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Reviews.com scores Prudential life insurance a 4.4 out of 5 based on financial strength (including AM Best ratings), product breadth, digital experience, and third‑party indicators. Prudential’s U.S. life companies list current ratings on the insurer’s site (financial strength ratings), and AM Best explains its Financial Strength Rating scale and methodology in its official Guide to Best’s Credit Ratings.
Term life insurance in 10, 15, 20 and 30-year terms and permanent universal life insurance are available from Prudential. Many carriers, including Prudential, support accelerated, data-driven underwriting for eligible applicants to shorten cycle times, reflecting broader industry trends toward digital, low‑friction journeys (2025 insurance outlook).
Customers may receive an online quote and continue the application process through the Prudential website, with hybrid options that blend self-service and licensed agent support. This aligns with research showing satisfaction is higher when robust digital tools are paired with easy access to advisors (J.D. Power 2025 U.S. Individual Life Insurance Study).
The Prudential Life Insurance Company combines long-standing financial strength with an expanding digital footprint. Beyond its core website and servicing portals, Prudential also reaches consumers through Assurance IQ (a Prudential company), a large digital marketplace that matches shoppers with coverage online and via licensed agents (About Assurance IQ). This hybrid model supports the way many buyers now shop: start online and finish with expert help when needed.
Reviews.com rates the insurer 4.4 after evaluating factors such as financial stability, policy options, digital capabilities, and third‑party ratings. Prudential’s financial strength ratings are publicly posted on its site (life insurance), while AM Best’s methodology describes how factors like Best’s Capital Adequacy Ratio (BCAR), operating performance, business profile, and ERM inform the rating (Best’s Credit Rating Methodology; Understanding BCAR).
Prudential Life Insurance Overview
Reviews.com Score:
4.4
In business since:
1875
AM Best: AM Best rates insurance providers creditworthiness. Ratings are based on the provider’s ability to follow through with a payout when a consumer files a claim.
A+
J.D. Power: J.D. Power scores are based on surveys for customer satisfaction and product quality.
759*
Prudential Life Insurance is worth considering if you’re in search of quality coverage. The online platform aims to streamline quoting, applications, and servicing, while AM Best’s rating framework places Prudential’s A+ within the “Secure” category (A++ to B+), indicating a strong ability to meet ongoing obligations (AM Best rating scale).
For customer experience context, Prudential’s score in J.D. Power’s 2020 life insurance study was 759/1,000 (below the industry average that year). Recent NAIC reporting indicates that, across insurance, complaint volumes have been elevated but are stabilizing, with claim handling remaining a leading driver (NAIC Market Regulation Annual Report). To benchmark a specific carrier, the NAIC Consumer Complaint Index explains how complaints are normalized for company size (NAIC CCI explainer).
PROS
Accessible coverage:Term life insurance is available for quotes online with fast pricing, and many applicants may qualify for accelerated (no-exam) underwriting based on data checks and eligibility criteria, reflecting industrywide modernization of the quote-to-bind journey (see 2025 insurance outlook).
Variety of universal life insurance: Customers can choose from standard universal, indexed universal, survivorship universal, and variable universal life policies, supported by a large, diversified insurer (Prudential financial strength).
Over a dozen life insurance riders:Rider options include living benefits that can accelerate part of the death benefit if you are terminally or chronically ill, plus waiver of premium and child riders. Prudential’s Living Needs Benefit (terminal illness/nursing home confinement) is generally included with eligible policies at no added premium; charges/discounts apply upon acceleration (Prudential LNB; NAIC consumer guide).
No medical exams:Select term and permanent coverages may be issued without a medical exam for eligible applicants via accelerated underwriting. Eligibility, age/amount limits, and evidence requirements vary by product and state (see insurer materials and LIMRA 2025 Barometer for online-buying trends).
CONS
No whole life insurance: Prudential does not currently offer participating whole life insurance, which some buyers prefer for guaranteed cash value growth and dividends.
Average customer satisfaction:In J.D. Power’s 2020 study, Prudential scored 759/1,000, below the industry average that year. J.D. Power’s 2025 study underscores that life insurers deliver higher satisfaction when strong digital tools are combined with easy access to agents.
Digital self-service gaps (industry-wide):While Prudential offers online servicing and portals, life insurers broadly still trail customer expectations on end-to-end self-service; some tasks may require agent or phone support (J.D. Power 2025).
Prudential Life Insurance Highlights
Coverage & Riders
Customer Experience
Before You Buy
Prudential offers a broad range of policy types and riders so you can tailor coverage to planning goals. Notably, Prudential’s Living Needs Benefit (LNB) allows acceleration of a portion of the death benefit for terminal illness or nursing home confinement on eligible policies (included at no additional premium; an administrative charge/discount applies upon acceleration). For chronic or long-term care needs, insurers may offer riders that differ materially (101(g) chronic illness vs. 7702B LTC-qualified riders); costs, triggers, and tax treatment vary by rider and state (Prudential LNB; NAIC guide; IRS Pub 525). Customers can choose from the following life insurance policies from Prudential:
Term
Universal
Universal Survivorship
Universal Index
Universal Variable
Prudential also offers the following riders to add to life insurance policies:
Enhanced cash value
Accidental death
Accelerated death (BenefitAccess)
Survivorship accelerated death (BenefitAccess)
Child level term
Children’s protection
Enhanced disability
Waiver of premium
Waiver of monthly deductions
Living Needs
Overloan protection
Guaranteed policy split
Estate protection
Prudential provides robust coverage options and add-ons, plus a streamlined path to start quotes and applications online. In J.D. Power’s 2020 study, Prudential scored 759/1,000 (below the industry average that year). More broadly, J.D. Power’s 2025 U.S. Individual Life Insurance Study finds that life insurers continue to struggle with digital self-service, and satisfaction improves when strong digital tools are paired with easy agent access. For complaints context and benchmarking, see NAIC’s Market Regulation Annual Report and the Consumer Complaint Index explainer.
