Business Life Insurance | Protect Your Company, Partners & Legacy
Business Life Insurance

You built the business. Make sure it can survive without you.

Your company depends on you — your relationships, your credit, your expertise. Business life insurance turns that risk into cash exactly when your company needs it most: to keep the doors open, buy out a partner's share, and pay off the loans you personally guaranteed. Simple to understand, built around your goals.

Keep control
Tax-advantaged payout
Protect your family too
Be honest with yourself

If something happened to you tomorrow, what happens to the business?

For most owners, the honest answer is uncomfortable. The revenue you drive, the bank loans in your name, the partner counting on you — all of it lands on your family and your team overnight.

  • Revenue tied to you personally stops or drops
  • Business loans you personally guaranteed come due
  • Your partner is suddenly in business with your spouse
  • No cash on hand to hire, cover payroll, or steady the ship
  • Years of equity forced into a fire-sale
  • Your family left with debt instead of the legacy you intended

Business life insurance is how you replace every one of those problems with a check — paid to the right person, at the right time, generally income-tax-free.

Three jobs, one strategy

The three protections every owner should know

Most business coverage does one of three jobs. The right plan may use all three — sized to your business, your debt, and your partners.

Protection 1

Key Person Protection

If you or an irreplaceable employee is gone, the business gets cash to survive the disruption — covering lost revenue, recruiting, and stability while it recovers.

Protection 2

Buy-Sell Agreement Payouts

When an owner dies, the policy funds the purchase of their share — so you keep control of your company and their family gets fair value in cash, without a fight.

Protection 3

Loan Protection

The death benefit clears the business loans and lines of credit you personally guaranteed — so the debt dies with the policy, not with your family.

Protection 1

Key Person Protection

Every business has someone it can't easily replace — often the owner, sometimes a top producer, a rainmaker, or the person who holds the key relationships. Key person insurance puts a value on that person and pays the business a benefit if they pass away.

Picture it: your top salesperson drives 40% of revenue and passes away unexpectedly. Key person coverage hands the company cash to cover the shortfall, recruit and train a replacement, and reassure lenders and clients — instead of quietly bleeding out over the next year.
  • Replaces lost revenue while the business stabilizes
  • Funds recruiting and training a qualified replacement
  • Reassures banks and clients that the business will continue
  • Buys time to reorganize instead of forcing a rushed decision

How it's set up

  • The business owns the policy and pays the premiums
  • The business is the beneficiary
  • The insured is the key person (with their consent)
  • Coverage sized to that person's economic value to the company
Protection 2

Buy-Sell Agreement Payouts

If you have a business partner, this is the one that protects your control. A buy-sell agreement is a contract that says what happens to an owner's share when they die, and life insurance provides the cash to buy that share — instantly, at a price you agreed on in advance.

Picture it: your 50/50 partner passes away. Without a funded agreement, their shares pass to their family — and now you're running your company with an heir who may want to sell, draw a salary, or interfere. With one, the policy pays out, you buy the shares, and their family walks away with fair value in cash. Everyone's protected.
  • You keep control of the business you built
  • The family gets fair value in cash, not an illiquid share
  • A price is set in advance, avoiding disputes and litigation
  • The transition is orderly, so clients and staff stay calm

Two ways to structure it

  • Cross-purchase: each owner buys a policy on the others and buys the shares directly
  • Entity (redemption): the business owns the policies and buys back the shares
  • Both are paired with a valuation method for the shares
  • Drafted with your attorney, funded with the policies
Protection 3

Loan Protection

Almost every business loan, SBA loan, or line of credit comes with your personal guarantee. That means if you're gone, the lender can come after your personal assets and your family's home. Loan protection makes the death benefit pay off that debt so it dies with you — not with the people you love.

