Live API pull, June 4, 2026. Country: US, Active status: ACTIVE.
Meta Ad Library keyword search returns results by creative text match, not by brand. The major aggregator competitors (EverQuote, The Zebra, Insurify, SmartFinancial, QuoteWizard) do not put their brand names in creative copy — they use product pages with neutral names ("Auto Savings," "Compare Quotes," etc.). As a result, brand-keyword searches return zero matches for these competitors via the API.
The competitive teardown produced May 13 (/Users/mo/Desktop/military.com/deliverables/07_competitive_teardown.md) covers these competitors in depth using public 10-K data and other sources. This appendix focuses on what the live Ad Library search DID surface.
| Field | Value |
|---|---|
| Page ID | 220855334603609 |
| Page Name | The Military Wallet |
| Active ads (matching the search) | 3 |
| Common creative copy | "Did You Serve? You Might Save »" |
| Created | Late Feb 2026 |
This is a direct competitor in Military.com's exact niche. Same target audience (veterans/active duty), same product (insurance comparison), running on the same Meta auction.
It's running active despite SAC restrictions. The "Did you serve?" framing should arguably trip Meta's sensitive-attribute detector (military/veteran status). The fact that it's running suggests: - It's NOT flagged as sensitive by Meta's classifier - OR The Military Wallet has been operating long enough that the policy treatment is lenient on this specific brand - This is a hook angle Military.com COULD test under SAC if it's actually allowed
Identical hook strategy to Military.com's "Veteran-VO" creative concept. Military.com's Veteran-VO ads also use military-identity framing, but they've been deprioritized (per Mo's v3 audit: 0.90 ROAS, loses money). The Military Wallet is doubling down on what Military.com just walked away from.
Hypothesis worth testing: The Military Wallet may target a different lifecycle stage. "Did you serve?" is an identity-confirmation question (works for cold/discovery). Military.com's "Easily Compare Quotes" + "Save 15% or More" is an offer-led hook (works once identity is established). The two hooks may work at different funnel stages.
| Page ID | 222591640945329 |
| Page Name | Veteran Life Insurance |
| Creative copy | "Protect your spouse and your retirement. Straightforward life insurance for veterans." |
Adjacent vertical (life insurance, not auto/home), but uses two angles Mo's audit hasn't surfaced:
Both are family-financial-security framings that Military.com's auto creative does NOT use. The Family-outside and Loading-car-2 creatives are family-themed but not retirement-themed. Test hypothesis: a "Protect your family's finances on insurance" hook in Military.com's Auto BAU might convert at lower CPL than the "Lower-Your-Auto-Insurance" cost-led hook.
The May 13 deliverable 07_competitive_teardown.md covers EverQuote, The Zebra, Insurify, SmartFinancial, QuoteWizard direct in depth. Five key angles Mo identified that Military.com isn't running:
| Angle | Mo identified competitor | Live status (this scan) |
|---|---|---|
| Spouse-angle creative | EverQuote, Insurify | Confirmed — Veteran Life Insurance is running it in adjacent vertical. Military.com still has zero spouse-specific creative. |
| Interactive quiz/calculator hook | SmartFinancial, The Zebra | Couldn't verify via this search; Mo's source observation stands. Military.com has Moving-To-Do-List (calculator-adjacent at $41/CPL Max Val); not winning. |
| Real-veteran UGC | Under-utilized everywhere | Confirmed under-utilized. The Military Wallet uses static graphics. No competitor is running authentic veteran UGC at scale in this scan. Defensible moat for Military.com still unbuilt. |
| Mobile-native (9:16 first-frame, captions, finger-tap CTAs) | Industry-trending | Couldn't verify; competitor format mix not in API output. |
| Specific dollar/monthly-payment framing | Better than generic savings | Military.com uses generic "Save 15% or More" — competitor Military Wallet uses "You Might Save" (identical generic framing). Both leave money on the table by not using specific dollar amounts. |
The Military Wallet is the most direct competitor surfaced live. Same audience, same product, same hook strategy as Military.com's deprioritized Veteran-VO concept. Worth watching as a competitive signal: if The Military Wallet scales spend, they're validating the identity-led hook in the current SAC environment.
Spouse-angle creative is still a Military.com gap. Veteran Life Insurance proves the angle works in adjacent vertical. Military.com Auto BAU has no spouse-specific variant.
Real-veteran UGC remains the moat nobody is taking. Across all live competitive scans, no competitor is running authentic-veteran-on-camera creative. Military.com is the only player with the audience, brand permission, and editorial relationships to ship this credibly.
The "Did You Serve?" hook is running in the SAC environment without obvious penalty (The Military Wallet has 3 active ads with this copy). This contradicts Mo's earlier compliance-safe framing in 02_creative_engine_plan.md which advised avoiding identity-confirmation hooks. Re-test hypothesis: military-identity hooks may not be Meta-policy-blocked in 2026 the way they were earlier. This is worth verifying in-product before writing off this angle.
No EverQuote/Zebra/Insurify/SmartFinancial live ads surfaced via brand-keyword search. Either they're running under different page names, using only product-neutral copy, or temporarily out of the auction. Use the May 13 teardown as the canonical competitive view for those brands.
Open Meta Ad Library directly at facebook.com/ads/library, search by page name (not keyword) for:
- EverQuote
- Insurify
- SmartFinancial
- The Zebra
- QuoteWizard
- The Military Wallet (priority — direct competitor)
- Veteran Life Insurance (priority — adjacent angle insights)
For each, capture: format mix (static vs video), top-running ad concept, hook style, landing approach. This 30-minute manual sweep produces a sharper teardown than the keyword API can.