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Life Insurance

Innovate to maximize customer satisfaction

Capture the voice of the customer to improve the policyholder experience.


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:


  • Updated:


  • Most recent data:


  • Companies:

    12 major companies, plus aggregate of smaller insurers

Satisfaction Benchmarks by Company

Life Insurance
Company 2021 2022 % Change
Life Insurance 78 78 0%
New York Life 76 83 9%
MetLife 77 80 4%
Nationwide NM 79 NA
All Others 79 78 -1%
MassMutual NM 78 NA
Prudential 75 78 4%
State Farm 79 78 -1%
Lincoln Financial 77 77 0%
Northwestern Mutual 75 77 3%
John Hancock NM 75 NA
Primerica 72 74 3%

NM – Not Measured NA – Not Available

Life Insurance Benchmarks

Customer Experience Benchmarks Year-Over-Year Industry Trends

Benchmarks 2021 2022
Quality of mobile app 81 82
Reliability of mobile app (minimal down time, crashes, lags) 81 81
Website satisfaction 81 81
Courtesy and helpfulness of representative/agent (policy purchase, insurance questions) 79 79
Speed and efficiency of policy approval 80 79
Variety of policy options 78 79
Ease of understanding premium calculation 78 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.

Connect With ACSI

Connect With ACSI

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