2025 U.S. Individual Life Insurance Study Findings

This report presents the findings of the J.D. Power 2025 U.S. Individual Life Insurance Study, which evaluates customer satisfaction among individual life insurance providers. The study indicates that while overall customer satisfaction remains stable, there are significant fluctuations in satisfaction scores across different brands, with a notable gap of 118 points between the highest and lowest performers. The report highlights that 70% of insurers have seen substantial changes in their satisfaction scores year over year, primarily due to varying relationship management strategies and purchasing methods. Key findings reveal that customers who buy directly from carriers report higher satisfaction scores compared to those who purchase through agents. Furthermore, the report emphasizes the importance of personalized communication in enhancing customer experiences. Mutual of Omaha ranks highest in customer satisfaction among individual life insurance providers, followed by State Farm and Nationwide. The study is based on responses from over 5,000 individual life insurance customers.