Lincoln Financial is backed by strong financial ratings and high renewal confidence from its customers. It stands out for its stability, consistent service experience, and a product lineup that tends to work well for buyers.
Nupur Gambhir is an insurance expert and managing editor of Insure.com. She specializes in life and health insurance content, and has experience as a marketing consultant.
Scott Nyerges is an insurance expert and managing editor, insurance. Previously, he was a senior insurance editor and content strategist at U.S. News & World Report, and worked for Consumer Reports, MSN and Cheapism.com.
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Lincoln Financial lands at No. 12 in our 2026 rankings with a rating of 4.35 out of 5 — a performance shaped by a strong customer experience and reliable support. Customers rate the company highly for trust and loyalty, which says a lot about how the experience holds up once the policy is in place.
Where Lincoln stands out most is its long-term dependability, as evidenced by strong trust scores, high renewal intent, and consistent results across service, policy access, and everyday interactions. While customer satisfaction is lower than that of some higher-ranked competitors, people who choose Lincoln tend to stay.
Lincoln Financial’s strengths are evident in the day-to-day aspects of owning a policy. Policyholders report smooth billing, solid ease of service, and reliable access to documents and account tools. These areas work together to create a stable experience — the kind that helps people feel confident keeping their policy over time.
Customer satisfaction is on the lower side compared with higher-ranked competitors, but Lincoln’s consistency across service-oriented categories helps offset that. The company delivers enough stability that customers may be willing to overlook some of the service’s weaker points and remain loyal.
Here’s a look at how Lincoln Financial compares to competitors:
This is where Lincoln Financial stands out most. Customers who choose it tend to keep their policies for the long term, which speaks volumes about the trust and confidence they feel once they’re on board. Such commitment demonstrates that people feel secure in the company’s financial strength and the steady service it provides year after year.
Lincoln Financial’s experience aligns best with young adults, who often prefer a robust digital experience, and seniors, who tend to value stability and dependable long-term support. Older adult buyers rate the experience slightly lower.
Lincoln Financial’s average annual premium is $292, which is almost 24% less than the industry average of $382. That makes it one of the more affordable insurers in this year’s rankings.
For shoppers, that means you’re getting long-term reliability and strong trust signals at a lower-than-average price — a combination that can save you hundreds or even thousands over a 20- or 30-year policy while still giving you confidence that the company will be there when you need it.
Here’s how Lincoln compares with similar competitors:
Lincoln Financial offers a flexible lineup designed to support both short-term needs and long-term planning:
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Methodology
In 2025, Insure.com surveyed more than 2,000 insurance consumers through independent research firm Dynata. Customers named their life insurer and rated it on customer satisfaction, ease of service, policy offerings, billing, and their experience across different applicant types (seniors, middle-aged adults, young adults, people with pre-existing conditions, people who are overweight, and people who prefer no-exam coverage). We also asked whether they planned to keep their policy, would recommend their insurer, and trusted their insurer.
For insurers with enough survey responses, we added:
With guidance from Prof. David Marlett, Ph.D., Managing Director of the Brantley Risk and Insurance Center at Appalachian State University, we applied the following weights to determine each company’s final score:
Each insurer received a rating between 0.5 and 5 stars, with 5 stars representing the highest performance.