Prudential vs. Lincoln Financial life insurance

Learn the differences between the life insurance options offered by Prudential and Lincoln Financial.

Pat Howard 1600


Pat Howard

Pat Howard

Senior Editor & Licensed Home Insurance Expert

Pat Howard is a senior editor and licensed home insurance agent at Policygenius, where he specializes in homeowners insurance. His work and expertise has been featured in MarketWatch, Real Simple, Fox Business, VentureBeat, This Old House, Investopedia, Fatherly, Lifehacker, Better Homes & Garden, Property Casualty 360, and elsewhere.

Published July 31, 2018 | 3 min read

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Prudential and Lincoln Financial are two of the leading life insurance companies in America. Both have over 1,000,000 policyholders nationwide, good consumer grades, and offer competitive term life insurance rates.

So, why a company comparison? Isn’t a policy comparison sufficient? Well, say you want to join a gym, but you really only want to join for Pilates class, and the two gyms you’ve narrowed it down to are both expensive. One gym is known for its amazing Pilates instructors, but isn’t the most versatile and has bad amenities, and the other has good but not great Pilates instructors, but state-of-the-art facilities and amenities. Simply comparing the classes and nothing else as the basis for your decision isn’t the reasonable or financially sound thing to do.

Company-by-company comparisons in life insurance are similar in this regard, as the best life insurance companies are typically well-rounded and fiscally strong, highly rated by financial institutions and consumer insights companies, and, perhaps the trait most fundamental to life insurance company worthiness — they guarantee death benefit payouts.

Prudential vs. Lincoln Financial term life insurance cost comparison

Prudential and Lincoln Financial term life insurance premiums are similar in price for men and women of just about every age group, and both carriers offer reasonably low premiums for prospective insurance buyers.

Here are the average monthly premium costs for price-conscious shoppers looking for the most affordable plan.

PrudentialLincoln Financial
MaleAge 30$20.21$21.00
Age 40$28.38$29.75
Age 50$75.68$78.75
FemaleAge 30$17.63$17.94
Age 40$25.94$25.81
Age 50$55.47$57.31

Average premium cost based on $500,000/20-year term life insurance policies for healthy, nonsmoking applicants in California.

Prudential vs. Lincoln Financial health pricing

Life insurance company premium costs are primarily based on an individual’s health and health history. But there isn’t a uniform method for underwriting or determining one’s probability of dying in the near future, so in terms of pricing, some companies are lenient toward certain illnesses and lifestyle trends and more critical of others.

Here’s how Prudential and Lincoln Financial grade out for the most commonly scrutinized health conditions and habits in life insurance.

PrudentialLincoln Financial
Cancer Survivor/Family HistoryFairExcellent
Recent Weight LossExcellentExcellent
Heart AttackGoodGood
Sleep ApneaExcellentExcellent
Former Tobacco UseExcellentExcellent
High Blood PressureGoodFair
High CholesterolExcellentGood

Learn more about the best life insurance companies for every scenario.

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Prudential vs. Lincoln Financial insurance rider availability

If you’re not satisfied with the standard provisions of a life insurance policy, you can customize it with riders to suit your needs. Here’s a comparison below of the riders offered by both Prudential and Lincoln Financial.

PrudentialLincoln Financial
Child Protection RiderXX
Accelerated Death Benefit RiderXX
Accidental Death Benefit RiderXX
Disability Waiver of Premium RiderXX

Learn more about life insurance riders.

Prudential vs. Lincoln Financial company ratings

Life insurance companies can be ranked in several different ways. A.M. Best provides ratings based on the financial strength of the company, while J.D. Power conducts surveys based on customer service, product quality, and buyer behavior, and the Better Business Bureau (BBB) provides grades based on consumer feedback.

How do Prudential and Lincoln Financial stack up with regards to financial and customer service ratings?

PrudentialLincoln Financial
A.M. BestA+A+
J.D. Power3 out of 52 out of 5

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Choosing the right life insurance company

Based on all the information provided, is Prudential the right life insurance company for you, or is it Lincoln Financial? Well, it often depends on the individual and what is most important to them. Be it cost, riders, health considerations, or customer service, all of these are important to consider before you buy.

Ready to start looking at policies from Prudential, Lincoln Financial, and other top life insurance companies? Use our coverage calculator for find plans and companies tailored to your needs.