AdSwipeFile

Refreshed Nov 12, 2026

Ethos ads

The hooks, angles and offers behind Ethos’ Facebook and Instagram ads, filed by format and niche.

Live on Meta nowOn Ethos’s Meta page
252
Median runHow long its ads stay up
28 days
Against Finance / FintechNiche median 20 days
1.4×

The messages Ethos keeps paying for

Same idea, new creatives

  • “Exclusive”

    5 ads
    Ethos ad: “Exclusive”Ethos ad: “Exclusive”Ethos ad: “Exclusive”

    Running since Aug 2026.

  • “Dads, DO NOT get life insurance until you know THIS”

    2 ads
    Ethos ad: “Dads, DO NOT get life insurance until you know THIS”Ethos ad: “Dads, DO NOT get life insurance until you know THIS”

    Running since Sep 2026.

  • “Women in their 40s can get $2M life insurance with no med exam for $75/mo through Ethos — find out how”

    2 ads
    Ethos ad: “Women in their 40s can get $2M life insurance with no med exam for $75/mo through Ethos — find out how”Ethos ad: “Women in their 40s can get $2M life insurance with no med exam for $75/mo through Ethos — find out how”

    Running since Sep 2026.

How Ethos builds them

50 ads

What Ethos's ads are made of, row by row.

Free with an account.

Longest running

All 50

The Ethos ads that ran longest.

Free with an account.

Niche
Format
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Hook
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Winning means kept running: brands rarely keep paying for ads that lose.

