When it comes to buying life insurance, most people shop for a good price. They also tend to want a well-known brand name.

We surveyed current customers of large life insurance companies to ask about shopping for life insurance and customer satisfaction. We also asked whether they would choose the same company again.

New York Life is the best life insurance company in our survey. It topped the rankings with an average rating of five stars for overall satisfaction from customers.

Overall satisfaction rankings

Rank Company Overall satisfaction Would you choose the same company again?
1 New York Life

5 stars

Yes: 67% Maybe: 28% No: 5%
2 American General

4.5 stars

Yes: 88% Maybe: 10% No: 2%
3 John Hancock

4.5 stars

Yes: 78% Maybe: 17% No: 5%
4 Lincoln National

4.5 stars

Yes: 85% Maybe: 13% No: 1%
5 MetLife

4.5 stars

Yes: 70% Maybe: 27% No: 3%
6 Northwestern Mutual

4.5 stars

Yes: 73% Maybe: 23% No: 3%
7 Pacific Life

4.5 stars

Yes: 93% Maybe: 7% No: 0%
8 Primerica

4.5 stars

Yes: 85% Maybe: 12% No: 3%
9 State Farm Life

4.5 stars

Yes: 59% Maybe: 33% No: 8%
10 Transamerica

4.5 stars

Yes: 91% Maybe: 9% No: 1%
11 MassMutual

4 stars

Yes: 66% Maybe: 31% No: 3%
12 Guardian

3 stars

Yes: 93% Maybe: 5% No: 3%
13 Prudential

3 stars

Yes: 81% Maybe: 15% No: 4%
14 AXA Equitable

3 stars

Yes: 95% Maybe: 3% No: 2%
Source: Source: EverQuote, based on a survey of 2,250 life insurance customers of the companies in March 2018. Percentages might total more than 100 due to rounding.

Most likely to be chosen again

Among the life insurance companies included in the survey, AXA Equitable, Guardian Life and Pacific Life had the highest percentage of customers who said they would choose the companies again. In fact, Pacific Life had no customers in the survey who said they would not choose them again.

Company I would choose them again
AXA Equitable 95%
Guardian Life 93%
Pacific Life 93%

Price satisfaction ratings

Lincoln National was rated the top life insurance company for price satisfaction among customers we surveyed.

Company Price satisfaction ratings
Lincoln National 5 stars
American General 4.5 stars
John Hancock 4.5 stars
New York Life 4.5 stars
Pacific Life  4.5 stars
Primerica 4.5 stars
State Farm Life 4.5 stars
Transamerica  4.5 stars
MassMutual 4 stars
MetLife 4 stars
Northwestern Mutual 4 stars
Guardian  3.5 stars
Prudential 3.5 stars
AXA Equitable  3 stars
Source: EverQuote, based on a March 2018 survey of current customers of each company.

   Compare: Life insurance quotes

Comparing life insurance quotes from at least a few companies is important when shopping for life insurance. Among people who have regrets about their life insurance shopping experience, the biggest one was that they didn't shop around for prices more.

In addition, life insurance quotes will vary among insurers based on your age, health and other personal factors. Even if you have some medical problems, it's a good idea to shop around and compare rates.

What's your biggest regret from the last time you shopped for life insurance?

Close to half of people we surveyed wish they had compared prices more the last time they shopped for life insurance.

I wish I had shopped around for prices more 48%
I wish I had looked at ratings for customer satisfaction 21%
I wish I had researched coverage choices more 8%
No regrets 23%
Source: EverQuote, based on a survey of 2,250 life insurance customers in March 2018.     

Customer service satisfaction ratings

New York Life is the best life insurance company for customer service among the insurers in our survey.

Company Customer service satisfaction ratings
New York Life 5 stars
American General      4.5 stars
John Hancock 4.5 stars
Lincoln National 4.5 stars
Northwestern Mutual 4.5 stars
Pacific Life 4.5 stars
Primerica  4.5 stars
State Farm Life 4.5 stars
Transamerica  4.5 stars
MassMutual 4 stars
MetLife 4 stars
Guardian  3.5 stars
Prudential 3.5 stars
AXA Equitable     3 stars

Best website

We asked customers whether they had used their life company's website to get information about either life insurance or their own policies. Among those who had (85% of customers surveyed), State Farm Life's site received the highest rating.

How did you choose your life insurance company?

Life insurance customers we surveyed said that price and a well-known brand-name were important factors in their choice of insurer. Commercials and reviews played a role for about a third of people.


I shopped around for a good price 53%
I wanted a well-known brand name 49%
I considered ads/commercials 34%
I looked at online customer reviews 32%
I looked at ratings for customer satisfaction 28%
It was recommended by a friend or family member 26%
I wanted certain coverage options 25%
Other 1%
Source: EverQuote, based on a survey of 2,250 life insurance customers in March 2018. Respondents could choose more than one answer.

Methodology

EverQuote surveyed 2,250 current customers of large life insurance companies in March 2018. The survey was not open to the public on EverQuote.com.