Heartland National Life launches Secure Select hospital indemnity plan

Heartland National Life Insurance Company has launched Secure Select Hospital Indemnity, a new supplemental health product designed to help consumers manage out-of-pocket medical costs and expand coverage beyond a hospital stay. The plan rolls out in approved states starting October 5, 2026, with more states to follow as regulators sign off.

Why it matters: - Secure Select is aimed at reducing the financial hit from deductibles, copayments and coinsurance that can follow an unexpected medical event. - The product is designed to fill coverage gaps for people with major medical insurance or Medicare Advantage. - The launch adds a broader supplemental health option for consumers who want coverage that is easier to understand and use.

What happened: - Heartland National Life Insurance Company announced Secure Select Hospital Indemnity on October 5, 2026. - The new product is the company’s latest supplemental health insurance offering. - The plan will be available in approved states beginning October 5, 2026. - Additional states will be added as regulatory approvals are received.

The details: - Secure Select combines customizable hospital benefits with built-in coverage for emergency room, urgent care, observation, recovery room and mental health hospitalization. - Optional benefits include outpatient care, skilled nursing, diagnostic testing, therapy, cancer, prescription drugs, home health care, and dental, vision and hearing. - The plan uses issue-age rates and has no policy fee. - Guaranteed issue is available for ages 64–74. - Hospital benefits range from $100 to $1,000 per day. - The daily base plan benefit does not require a minimum number of hours. - Base benefits restore after 30 days or immediately for a new accident or sickness. - Brandon Reid, Heartland National’s chief marketing officer, said the company built the product from feedback from insurance professionals and consumer experience in the field. - Reid said the goal was to address broader financial exposure around the full healthcare experience, not just hospital admission and discharge. - Micheletti said the company tried to reduce unnecessary fine print and build benefits that are straightforward and meaningful at claim time.

Between the lines: - Heartland National is positioning Secure Select as a simpler alternative to more complex supplemental coverage. - The inclusion of mental health hospitalization and optional benefits beyond the hospital stay suggests the company is targeting broader real-world use cases, not only inpatient claims. - The guaranteed issue age band points to a focus on older consumers who may be more exposed to out-of-pocket costs.

What's next: - Secure Select will expand into more states as regulatory approvals are completed. - Independent insurance professionals will remain the main distribution channel for Heartland National’s annuity and supplemental health products. - Consumers in approved states can begin accessing the new plan as of October 5, 2026.

The bottom line: - Heartland National is betting that broader benefits, simpler rules and flexible pricing will make hospital indemnity coverage more useful when medical bills start stacking up.