Picture it: you carry a $400,000 SBA loan personally guaranteed. A policy sized to that debt pays it off at your passing, releasing the guarantee — instead of your spouse inheriting a loan on a business they may not want to run.
  • Clears personally guaranteed debt so it can't touch your family
  • Satisfies lender requirements — many banks require it to approve financing
  • Protects the business's credit and its ability to keep operating
  • Can be matched to the loan term to keep it affordable

Good to know

  • Coverage is typically sized to your outstanding balance
  • Term coverage can match a 5, 10, or 15-year loan
  • Permanent coverage can protect ongoing lines of credit
  • Often assigned to the lender as collateral
More than a safety net

What the right policy does for you while you're alive

Permanent business coverage can do more than pay a claim — it can be an asset you use.

Cash valueAccess capital for opportunities or emergencies
Tax-advantagedDeath benefit generally income-tax-free
RetentionReward and keep your best people
LegacyPass the business on without tearing the family apart
Simple process

Getting protected is simpler than you think

1

Map the risk

We look at your revenue, partners, personal guarantees, and goals for the business.

2

Size the coverage

Key person value, buy-sell price, and loan balances tell us how much and what type.

3

Structure it right

We coordinate ownership, beneficiary, and — where needed — your attorney and CPA.

4

Put it in place

Apply, get approved, and know your business and family are covered. No pressure.

Personal guidance

Why owners work with Sheena

You don't have time for jargon or a sales pitch. You want a straight answer about what protects your business and what it costs.

  • Plain-English explanations built for busy owners
  • Coverage sized to your real numbers, not a template
  • Coordination with your attorney and CPA on structure
  • Honest guidance on term vs. permanent for each job
  • One plan that protects the business and your family
  • Support that continues as your business grows

Build Smart. Grow Fearlessly. Protect Everything.

You took the risk to build something. Let's make sure it outlasts you — for your partners, your team, and your family.

