Reviews Report
- Reviews.com rates Protective Life insurance a 4.2 out of 5; Protective’s operating companies carry an A+ (Superior) Financial Strength Rating from AM Best with a Stable outlook.
- Current portfolio emphasizes Classic Choice Term and multiple universal life options (Custom Choice UL, Advantage Choice UL, Lifetime Assurance UL), plus Indexed Choice UL and Strategic Objectives II VUL — see Protective’s product pages for details and availability.
- Term shoppers can obtain online quotes on Protective’s site; level periods commonly range 10–40 years with a conversion window to eligible permanent policies, and riders such as accelerated death benefit, children’s term, waiver, and accidental death are available on many forms (term life).
Protective Life Insurance is a value-focused option when comparing life insurance company choices. Financial strength remains upper tier (AM Best A+; Stable outlook), and the company supports digital servicing with a centralized Support hub for account access, payments, forms, and online life-claims initiation (Support; life claims).
In this Protective review we considered product breadth, pricing posture, digital resources, financial strength, and policyholder experience. For satisfaction benchmarks, see the 2024 J.D. Power U.S. Individual Life Insurance Study (1,000-point scale). To add broader consumer context, the American Customer Satisfaction Index reports a 0–100 score for life/annuity/retirement providers, and the NAIC’s Company Complaint Index shows complaint frequency relative to market share (index=1.00 is average; lower is better).
Protective Life Insurance Overview
Protective’s financial strength remains a highlight: AM Best affirms an A+ (Superior) FSR with a Stable outlook for Protective Life Insurance Company and core subsidiaries — see AM Best or Protective’s Financial Strength Ratings. In J.D. Power’s 2024 study, Protective was not among the top-ranked carriers for overall satisfaction. For complaints, review Protective’s latest life-line Complaint Index via the NAIC Consumer Information Source (index=1.00 is average; lower indicates fewer complaints than expected for size).
Coverage options span level term and multiple permanent designs. Protective’s term‑like Custom Choice UL provides flexibility to continue coverage beyond the initial level period (often with a gradually reduced death benefit), and you can tailor many policies with riders such as accelerated death benefits (terminal illness and, on select permanent policies, chronic illness), waiver of premium/monthly deductions, children’s term insurance, accidental death benefit, an income‑structured payout rider, and overloan protection (Custom Choice UL; Income Provider Option).
PROS
CONS
Protective Life Insurance Highlights
Protective Life Insurance Policies
Protective Life Insurance vs. The Competition
| Provider | Reviews.com Score | J.D. Power Customer Satisfaction* | AM Best | Available Policies |
| Protective Life | 4.2 | Not top-ranked (2024) | A+ | Term Custom Choice UL Advantage Choice UL Indexed universal Variable universal |
| Globe | 4.6 | Not top-ranked (2024) | A | Term Whole Final expense |
| Northwestern Mutual | 4.4 | Above industry average (2024) | A++ | Term Whole (participating) Universal |
| Liberty Mutual | 3.5 | Not applicable | A | Life insurance offered through partner providers No proprietary life policies |
Data current as of November 2025
*J.D. Power’s 2024 U.S. Individual Life Insurance Study. Based on a 1,000-point scale.
Protective Life vs. Globe
Globe focuses on simplified-issue, direct-to-consumer policies with smaller face amounts and fewer customization options, while Protective offers broader permanent policy types and riders. J.D. Power’s 2024 study highlights that relationship-based, full-service carriers tend to score higher on overall satisfaction than direct-only brands; Protective was not top-ranked, and Globe is not among the top performers either. For financial strength, Protective lists A+ (AM Best) versus Globe’s key subsidiaries at A (Excellent) on their respective ratings pages (Protective; Globe Life).
Protective Life vs. Northwestern Mutual
Both offer a wide range of protection options, but Northwestern Mutual emphasizes advisor-led planning and participating whole life with industry-leading financial strength (A.M. Best A++; Moody’s Aaa; Fitch AAA; S&P AA+) per its ratings page. Protective’s strengths are competitively priced term and multiple UL/IUL/VUL choices supported by strong but slightly lower ratings (AM Best A+; S&P AA-; Moody’s A1; Fitch A+). In J.D. Power’s 2024 study, Northwestern Mutual performs above the industry average, while Protective is not among the top-ranked carriers.
Protective Life vs. Liberty Mutual
Liberty Mutual is primarily a P&C insurer and no longer issues new proprietary life insurance policies; its site refers life insurance shoppers to partner providers (Liberty Mutual life insurance). Protective, by contrast, continues to sell term and a broad suite of permanent policies with conversion options and multiple rider choices.
Protective Life Insurance FAQ
Methodology
We evaluated Protective Life insurance based on riders, coverage, digital resources, financial strength, and customer satisfaction to determine Reviews.com scores and create our best life insurance reviews. To compare life insurance companies with other providers across the board, we calculate each Reviews.com score based on the following:
- Number of Riders: Carriers with broader rider menus (e.g., accelerated death benefits, waiver, children’s term, accidental death, income-structured payouts, overloan protection) receive higher credit in our methodology.
- Financial Stability: Reviews.com uses insurer financial strength ratings from AM Best as a core indicator of claims-paying ability.
- Customer Satisfaction: We reference J.D. Power’s 2024 U.S. Individual Life Insurance Study (1,000-point scale) for relative policyholder satisfaction ranking.
- Coverage: Companies score higher when term policies are convertible to eligible permanent options and when multiple permanent policy types (UL/IUL/VUL) are available to fit different needs.
- Resources: We assess website functionality and self-service, including the ability to obtain online quotes, make online payments, initiate claims online, and access clear product education and forms.
