Compare life insurance quotes
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Customer satisfaction: J.D. Power 2026
| Rank | Insurer | Score (out of 1,000) |
|---|---|---|
| 1 | Nationwide | 701 |
| 2 | State Farm | 692 |
| 3 | Mutual of Omaha | 680 |
| – | Industry average | 649 |
Source: J.D. Power 2026 U.S. Individual Life Insurance Study, October 2026. In 2025, Mutual of Omaha ranked first (707), followed by State Farm and Nationwide.
The study found trust fell sharply in 2026, and a single negative experience, such as difficulty reaching a representative or an unexpected fee change, cut trust scores by 96 points. Satisfaction with policies bought directly online fell to 684, while satisfaction with agent-sold policies rose to 645.
Financial strength
| Insurer | AM Best rating | Notes |
|---|---|---|
| Northwestern Mutual | Highest available | Top ratings from all four major agencies for 34 years (as of Dec 2024) |
| Guardian | A++ | Affirmed September 2025 |
| Nationwide | A+ | Affirmed November 2025 |
| State Farm Life | A+ | Lowered from A++ in November 2025; outlook stable |
| Mutual of Omaha | A+ | Affirmed March 2025 |
| Banner Life | A | Lowered from A+ in March 2026 after a change of ownership |
Sources: AM Best announcements via Business Wire; Northwestern Mutual. A++ and A+ are “Superior”; A and A- are “Excellent.”
Ratings matter more for life insurance than most products, because a policy may not pay out for 30 years or more. All the insurers above are rated A or better.
What each insurer is known for
Nationwide
Top for satisfaction in 2026, up from third in 2025, and Nationwide says it led in five of the study’s satisfaction areas. Its life companies are rated A+ by AM Best.
State Farm
Second for satisfaction and sold through a large local agent network, which suits buyers who want face-to-face advice. Its AM Best rating was lowered one notch to A+ in late 2025.
Mutual of Omaha
Ranked first in 2025 and third in 2026. Rated A+ by AM Best, it sells term cover and policies aimed at older buyers, including final expense cover.
Guardian and MassMutual
Mutual insurers with strong ratings and a focus on whole life. NerdWallet notes Guardian offers term cover from $100,000 to $10 million for qualifying HIV-positive applicants, and MassMutual sells whole life from age 0 to 90. Most policies need a medical exam and an agent.
New York Life and Northwestern Mutual
Large mutual insurers suited to permanent cover and financial planning. NerdWallet found Northwestern Mutual had the lowest complaint ratio of more than 50 insurers it reviewed. New York Life also issues AARP’s life policies for members aged 50 and over.
Online term options
Digital insurers such as Lemonade (term from 10 to 40 years, not in New York) and Ladder ($100,000 to $3 million, ages 20 to 60) let healthy applicants buy online, often without an exam. See our no-exam life insurance guide.
How to choose
- Decide the type and amount first. See how much life insurance you need and term vs. whole life.
- Get quotes from at least three insurers. Each underwrites health conditions differently, so one may place you in a better class.
- Check the rating (A or better) and complaint history.
- Compare riders and conversion options, especially the right to convert term to permanent cover; see riders explained.
- Consider an independent agent or broker if you have health issues; they can shop several insurers at once.
Frequently asked questions
Which life insurance company has the best customer satisfaction?
Nationwide ranked highest in J.D. Power’s 2026 study with 701 points, followed by State Farm (692) and Mutual of Omaha (680).
What AM Best rating should a life insurer have?
A or better is a common benchmark. Guardian is rated A++; Nationwide, State Farm Life and Mutual of Omaha are A+.
Is it better to buy life insurance online or through an agent?
Online is faster for healthy people buying simple term cover. Agents help with permanent policies, complex health histories and comparing several insurers.
Can I switch life insurance companies?
Yes, but keep your old policy until the new one is in force, and remember a new policy restarts the two-year contestability period and is priced at your current age and health.
Are mutual life insurers better?
Mutual insurers are owned by policyholders and may pay dividends on whole life policies. They aren’t automatically cheaper for term cover, so compare quotes.
Sources
- J.D. Power – 2026 U.S. Individual Life Insurance Study
- Nationwide newsroom – Nationwide tops J.D. Power 2026 study
- Business Wire – AM Best affirms Nationwide ratings (Nov 2025)
- Business Wire – AM Best rating action on State Farm (Nov 2025)
- Business Wire – AM Best affirms Mutual of Omaha (Mar 2025)
- Business Wire – AM Best affirms Guardian (Sept 2025)
- Northwestern Mutual – Highest available financial strength ratings (Dec 2024)
- Business Wire – AM Best rating action on Banner Life (Mar 2026)
- NerdWallet – Best life insurance companies 2026
- NerdWallet – Best no-exam life insurance 2026
- North Carolina Department of Insurance – Life insurance FAQs
Insurance prices, discounts and rules change often and vary by state. Figures were checked in October 2026; confirm details with the insurer or your state insurance department.