Prudential received 4.52 out of 5.0 stars in our ranking for the Best Life Insurance Companies in 2025. The insurer offers below-average rates, and all surveyed customers said they plan to renew their policy.
Kara McGinley has over 6 years of experience writing, editing, and reporting on insurance and the insurance industry. She's been a licensed property and casualty expert in New York since 2021. Kara has been featured in several national publications, including USA TODAY, MSN, LifeHacker, Kiplinger, PropertyCasualty360, Policygenius, Rental Housing Journal, and WRAL.
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.
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Prudential scored 4.52 stars out of 5.0 in our 2025 Best Life Insurance Companies ranking. AM Best, a third-party credit rating agency, gave Prudential an A+ (Superior) score — the second-highest a company can get, showing that Prudential is a financially sound company. It’s important to consider an insurer’s financial strength because it indicates the company’s ability to pay out claims.
Of the customers we surveyed, 100% said they plan to renew their life insurance policy with Prudential, and 96% said they’d recommend the company. Surveyed customers also rated the company highly for its ease of billing process.
Below is our review of the company. It’s based on third-party metrics and an in-depth survey of insurance customers. Find the full methodology here, including an explanation of our survey scores.
AM Best's Financial Strength Rating is an independent opinion of an insurer's financial strength and ability to meet its ongoing insurance policy and contract obligations.
About 77% of customers we surveyed reported being satisfied with the insurer’s customer service, which is around an average score in our analysis. However, in J.D. Power’s customer satisfaction study, Prudential ranked below average, with 626 out of 1,000 points. State Farm came in first place with 699 points.
Prudential offers below-average premiums compared to the national average, costing $361 per year for a 20-year term policy for a 35-year-old non-smoker with a $500,000 death benefit. However, companies like AIG, New York Life, Mutual of Omaha, and MassMutual all offer cheaper rates.
Customers want a hassle-free insurance experience. When compared to other insurers surveyed, 78% of Prudential’s customers gave it high marks.
A wide range of policy offerings makes it easier for customers to get the coverage they need.
Of the customers surveyed, 78% are satisfied with Prudential’s policy offerings. Several competitors scored higher than Prudential in this category.
Trust is a vital part of the relationship between an insurer and its policyholders.
Nearly all of Prudential’s customers that we surveyed reported trusting the company, with the insurer scoring 99% in this category. The only company that scored higher was Northwestern Mutual.
Happy customers are loyal customers. All of Prudential’s policyholders said they’d renew with the insurer. Most companies we analyzed scored high in this category.
Note: Prudential life insurance is available in all 50 states and Washington, D.C.; however, coverage availability can vary by location.
Prudential is a Fortune 500 company that provides insurance, retirement and investment products. It is the second-largest life insurance company in the U.S.
Founded in Newark, New Jersey, in 1875, Prudential has become one of the world’s largest financial services companies, with $1.35 trillion of assets under management.
Prudential focuses on insurance, investment and retirement income.
J.D. Power. “Individual Life Insurance Study.” Accessed March 2025.
Insure.com in the fall of 2024 surveyed more than 1,750 insurance consumers (973 people with life insurance). The survey was conducted by online market research company Slice MR.
Respondents were asked to name their life insurer and then grade it in the following categories:
The percentage of respondents who said they were satisfied or very satisfied with their insurer is presented in the results.
We then asked respondents to provide a yes or no response to indicate their agreement with the following statements:
The percentage of respondents who said yes is presented in the results.
The editors compiled the survey results and then selected – based on the number of survey responses – the top companies for further evaluation.
They then collected AM Best data, which measure financial strength, and National Association of Insurance Commissioners’ complaint data, which ranks a company by the number of customer complaints it receives. The Insure.com team identified the NAIC codes of each underwriting company for each carrier and calculated a weighted average complaint index, weighted by the annual written premium. The associated NAIC complaint index score was used in the calculations.They also collected insurance rate data from Compulife.
With the help of Prof. David Marlett, Ph.D., Managing Director of the Brantley Risk and Insurance Center at Appalachian State University, the editors created a rating system to determine which insurance companies were best in each sector. For life insurers, we took the following and gave each a weight.
Each insurer was awarded between half a star and 5 stars. No company in the ranking received less than half a star in any category, and 5 stars was the most any insurer could receive.