Owner questions, answered

Frequently asked questions

Should I get term or whole life insurance as a business owner?
It depends on the job the policy has to do. Term is inexpensive and ideal for temporary, defined needs — matching a 10-year loan or covering a key person until a certain milestone. Whole/permanent costs more but never expires and builds cash value, which fits needs that will always exist: a buy-sell that must stay funded, lifelong family protection, succession, and using cash value as a business resource. Many owners use both — term for the debt, permanent for the pieces that have to last a lifetime.
Do I need separate policies for my business and my family, or can one policy cover both?
Often you'll want separate coverage, because business and personal needs usually have different owners and beneficiaries — a key person or buy-sell policy is owned by the business or your partner, while a family policy is owned by you and names your loved ones. That said, a single personally owned permanent policy can do more than one job (protect the family and clear personal debt), and its cash value can back business needs. The key is getting ownership and beneficiary right for each purpose. We'll map which needs can share a policy and which shouldn't.
As a sole proprietor with no employees or partners, what kind of life insurance do I even need?
You don't need key person or buy-sell coverage, but you likely still have real exposure. As a sole proprietor, your business income is your family's income, and business debts and personal guarantees can follow your estate. A personally owned policy can replace that income, pay off business and personal debt, cover the cost of winding the business down or selling it in an orderly way, and leave your family a legacy instead of a liability.
Can I use a whole life policy's cash value to fund business expenses or emergencies?
Yes — that's one of permanent life insurance's biggest advantages for owners. Once a policy has cash value, you can generally access it through a policy loan or withdrawal to fund inventory, equipment, payroll gaps, or emergencies, usually without a credit check or lender approval, and on your own repayment terms. Keep in mind that an unpaid loan reduces the death benefit, interest applies, and you need available cash value first — so it's a tool to design and manage, not a guarantee.
What happens to my business when I die if I don't have a buy-sell agreement in place?
Your ownership share passes to your estate and then to your heirs under your will or state law with no agreed price and no cash to complete a buyout. In practice that can mean your surviving partner is suddenly co-owner with your spouse or children, disputes over value and control, a forced sale at a low price, or the business unraveling entirely. A funded buy-sell agreement replaces that chaos with a clear, pre-agreed, pre-funded plan.
How does life insurance fund a buy-sell agreement, and how do I set one up?
The agreement is a legal contract that commits each owner (or the business) to buy a departing owner's share at a set price using a set method. Life insurance provides the money: each owner is insured, and at death the proceeds are used to buy the shares from the estate — instantly and in cash. To set one up: (1) agree on a valuation method, (2) have an attorney draft the agreement, (3) choose a structure (cross-purchase or entity/redemption), and (4) fund it with policies whose ownership and beneficiary match the structure. We handle the insurance piece and coordinate with your attorney and CPA.
How do I figure out how much coverage to put on my business partner?
Start with the value of their ownership share — a business valuation multiplied by their percentage — since that's what you'd need to buy them out. Then layer in anything else their absence triggers: business debt they personally guarantee and the "key person" cost of replacing what they do day to day. A current, agreed valuation is the foundation; we help translate it into the right coverage amount.
Can I deduct life insurance premiums as a business expense if I'm self-employed?
Generally no. When the business or owner is directly or indirectly a beneficiary — which covers key person, buy-sell, and most owner coverage — the premiums are not tax-deductible. The trade-off is a big one: because you pay with after-tax dollars, the death benefit is generally received income-tax-free. Narrow exceptions exist (for example, certain group-term coverage for employees, or premiums treated as taxable compensation in an executive bonus arrangement). This is general information, not tax advice — confirm your specific situation with your CPA.
Is the death benefit from a business life insurance policy taxable to the company or my heirs?
Life insurance death benefits are generally received income-tax-free, whether paid to the company or to individual heirs. There are important exceptions to plan around: employer-owned policies must follow specific notice-and-consent rules before issue or part of the benefit can become taxable, and a "transfer-for-value" (selling an existing policy) can create taxable proceeds. Note too that income-tax-free doesn't mean estate-tax-free — that's a separate question below. Confirm details with your tax professional.
How do I use life insurance to pass my business on to my kids without destroying the family?
The classic problem: one child works in the business and should inherit it, but leaving it only to them feels unfair to the others — and splitting it forces people who don't get along into co-ownership. Life insurance solves this through estate equalization: the child in the business inherits the company, and a life insurance benefit gives the other children an equal inheritance in cash. It can also provide liquidity to pay any estate taxes so the business doesn't have to be sold. Structured well (sometimes through a trust), it keeps the business intact and the family whole. This works best coordinated with an estate attorney.
What happens to estate taxes when my business is the beneficiary of my life insurance policy?
If your business is the beneficiary and you own the business, the death benefit generally increases the company's value — which raises the value of your ownership interest in your taxable estate, potentially increasing estate taxes. Holding "incidents of ownership" over a policy can also pull it into your estate. A common fix is to have an irrevocable life insurance trust (ILIT) own the policy so the proceeds stay outside your estate, or to structure ownership so the benefit isn't counted against you. Because estate-tax rules are technical and personal, this is one to plan with an estate attorney and CPA — we'll make sure the insurance is structured to support that plan.

The answers above are general education, not legal or tax advice. Your situation is unique — we'll coordinate with your attorney and CPA to get the structure right.

Free business coverage review

Protect the business, the partnership, and the people who depend on you

Tell Sheena about your business and get a clear, no-pressure plan for key person coverage, buy-sell funding, and loan protection — sized to your real numbers.

Key person, buy-sell & loan protection
Coordinated with your attorney & CPA
Protects your family too
Straight answers, no pressure
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© Custom Pointe Financial. To opt out of calls, ask to be placed on our Do Not Call list or contact 551-400-8274. Business life insurance strategies, including key person coverage, buy-sell agreements, and collateral assignments, involve legal and tax considerations that vary by entity type, state, and individual circumstances. Guarantees are based on the claims-paying ability of the issuing insurer. This page is for informational and educational purposes only and is not a contract, an offer of coverage, or legal, tax, or financial advice; consult your own attorney and CPA before implementing any strategy.