We were recently named the #2 Whole Life Insurance Company of 20251 by the Wall Street Journal, which meant a lot to us. But it also raised a bigger question: If you’re looking for life insurance, how do you know which companies are actually great beyond just reading a headline? Awards are nice, but there are other qualities that matter even more when you’re choosing a company to trust with your family’s future.
We’ve pulled together a list of eight qualities to look for when you’re trying to decide which life insurance company you should do business with.
1. Has the insurance company been around long enough to prove it can last?
A company with a long history has already made it through economic ups and downs, which is a good sign it will be there to protect your family when you need it. As you compare carriers, look at how long they’ve been in business and scan customer stories or timeline pages on their websites to see how they’ve shown up over the years.
2. Is the company financially stable?
Financial strength means you may feel greater confidence that your policy will deliver when your family needs it. Independent agencies publish ratings that show how well an insurer may meet its future promises. Search for the company’s financial strength ratings from groups like A.M. Best, Standard & Poor’s, or Moody’s, and read a few articles explaining what those grades mean.
3. Is the life insurance company structured to put policyholders first?
Mutual companies, like National Life Group, are owned by their policyholders, not outside shareholders. That means decisions focus on long-term stability and customer value, instead of short-term stock market pressure. Historically, many mutual companies have tended to provide a steadier, more customer-aligned experience. Look up “mutual vs. stock life insurance company” to find a list of companies that align with your values and goals.
4. Does the company offer coverage that fits your life?
Your needs will change over time, so it helps when a company has different product options like whole life insurance, term life insurance, and indexed universal life (IUL) insurance as well as other potential features (called riders) that provide extra protection, in addition to the death benefit. Some riders can offer support if you face serious health challenges, such as chronic illness, or allow you to access a portion of your benefits while you’re still living. Most life insurance companies have clear product overviews on their websites. Review these to find products that match your goals, then read through the FAQ sections to better understand how the product works and testimonials to see how they have helped people in real life.
5. Can the life insurance company be trusted to keep its promises?
Life insurance is built on trust, so you want a company known for honoring claims and treating people fairly. Look for signs of honesty and transparency, such as clear communication, positive reviews, and a track record of following through.
6. Does the life insurance company put customers first?
Good service makes a big difference. You want a company that answers questions clearly, helps you through paperwork, and supports you throughout the life of your policy. The way a carrier treats its customers day-to-day says a lot about how it will treat you throughout the life of your policy. Call the company’s customer service line and ask a simple question, download their app if they have one, and read through customer reviews to see what people’s real experiences have been.
7. Does the life insurance company give back to the community?
Companies with a strong purpose often act in ways that benefit the communities they serve. Some even have foundations that organize volunteer efforts, support nonprofits, or take on local issues that matter. For example, at National Life Group, our values of “Do good. Be good. Make good.” guide our work, including our efforts to combat childhood hunger. Through our foundation, employees regularly volunteer at food banks near our Vermont and Dallas campuses to help make sure local kids and families have access to meals.
8. Does the company treat its employees well?
How a company treats its people often shapes how those people treat you. When you interact with people who love their work and feel supported, you feel it. It shines through in every interaction you have with the company through better service and more helpful communications.
National Life Group brings these qualities together in a way that reflects who we are at our core. As a long-standing mutual company with a strong sense of purpose, we focus on people first. Our commitment to doing good and our steady financial footing work together to create a company that shows up when it matters and follows values that make a difference.
Finding an excellent life insurance company is an important personal decision. Keeping these eight qualities in mind can help you feel confident that your coverage may provide the protection and support you and your loved ones deserve.
1Wall Street Journal, “Best Whole Life Insurance Companies of 2025,” Amy Danise, Kimberly Lankford, October 28, 2025
An Indexed Universal Life (IUL) insurance policy is usually a fixed universal life (UL) policy where interest is determined, at least in part, by the performance of a specified market index. Unlike traditional UL policies, the policy owner may receive zero interest for a single crediting period if the index performs poorly. However, with most designs, the premiums are protected and guaranteed to credit a minimum interest rate in the event the policy is surrendered. The owner of an IUL policy may experience better interest crediting than a traditional UL policy during periods when the market performs well. IUL policies do not directly participate in any stock or equity investments. An investment cannot be made directly into an index. The amount of interest credited is limited by a “cap”. The 0% floor provided by an IUL policy ensures that during crediting periods where the index is negative, that no less than 0% interest is credited to the index strategy. However, monthly deductions continue to be taken from the account value, including a monthly policy fee, monthly expense charge, cost of insurance charge, and applicable rider charges, regardless of interest crediting.
Living benefits are provided by no-additional-premium Accelerated Benefits Riders (ABRs). Payment of accelerated benefits will reduce the cash value and death benefit otherwise payable under the policy. Receipt of accelerated benefits may be a taxable event, may affect your eligibility for public assistance programs, and may reduce or eliminate other policy and rider benefits. Please consult your personal tax advisor to determine the tax status of any benefits paid under this rider and with social service agencies concerning how receipt of such a payment will affect you. Riders are supplemental benefits that can be added to a life insurance policy and are not suitable unless you also have a need for life insurance. Riders are optional and may not be available in all states or on all products. This is not a solicitation of a life insurance policy.
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