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Nationwide Life Insurance Review
Nationwide offers a broad selection of life insurance policies — term, whole, universal (including indexed), and variable universal — plus linked-benefit life/long-term care solutions. It maintains strong financial strength across major agencies, including A+ from AM Best, A1 from Moody’s, and A+ from S&P Global Ratings (see Nationwide’s current ratings), providing confidence the company can meet policyholder obligations.
Nationwide provides phone- and agent-assisted service alongside digital resources. Live chat availability can vary by product and state, but the company’s agent network and service channels are well established. Industrywide, customer satisfaction has been pressured recently by higher premiums and claims costs, a context worth considering when comparing carriers (see J.D. Power auto and homeowners studies and the ACSI Insurance and Health Care Study).
| Pros | Cons |
|---|---|
| Strong financial reputation Broad rider and add‑on selection | Live chat not universally available |
The Life Insurance Factors We Analyzed
Customer experience
According to J.D. Power, overall U.S. auto insurance customer satisfaction declined in 2024 amid widespread premium increases, with scores in the low‑820s on a 1,000‑point scale; homeowners satisfaction also eased, with scores in the high‑810s/low‑820s (home study). J.D. Power’s property claims research likewise reported continued pressure on claims satisfaction (claims study). As an independent cross‑check, the ACSI places both Property & Casualty and Life Insurance customer satisfaction in the high‑70s on its 0–100 scale. For company‑specific complaint experience, the NAIC Consumer Complaint Index benchmarks each insurer by line against an industry average of 1.00; current values for Nationwide can be looked up in the NAIC’s Consumer Information Source (NAIC Complaint Index).
While you can start quotes online for some life products (especially term and simplified‑issue options), detailed guidance and quotes for many permanent policies are provided through a Nationwide financial professional. Nationwide also offers basic educational resources to help you compare policy types (life insurance products) and choose beneficiaries.
Financial strength
An important consideration in what insurance provider you select is its financial strength. After all, you want to ensure that it has the financial means to process your claims and that it won’t go under due to outstanding or overwhelming debt.
Independent rating agencies provide the most authoritative view of an insurer’s ability to meet obligations. Nationwide’s core insurance subsidiaries carry strong ratings — A1 at Moody’s, A+ at AM Best, and A+ at S&P Global Ratings — per the company’s current ratings page (Nationwide financial strength). These reflect very strong capitalization and risk profiles. For how to interpret each scale, see AM Best’s guide, Moody’s definitions, and S&P Global Ratings’ explanations.
Coverage and rider information
Nationwide offers the four most common types of life insurance: term, whole, universal (including indexed universal), and variable universal. In addition to standard features, it provides a broad menu of riders, such as accelerated death benefits, waiver of premium, accidental death, and a Children’s Term Insurance Rider; availability varies by product and state (life riders overview). Nationwide also markets linked‑benefit life/LTC solutions under its CareMatters suite, which pay long‑term care benefits on a cash‑indemnity basis (CareMatters Together).
Nationwide’s whole life insurance also comes with flexibility in how you pay. Options typically include lifetime level‑pay, limited‑pay designs (e.g., 10‑ or 20‑pay), and, on select policies, single‑premium funding; a Premium Deposit Account can also be used to pre‑fund multiple years of scheduled premiums (whole life overview; Premium Deposit Account). If you like the idea of paying off your entire policy before you retire, a limited‑pay structure may be a great option.
Life insurance coverage features
| Insurance types offered | Term, whole, universal (including indexed), variable universal |
| Term lengths offered | 10, 15, 20, and 30 years |
| Standout coverage features | CareMatters linked‑benefit life/LTC Children’s Term Insurance Rider Term-to-permanent conversion Level‑pay and limited‑pay options |
Nationwide Life Insurance Overview: Financial Strength, Availability, and History
Nationwide Insurance earns a solid reputation. It has an A+ rating with the Better Business Bureau for its ability to resolve customer claims. The provider also earns high marks with financial strength rating agencies, demonstrating its ability to follow through on its promises to policyholders (see current ratings).
- In business since: 1925
- S&P Global financial strength rating: A+
- Moody’s financial strength rating: A1
- AM Best financial strength rating: A+
- States served: 50
The Competition
| Overall Rank | Reviews.com Score | Customer Experience Score | Financial Strength Score | |
| Nationwide | Diversified multi‑line mutual; rankings vary by study/segment | Refer to current third‑party sources (e.g., J.D. Power regional studies; ACSI) | Auto/home satisfaction pressured industrywide by pricing and claims (see current J.D. Power) | Strong ratings across AM Best, Moody’s, and S&P |
| Northwestern Mutual | No. 1 in U.S. individual life insurance sales by premium (per LIMRA) | Advisor‑led life insurer; not in P&C rankings | Relationship‑centric (life); evaluated differently than P&C satisfaction studies | Top‑tier ratings and record 2025 dividend (ratings/dividends) |
| State Farm | Largest U.S. auto and homeowners writer by market share (NAIC) | — | Agent‑assisted; performance varies by region (J.D. Power 2025 auto) | A++ AM Best on core P&C entities (ratings) |
| New York Life | Leading mutual life insurer; strong participating whole life presence | Advisor‑led life insurer; not in P&C rankings | Advisor‑centric model; evaluated separately from P&C satisfaction | Generally top‑tier financial strength across agencies |
| Mutual of Omaha | Well‑known for Medicare supplement and life/annuity offerings | — | Customer experience varies by product and line; consult current studies | Strong financial strength across core entities |
| Principal Financial | Diversified life, retirement, and benefits provider | — | Experience varies by segment; consult current studies | Strong financial strength across agencies |
Information updated using sources published in 2024–2025.
The Bottom Line
Nationwide’s life insurance maintains strong financial strength ratings and a broad set of coverage options, riders (including linked‑benefit LTC via CareMatters), and flexible premium structures. Given that industrywide satisfaction has been pressured by pricing and claims dynamics, it’s wise to compare quotes from multiple providers and review current research (e.g., J.D. Power, ACSI) and the NAIC Complaint Index before you buy. Digital tools are solid, with phone/agent support as primary; live chat may not be available for all products.
Nationwide Life Insurance FAQ
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