Wealth insurtech Nitrogen has launched Insurance Center, an AI insurance tool for advisors who need to calculate client coverage needs inside a wider financial plan.
The product reviews household data, life insurance details, retirement income projections and long-term care information, then produces a Coverage Number.
The score compares a client’s existing insurance cover with the calculated need. Insurance Center also gives advisors a best interest assessment for annuity coverage.
Nitrogen says a score between 80 and 120 usually means the client sits on track. A score below 100 gives the advisor a reason to discuss possible insurance gaps. A score above 100 flags excess coverage, where the client pays for protection the financial plan doesn’t support.
Insurance products remain complex, and the sales process often feels heavy. Dan Zitting, CEO of Nitrogen, said the company wanted to make insurance easier for clients and advisors to discuss.
It isn’t simple to talk through death, income loss or long-term care, so the Coverage Number gives both sides a clearer way to see whether the plan points to underinsurance, overinsurance or a more suitable insurance mix.
Dan Zitting, CEO of Nitrogen
A LIMRA study released last year found adults aged 30 and younger overestimated the median cost of life insurance policies by about 10 to 12 times. For advisors, the gap between perceived cost and real cost leaves room for better planning conversations, not sales pressure dressed up as advice.
LPL Financial ranks among the early adopters. Zitting told InvestmentNews tens of thousands of advisors already use Nitrogen products, and about 80% of those advisors work with insurance in some form. LPL has approved Insurance Center for its advisor network.
Nitrogen plans to sell Insurance Center as a standalone service. Advisors who already use Nitrogen products also get the option to add it to existing plans.
Justin Boatman, CMO and head of product strategy at Nitrogen, said the company’s risk number avoids a sales bias. A score of 80 or 20 isn’t good or bad on its own, he said. The goal is to match the client’s best interest, even when the assessment shows the client already has enough cover or carries more insurance than needed.
That point matters. According to Boatman, Insurance Center won’t bend toward selling a policy when the client assessment says the person looks well covered or over-covered. In plain terms: the math has to beat the pitch.
Nitrogen, formerly Riskalyze, was founded in 2011 and changed its name in 2023. Zitting replaced founder Aaron Klein as CEO the same year.
Insurance Center uses Nucleus, Nitrogen’s AI agent. The company first introduced Nucleus in February as tax support for advisors, then expanded it into insurance planning.
Nitrogen announced Insurance Center at LPL Focus, the advisor event held August 9 to 12 in San Diego. The company also announced Nucleus Account Opening, a tool built to automate investment proposals into new accounts. Schwab became Nitrogen’s first account opening partner.
