Customer satisfaction with life insurance companies was steady overall from 2024 to 2025, but there’s at least one big upset in J.D. Power’s latest ranking.
For the first time in five years, State Farm has been dethroned as America’s favorite life insurance company. Mutual of Omaha now holds the top spot, according to J.D. Power’s 2025 U.S. Individual Life Insurance Study.
Mutual of Omaha scored 707 out of 1,000 possible points in a survey of 5,065 policyholders in the U.S.
The ranking measures overall customer satisfaction based on eight factors:
- Trust
- Value for price
- Ease of doing business
- People
- Product offerings
- Ability to get service
- Problem resolution
- Digital channels
State Farm, which had ranked first for five consecutive years, slipped to second place with a score of 697. Nationwide rounded out the top three with 695 points.
The top-rated life insurance companies
The industry average score was 650 out of 1,000 points. Here are the companies that exceeded this benchmark:
- Mutual of Omaha: 707
- State Farm: 697
- Nationwide: 695
- Guardian Life: 679
- Northwestern Mutual: 677
- MassMutual: 671
- National Life Group: 669
- New York Life: 656
- Globe Life: 653
- Pacific Life: 652
- PennMutual: 651
- Prudential: 650
Meanwhile, 11 insurers fell below the industry average, with Equitable earning the lowest score — 589 points.
In a summary of the findings, Craig Martin, executive director, global insurance intelligence at J.D. Power, says that the difference in scores between the top and bottom companies depends on how policies are purchased and differences in relationship management strategies:
“Customer satisfaction with individual life insurance providers is not just about the product; it’s also about the customer experience, and those experiences can vary dramatically both at a brand and a relationship level.”
Customers who buy directly from carriers report higher satisfaction — with an average score of 696 — compared to those who purchase through agents or advisors, who averaged 639.
The study also revealed that regular, personalized communication makes a major difference. Customer satisfaction scores are 50 points higher when customers recall receiving communication from their provider in the past year, particularly when communication is personalized rather than generic or promotional.
Do you need life insurance?
While life insurance can provide valuable protection, it’s not necessary for everyone. If you have no spouse or dependents, or if you have sufficient financial resources to provide for your family, a policy might not make sense for your situation.
For those who do need coverage, term life insurance can often be the better choice, offering straightforward protection for a fixed period at a lower cost than whole life policies.
Compare the best life insurance providers in your area here to find the coverage that best fits your needs.
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