Illustrata Official Launch
Illustrata Launches API-First Platform to Transform Life & Annuity Illustration Technology
Charlotte, NC — November 12, 2025
Illustrata, a new technology company focused on modernizing illustration and rate distribution for life and annuity carriers, today announced its official launch. Built on an API-first architecture, Illustrata replaces or improves legacy illustration systems by using a faster, more flexible, and cost-efficient cloud-based platform.
Illustrata is designed to solve long-standing challenges with traditional illustration environments—simplifying integration, accelerating deployment, and reducing the total cost of ownership for carriers and their distribution partners.
Breaking Free from Legacy Limitations
By converting ready-to-use actuarial tools into cloud-based illustration systems, the platform enables carriers to:
- Launch faster – Deploy full illustration functionality in weeks, not months
- Reduce costs – Avoid exorbitant implementation and customization expenses
- Simplify development – Generate illustrations directly from existing actuarial tools
- Customize outputs – Produce branded, compliant illustrations that are easy to update
- Enable dynamic displays – Show real-time values that update instantly
- Automate updates – Push rate changes instantly across channels — no manual edits
Proven Track Record from Day One
Illustrata is already powering illustration systems for two innovative annuity carriers focused on bringing competitive products to market quickly. They selected Illustrata for its speed, flexibility, seamless integration capabilities and highly competitive pricing.
Bobby Samuelson, Co-founder & CEO of Illustrata says “Illustrations don’t have to be so difficult. We founded Illustrata to make them easier to build, cheaper to maintain, and better to use. This is the way illustrations are supposed to work.”
Industry Expertise Driving Innovation
Samuelson is also the CEO of Life Innovators, an independent life insurance and annuity product development firm. He formerly served as Senior Vice President and Head of Life Insurance and Annuity Product Development and Pricing at Brighthouse Financial and Vice President of Life Product Development at MetLife.
Marshall Tilley, also of Life Innovators and formerly of FIS, co-founded Illustrata and leads the company’s overall platform and strategy.
Caleb Shumpert, a seasoned data analyst at Life Innovators, co-founded Illustrata and leads the company’s solution development.
Ian Martens, formerly of Ernst & Young, leads day-to-day operations, business development and client relations.
Contact Us
Illustrata is available immediately to life and annuity carriers nationwide.
For more information about Illustrata, visit illustrata.io or contact ian@illustrata.io.