U.S. consumers say they're a little more satisfied with their individual life insurance this year than they were last year, and one factor that made a big difference was getting regular communications from insurance agents or financial advisors.
The average level of satisfaction for the 23 companies included increased to 650 on a 1,000-point scale, from 648.
The range of scores rose to 589 to 707, from 575 to 699.
J.D. Power reported those findings in a summary of results from its 2025 individual life market study.
The Troy, Michigan-based firm found that the average satisfaction level was 696 for consumers who bought life insurance directly from the carriers, through a call center, app or website, compared with just 639 for consumers who bought coverage through intermediaries such as insurance agents and financial advisors.
Only 19% of the consumers who used agents or advisors said their financial professionals communicated with them regularly.
The average satisfaction level for the consumers who had an engaged relationship with their financial professionals was 685, compared with an average level of 605 for consumers who reported having little or no contact with their financial professionals.
What it means: Following the advice that ThinkAdvisor bloggers often give to send clients regular update emails and to offer regular account reviews may have a big effect on client satisfaction levels.
The data: J.D. Power based the new survey results on 5,065 consumer responses to a survey that was conducted from August 2024 through July 2025.
The firm asks consumers to rate life insurers on factors related to trust, value for price, ease of doing business, people, product offerings, ability to get service, problem resolution and digital channels.
Mutual of Omaha climbed to first place, from sixth.
The six top-ranked issuers continued to be Mutual of Omaha, Guardian, MassMutual, Nationwide, Northwestern Mutual and State Farm.
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