Kevin Durant's latest bet

Ethos, the stealth insurtech firm that wants to make life insurance accessible, cheap, and easy, has officially come out of hiding with an $11.5m investment led by Sequoia Capital. But, your classic run of the mill VC giants aren't the only ones interested in this ever-growing industry… Of course, life insurance isn't a typical knee-jerk investment for Hollywood moguls, and hall-of-famers, but these days more venture capitalists are piling into the insurtech space. According to a May report, the number of venture capital investors joining the sector increased from 53 in 2012, to 217 in 2017 -- since that rise, those investors have shoved $9B into the industry. Why are they so interested in it? Life insurance is on the decline -- according to TechCrunch, only 60% of Americans have life insurance in 2018, down from 77% in 1989 -- and that's exactly why guys like Ironman and Beyonce's husband want a piece.