For simple term life, Prudential’s online materials can help you estimate needs and compare terms. For permanent policies, pay special attention to rider types and costs: terminal-illness ADBs are often included; chronic illness (101(g)) and LTC-qualified (7702B) riders have different triggers, charges, and tax treatment. Review specimen riders and consult a licensed professional to understand fees, caps, and state availability (NAIC consumer guide; IRS Pub 525).
Level term options typically include 10, 15, 20, and 30-year terms. Many applicants can start online and may qualify for accelerated (no-exam) underwriting based on age, amount, and risk profile; others will complete full underwriting. Hybrid purchase paths (online + advisor support) are common across the industry and help shorten time-to-decision for eligible cases (LIMRA 2025 Barometer; 2025 insurance outlook).
Universal life is permanent coverage with flexible premiums and the potential to build cash value. Prudential offers universal life with guaranteed death benefit options, and riders can help customize coverage (e.g., chronic illness benefits, waiver of charges). Costs, guarantees, and access to cash value depend on the specific policy and rider design (NAIC consumer guide).
Survivorship (second-to-die) UL is designed for two insureds, such as spouses or business partners, and pays the death benefit after the second death. Prudential offers survivorship designs that can include index-linked crediting and planning riders like guaranteed policy split, which may be relevant for estate planning needs. Features, riders, and availability vary by state and policy form (NAIC consumer guide).
Indexed UL credits interest based on an external index (e.g., S&P 500) subject to caps, participation rates, and floors; you are not directly invested in the market index. Prudential’s indexed options allow permanent protection with index-linked accumulation potential; review crediting methods, charges, and riders before purchase (NAIC consumer guide).
Variable UL (VUL) combines permanent protection with market-exposed subaccounts for cash value growth potential alongside investment risk. Prudential has long-standing VUL offerings with rider flexibility; ensure you understand fees, investment options, and how market performance affects policy values and required premiums (NAIC consumer guide).
Both are financially strong brands with broad product lineups. If you prioritize top-tier customer satisfaction and a local captive agent, State Farm ranked highest in overall satisfaction in J.D. Power’s 2024 U.S. Individual Life Insurance Study. State Farm posts financial strength information on its site (State Farm ratings), while Prudential lists ratings for its U.S. life companies (Prudential ratings).
Prudential vs. Protective Life
Protective is often among the most price‑competitive options for level term and universal life sold through independent brokers, supported by strong financial strength (Protective ratings). Prudential stands out for breadth in universal, indexed, and variable universal life and rider depth—well suited for complex planning and larger face amounts. LIMRA’s latest market data show steady consumer interest in term and indexed UL, with variable UL activity rebounding (LIMRA industry update).
Prudential vs. Transamerica
Both are widely available through independent advisors with broad portfolios. Transamerica has a strong presence in term and indexed universal life and maintains solid financial strength (Transamerica ratings). Prudential is a long‑time leader in VUL and offers extensive rider customization. Compare fully underwritten quotes and rider details across both to align coverage, features, and costs with your goals.
It depends on your policy type and riders. Universal life policies can build cash value that may be accessed or surrendered, subject to charges and tax considerations. Living benefit features like Prudential’s Living Needs Benefit allow acceleration of the death benefit under qualifying conditions; accelerated amounts reduce the remaining death benefit and may include administrative charges (Prudential LNB; NAIC guide).
Timing varies based on the type of claim, documentation, and verification requirements. Submitting claims online and providing complete information can help speed processing. Across insurance, NAIC reporting shows claim handling is a common source of consumer complaints, underscoring the value of clear requirements and status transparency (NAIC Market Regulation Annual Report).
Methodology
We evaluated Prudential Life insurance based on riders, coverage, 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: The more riders a life insurance company has, the higher it scores in our Reviews.com methodology. We consider living benefit structures (e.g., terminal vs. chronic illness vs. LTC-qualified) and state availability (NAIC consumer guide).
Financial Stability: Reviews.com utilized AM Best ratings to assign a score based on each life insurance company’s financial stability and outlook. AM Best’s methodology evaluates balance sheet strength (informed by BCAR), operating performance, business profile, and ERM (BCRM; BCAR).
Customer Satisfaction: With J.D. Power’s 2020 Life Insurance Satisfaction Study, we assigned a score to each company based on the rating it received that year (1,000-point scale). We also review more recent study insights on digital experience and advisor access to contextualize trends (J.D. Power 2025).
Coverage: Life insurance companies scored higher if customers can convert term to permanent and if they offered multiple options under different types of life insurance policies—0including universal, indexed universal, survivorship, and variable universal where applicable.
Resources: Reviews.com compared website functionality and digital tools based on the ability to receive online quotes, complete e‑applications/accelerated underwriting when eligible, submit online claims/intake, and access clear policy information (2025 insurance outlook).