50 ads

Ask your agent about these ads
A man in a striped shirt sits at a desk and explains what an IUL is. Text overlays appear throughout the video, defining terms and explaining benefits. The video aims to educate viewers about Indexed Universal Life insurance policies.
Active · 114 days
Ethos
The image shows a medical examination table in a clinical setting, with medical instruments mounted on the wall above it. Large white text is overlaid across the center of the image, detailing a life insurance offer for women in their 60s. A small red box with the word 'Exclusive' is positioned above the main text, and a disclaimer is printed in smaller text at the bottom.
Active · 101 days
Ethos
A static image shows a medical examination table in a clinical setting. Large white text is overlaid on the image, detailing a life insurance offer for men in their 60s. A small red box in the top left corner contains the word Exclusive.
Active · 91 days
Ethos
A photo of a medical examination room featuring an exam table and medical equipment on the wall. A red banner with white text sits in the bottom left corner, followed by several lines of white text detailing an insurance offer for men in their 60s. A disclaimer is printed in smaller text at the very bottom of the image.
Active · 90 days
Ethos
A photo of a medical examination room featuring an empty exam table with paper covering. White text is overlaid on the image, highlighting life insurance options for women in their 60s. A small red box in the top left corner contains the word Exclusive.
Active · 80 days
Ethos
A clean, minimalist graphic with a white background features a bold headline targeting moms in their 40s. Below the headline, two beige boxes display different coverage amounts and their corresponding monthly costs. A prominent dark green button invites the user to check their price, and a small disclaimer is placed at the bottom.
Active · 66 days
Ethos
A clean, minimalist graphic on a light beige background presents life insurance pricing. The top section displays the headline about no-medical-exam coverage, followed by a large $2,000,000 figure. Below this, a table lists monthly starting prices for ages 40, 45, and 50. A prominent dark green button at the bottom invites the user to check their price, with a small disclaimer and brand logo below it.
Active · 66 days
Ethos
A light green background features black text that warns fathers about life insurance. The ad lists common frustrations like paperwork and medical exams, then highlights a faster alternative with a specific policy example. A dark green button at the bottom invites the viewer to check their price.
Active · 66 days
Ethos
A clean, minimalist graphic with a white background and dark green text. The headline targets moms in their 40s, followed by key features about the insurance process. Two beige boxes display different coverage amounts and their starting monthly prices, with a prominent dark green call-to-action button at the bottom.
Active · 66 days
Ethos
A clean, minimalist graphic with a white background featuring bold black text at the top. Below the headline, two light-colored rectangular boxes display different life insurance coverage amounts and their starting monthly prices. A dark green button labeled 'Check my price' is centered below the boxes, followed by small disclaimer text and the brand logo.
Active · 66 days
Ethos
A light green graphic ad for Ethos life insurance. The headline warns fathers not to purchase insurance before reading the content. The body text lists the traditional inconveniences of applying for insurance and contrasts them with the brand's fast, exam-free process, including a specific price example.
Active · 64 days
Ethos
A clean, minimalist graphic with a white background and dark green text. The headline targets a specific demographic, followed by two boxes displaying insurance coverage amounts and their corresponding monthly starting prices. A call-to-action button is centered below the pricing boxes, and a small disclaimer is printed at the bottom.
Active · 60 days
Ethos
A woman stands in a walk-in closet, holding her phone up to a mirror to take a selfie. She is wearing a light pink sweater and dark jeans. Text is overlaid in the center of the image, detailing a life insurance offer for women in their 40s, with a small red 'Exclusive' badge in the upper left corner.
Active · 58 days
Ethos
A woman stands in a walk-in closet, looking into a mirror while holding her phone to take a selfie. She is wearing a light-colored sweater and has her hand raised to her hair. A red badge with the word 'Exclusive' is positioned above the main text, which details a life insurance offer for women in their 40s. A disclaimer about the offer is printed in small text at the bottom of the image.
Active · 54 days
Ethos
The video features a man sitting on a couch, speaking directly to the camera. Text overlays appear throughout the video, detailing a life insurance policy and the process of obtaining it. The man explains his personal experience with purchasing life insurance, contrasting the old method with a new online service. The overall tone is informative and practical, aiming to educate viewers on securing their family's financial future.
Active · 54 days
Ethos
A woman with graying hair holds a mug and looks off-camera. Text overlays her face and chest, detailing a personal realization about life insurance ending with employment and a solution found through Ethos. The video shows her taking a sip from the mug.
Active · 52 days
Ethos
A static image showing a luxurious, sunlit home office with a dark wood desk, a lamp, and a chair. A red badge with the word 'Exclusive' is placed in the upper left corner. Large white text overlaid on the image details a life insurance offer for millionaires, including the coverage amount, the monthly price, and the requirement for online health questions.
Active · 51 days
Ethos
A static image showing a desk in a sunlit room with a book open on it. Large white text is overlaid on the image, detailing a life insurance offer for millionaires. A red badge with the word Exclusive is placed in the top left corner. Small legal disclaimer text is at the bottom.
Active · 50 days
Ethos
A man in khaki shorts and a dark polo shirt stands in front of a garden with scarecrows and ghost decorations. Text overlays the image, stating that men on social security can get $200K life insurance for $101/mo through Ethos and to find out how. Smaller text at the bottom provides sample rate details.
Active · 32 days
Ethos
A woman wearing sunglasses is on a boat, looking forward. Text overlays the video, stating that moms can leave a $2.5M inheritance by getting life insurance through Ethos for only $91/mo and to find out how. There is also smaller text at the bottom with policy details. The scene is outdoors on the water with trees in the background.
Active · 32 days
Ethos

How Ethos makes its ads

What its ads are built from, by type, counted over the ads we have read.

What Ethos's ads are built from: who is in frame, the words, the structure, the top format and hook.

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How Ethos advertises on Facebook and Instagram

The library holds 50 ads from Ethos in Finance / Fintech, and 252 running on its Meta pages now. Its most common visual formats are Text Overlay (37 ads), Lifestyle Image (19) and Graphic Overlay (9). Its ads most often open on Relatability (12 ads), Demographic callout (11) and Bold claim (9) hooks. Its ads stay up a median 28 days, 1.4× the Finance / Fintech median of 20 days.

Brands like Ethos

Ethos by format

Ethos by hook

Niche