Would you buy life insurance from Jay-Z and Will Smith?

You’re damn right you would.

I asked if you’d buy homeowners insurance from Amazon the other day. Most of the replies were yes.

This one might be more of a stretch…

Ethos, the company that bills itself as making life insurance accessible, affordable and simple, has officially come out of stealth with an $11.5 million investment led by on of the world’s top venture firms, Sequoia Capital, and additional participation from the family offices of Hollywood’s biggest stars and an NBA all-star.

Jay Z’s Roc Nation,  the family funds of Kevin Durant, Robert Downey Jr. and Will Smith all participated in the new round for Ethos, and Sequoia Partner Roelof Botha is taking a seat on the company’s board. Because nothing says star power like a life insurance startup.

Keep reading at TechCrunch:

Celebrity funds from Jay Z, Will Smith and Robert Downey Jr. are backing a life insurance startup (TechCrunch)