Ethos Technologies advertising spend, FY2025

Ethos Technologies (LIFE) reported $100M of advertising expense for the fiscal year ended Dec 31, 2025. That is 25.8% of revenue of $388M. Up 57.8% from FY2024.

Ad spend, FY2025

$100M

year ended Dec 31, 2025

Change vs prior year

+57.8%

vs FY2024

Share of revenue

25.8%

of $388M revenue

Rank by ad spend

#342

of 458 companies

Key facts

Ad spend is 1.6x its FY2024 level ($63.4M), in line with revenue (1.5x).
Ethos Technologies spends more on advertising than 25% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 5.7x the median of 4.6%.

Ad spend by fiscal year

Ad spend as % of revenue

History

Download CSV

Fiscal year	Period end	Ad spend	YoY	Revenue	Ad / revenue	Tag	Filing
FY2025	Dec 31, 2025	$100M	+57.8%	$388M	25.8%	AdvertisingExpense	10-K Mar 17, 2026
FY2024	Dec 31, 2024	$63.4M	n/a	$255M	24.9%	AdvertisingExpense	10-K Mar 17, 2026

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Ethos Technologies in latest-year ad spend.

Rank	Company	Ad spend	Ad / revenue	YoY	Fiscal year
336	Churchill Downs	$102M	3.5%	+12.3%	FY2025
337	AutoZone	$101M	0.5%	-7.6%	FY2026
338	Sonic Automotive	$101M	0.7%	+19.8%	FY2025
339	A. O. Smith	$101M	2.6%	+0.8%	FY2025
340	Alaska Air Group	$101M	0.7%	+4.1%	FY2025
341	Wise Group	$101M	4.0%	+60.8%	FY2026
342	Ethos Technologies	$100M	25.8%	+57.8%	FY2025

Full ranking of 458 companies · Biggest increases #26 · Highest ad-to-revenue #28

Questions

How much does Ethos Technologies spend on advertising?

Ethos Technologies spent $100M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 17, 2026.

What percentage of revenue does Ethos Technologies spend on advertising?

25.8% of revenue in fiscal 2025 ($100M of $388M). The median across the 458 companies tracked is 4.6%.

Is Ethos Technologies spending more on advertising?

Yes. Ad spend rose 57.8% in fiscal 2025 from fiscal 2024.

How does Ethos Technologies rank by advertising spend?

#342 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Ethos Technologies's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing: 10-K for FY2025, filed Mar 17, 2026
Accession number: 0001193125-26-108887
Company: Ethos Technologies Inc., CIK 1788451, SIC 6411 (Insurance Agents, Brokers & Service)
Data: SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite: Ethos Technologies advertising spend, FY2024-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 17, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/ethos-technologies/advertising-spend/
Download: CSV, all years · CSV, all 458 companies