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:
2026
- Companies:
16 major companies, plus aggregate of smaller insurers
Satisfaction Benchmarks by Company
Life Insurance
| Company | 2025 | 2026 | % CHANGE |
|---|---|---|---|
| Life Insurance | 78 | 77 | -1% |
| Mutual of Omaha | 80 | 81 | 1% |
| State Farm | 80 | 79 | -1% |
| All Others | 82 | 78 | -5% |
| MetLife | 78 | 78 | 0% |
| Nationwide | 77 | 78 | 1% |
| New York Life | 80 | 78 | -3% |
| Prudential | 80 | 78 | -3% |
| Allstate | 78 | 77 | -1% |
| Pacific Life | NA | 77 | NA |
| USAA* | 79 | 77 | -3% |
| Northwestern Mutual | NA | 76 | NA |
| Guardian Life | 73 | 75 | 3% |
| Lincoln Financial | 73 | 75 | 3% |
| AIG | 77 | 74 | -4% |
| John Hancock | 75 | 74 | -1% |
| MassMutual | 73 | 74 | 1% |
| Primerica | NA | 71 | NA |
*Available to military-affiliated individuals and families only
NA = Not Available
Customer Experience Benchmarks Year-Over-Year Industry Trends
Life Insurance
| Benchmarks | 2025 | 2026 |
|---|---|---|
| Reliability of mobile app (minimal down time, crashes, lags) | 83 | 82 |
| Courtesy and helpfulness of representative/agent (policy purchase, insurance questions) | 79 | 80 |
| Quality of mobile app | 83 | 80 |
| Website satisfaction | 82 | 80 |
| Speed and efficiency of policy approval | 80 | 78 |
| Ease of understanding premium calculation | 79 | 77 |
| Variety of policy options | 80 | 77 |
| Availability and range of policy discounts (good health, bundling with other types of insurance policies) | 76 | 76 |
Industry averages are weighted by companies’ market shares.
2026 results based on data collected October 2025 – September 2026.