Life Insurance
Innovate to maximize customer satisfaction
Capture the voice of the customer to improve the policyholder experience. Become a client today.
LIFE INSURANCE
For life insurers, valuable insights about policyholder behaviors and perceptions play a critical role in defining areas for innovation and maximizing satisfaction. Partner with ACSI to access a wealth of data on life insurance products, services, and practices that help you connect with your customers.
At a glance:
Life Insurance
- Inaugural year:
1994
- Updated:
annually
- Most recent data:
2025
- Companies:
13 major companies, plus aggregate of smaller insurers
Satisfaction Benchmarks by Company
Life Insurance
| Anchor Link | Company | 2024 | 2025 | % CHANGE |
|---|---|---|---|---|
| Life Insurance | 79 | 78 | -1% | |
| All Others | 80 | 82 | 3% | |
| #mutual-of-omaha | Mutual of Omaha | NA | 80 | NA |
| #new-york-life | New York Life | 80 | 80 | 0% |
| #prudential | Prudential | 81 | 80 | -1% |
| #state-farm | State Farm | 78 | 80 | 3% |
| #usaa | USAA* | NA | 79 | NA |
| #allstate | Allstate | NA | 78 | NA |
| #metlife | MetLife | 79 | 78 | -1% |
| #aig | AIG | 81 | 77 | -5% |
| #nationwide | Nationwide | 76 | 77 | 1% |
| #john-hancock | John Hancock | 76 | 75 | -1% |
| #guardian-life | Guardian Life | NA | 73 | NA |
| #lincoln-financial | Lincoln Financial | 75 | 73 | -3% |
| #massmutual | MassMutual | 76 | 73 | -4% |
*Available to military-affiliated individuals and families only
NA = Not Available
Customer Experience Benchmarks Year-Over-Year Industry Trends
Life Insurance
| Benchmarks | 2024 | 2025 |
|---|---|---|
| Quality of mobile app | 84 | 83 |
| Reliability of mobile app (minimal down time, crashes, lags) | 83 | 83 |
| Website satisfaction | 83 | 82 |
| Speed and efficiency of policy approval | 81 | 80 |
| Variety of policy options | 80 | 80 |
| Courtesy and helpfulness of representative/agent | 80 | 79 |
| Ease of understanding premium calculation | 78 | 79 |
| Availability and range of policy discounts | 75 | 76 |
Industry averages are weighted by companies’ market shares.
2025 results based on data collected October 2024 – September 2025