U.S. Individual Life Insurance Study
Understand What Drives Satisfaction and Trust in Life Insurance
The U.S. Individual Life Insurance Study analyzes the needs, expectations, and experiences of today’s life insurance customers. It helps insurers strengthen satisfaction, deepen relationships, and build long-term advocacy across diverse policyholder segments.
What the Study Measures
A Complete Benchmark of the Life Insurance Customer Experience
Evaluates customer experience across eight core dimensions:
• Product offerings
• Problem resolution
• Service availability
• Digital channels
• People (agents, call center, service staff)
• Value for the price
• Trust
• Ease of doing business
Includes:
• Verified voice-of-the-customer data
• Annual wave reporting for trend visibility
• Competitive benchmarks across national carriers
• Annual award recognition for top performers
How it works
How the Life Insurance Study Works
Collects verified customer feedback across eight relationship and service dimensions.
Benchmarks performance across top carriers and segments.
Identifies key differences in experience by distribution model, demographic profile, and product type.
Provides a complete view of the policyholder journey—from shopping to servicing.
Core Strengths
Insights That Guide Growth in a Highly Personal Category
• Informs acquisition and retention strategies with objective customer feedback
• Identifies the performance drivers that matter most for policyholder satisfaction
• Helps insurers support distribution networks with experience insights that improve client relationships
• Provides clarity on where carriers lag or lead the competition
Business Impact
Improve Loyalty, Retention, and Customer Lifetime Value
• Increases customer satisfaction through targeted improvements across service and digital channels
• Strengthens trust and advocacy in a category where confidence is critical
• Supports growth across product lines by identifying unmet needs and opportunity segments
• Drives stronger customer lifetime value by improving ongoing experience quality
Key Dates
Field Start: July 2024
Publish: October 1, 2025
Press Release: October 9, 2025
Field Start: July 2025
Wave 1 Publish: April 7, 2026
Wave 2 Publish: October 1, 2026
Press Release: October 8, 2026
Press Release & Award Information
JD Power issues national press releases highlighting key findings and top-to-bottom rankings from award-eligible studies. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite.
Profiled Brands
2025 Brands Targeted to be Profiled
(final profiled list available upon study publication)
Brighthouse Financial
Corebridge Financial
Equitable
Globe Life
Guardian Life
John Hancock
Lincoln Financial Group
MassMutual
Met
Life
Midland National Life
Mutual of Omaha
National Life Group
Nationwide
New York Life
Northwestern Mutual
Pacific Life
PennMutual
Primerica
Protective Life
Prudential
Securian
State Farm
Transamerica (AEGON)
2026 Brands Targeted to be Profiled
(final profiled list available upon study publication)
Brighthouse Financial
Corebridge Financial
Equitable
Globe Life
Guardian Life
John Hancock
Lincoln Financial Group
MassMutual
Midland National Life
Mutual of Omaha
National Life Group
Nationwide
New York Life
Northwestern Mutual
Pacific Life
PennMutual
Primerica
Principal
Protective Life
Prudential
Securian
State Farm
Transamerica (AEGON)
Who should use it
Built for Leaders Responsible for Customer Growth
• C-suite executives
• Customer experience leaders
• Product and strategy teams • Marketing and operations leaders
PowerSource
Insights Available at a Touch of a Button
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
