distribution network has grown to include thousands of independent agents, positioning it as a leading distributor in the senior health and life insurance sectors.

Supplemental Health Insurance Products

Heartland National’s core business has traditionally been supplemental health insurance, specifically designed to help seniors manage out-of-pocket costs not covered by Original Medicare.

1. Medicare Supplement (Medigap)

Heartland National offers several standardized Medigap plans, including Plan A, Plan F, Plan G, and Plan N.These plans are designed to cover expenses like deductibles, coinsurance, and copayments.

  • Plan G: Often cited as their top-recommended plan, Plan G offers comprehensive coverage for nearly all gaps in Medicare Part A and B, except for the Part B deductible.

  • Simplified Underwriting: As noted by SecureCare65, Heartland is known for a streamlined underwriting process, often utilizing "Yes/No" health questions to speed up policy issuance.

2. Hospital Indemnity Insurance

The company’s Secure Advantage Flex plan is a hospital indemnity product that pays a daily cash benefit directly to the policyholder during a hospital stay. This benefit can be used to cover deductibles or non-medical expenses like transportation and lodging for family members.

3. Short-Term Home Health Care

The Secure Choice plan provides financial support for skilled nursing and general home health aide services. According to Heartland’s official site, the plan can provide coverage for up to 120 days, which is among the most competitive durations in the industry for this type of supplemental care.

Retirement Products: Annuities

In the early 2020s, Heartland National significantly expanded its presence in the retirement market by launching a suite of fixed and indexed annuity products.

Multi-Year Guaranteed Annuities (MYGA)

The Secure Rate MYGA is a fixed annuity that provides a guaranteed interest rate for a set period, typically ranging from 3 to 10 years.

  • Principal Protection: The initial investment is protected from market volatility.

  • Flexible Riders: Policyholders can add riders for enhanced liquidity, such as a 5% free withdrawal rider or an enhanced benefit rider that allows access to funds in the event of terminal illness or nursing home confinement, as detailed by RetireGuide.

Fixed Indexed Annuities (FIA)

The Secure Retirement Series offers growth potential linked to market indices like the S&P 500 or Nasdaq-100.These products include "Boost" and "Max" versions that provide upfront premium bonuses to enhance long-term accumulation.

Financial Strength and Ratings

For insurance consumers, financial ratings serve as a benchmark for a company’s ability to pay future claims.

As of August 2025, AM Best revised the outlook for Heartland National Life Insurance Company from stable to negative, while affirming its Financial Strength Rating of B++ (Good).d

  • Rating Rationale: The negative outlook reflects pressure on the company's balance sheet due to rapid growth in annuity sales that has outpaced its excess risk-adjusted capitalization.

  • Stability Measures: To address these challenges, the company has utilized extensive third-party reinsurance and issued surplus notes to maintain liquidity, according to AM Best's report.

Customer Experience and Availability

Heartland National is currently licensed to offer its products in 36 states, with a heavy concentration in the Midwest and South. While it is not accredited by the Better Business Bureau (BBB), the company emphasizes personal customer service and a "quick claim" system that aims to process and pay claims within five days of application.

Contact Information

  • Headquarters: 4200 Little Blue Pkwy, Ste 400, Independence, MO 64057

  • Phone: (888) 616-0015

  • Online Portal: Policyholders can manage accounts and view claim status via the Heartland National Life website.