Insurance technology platform Ethos Technologies has priced its initial public offering at $19 per share, according to a Bloomberg News report citing a person familiar with the matter. The price falls within the company's previously announced target range of $18 to $20 per share.

The San Francisco-based firm and its investors aim to raise up to $210.5 million by offering 10.5 million shares. The company has positioned itself as a disruptor in the life insurance sector, leveraging its proprietary platform and underwriting engine to streamline a traditionally lengthy process.

Ethos claims its technology transforms the buying, selling, and risk management of life insurance, enabling customers to secure coverage in minutes rather than months. This approach contrasts with the conventional model, which often involves extensive medical examinations and paperwork that can delay approval for weeks or longer.

The company's shares are scheduled to begin trading on the Nasdaq Global Select Market on Thursday under the ticker symbol "LIFE." The listing arrives as investor appetite for fintech and insurtech offerings shows signs of recovery amid a stabilizing market environment.