To help Wisconsin residents find the best life insurance companies in their state, we looked at cost, coverage quality, and unique policy offerings.
By
Gianetta PalmerGianetta PalmerContributing WriterGianetta Palmer is a contributing writer at Policygenius, where she covers life insurance, home insurance, and auto insurance. Her writing has also appeared in TIME, Readers Digest, Healthline, and elsewhere.
Edited by
Julia KaganJulia KaganContributing EditorJulia Kagan is a contributing editor at Policygenius, where she specializes in life insurance. Previously, Julia was the senior personal finance editor at Investopedia for nearly a decade, a vice president and editorial director at Consumer Reports, the editor of Psychology Today, and the vice president of content at Zagat Surveys.
Life insurance premiums vary from person to person in Wisconsin, and can depend on your personal characteristics, such as smoking or using tobacco products—or engaging in high-risk behaviors or having a high-risk job. We’ve compiled a list of Wisconsin's top life insurance companies to help you find the best company and policy based on your needs.
Methodology: How we chose the best life insurance companies in each state
We don't get paid for our company reviews and use an extensive rubric of criteria covering policy details, price, financial confidence, third-party ratings, and customer experience to assign unbiased ratings out of five stars. Any recommendations we make are based on internal and external expert opinions and data from our Policygenius Price Index, which uses real-time rate data from leading life insurance companies to determine pricing trends. Our ratings and reviews can help point you to an insurer you can rely on for your family’s financial protection, but the best life insurance company for you is dependent on multiple factors. A licensed agent at Policygenius can work with you through the application process so you’re getting coverage from the best insurer for your circumstances at the most competitive price.
Best overall life insurance
2023 Policygenius award winner
Banner Life
Policygenius rating
Our proprietary rating methodology takes multiple factors into account, including customer satisfaction, cost, financial strength, and policy offerings. See the "methodology" section for more details.
4.9
AM Best rating
A.M. Best is a global credit rating agency that scores the financial strength of insurance companies on a scale from A++ (Superior) to D (Poor).
A+
Cost
Using a mix of internal and external rate data, we grade the cost of each insurance company's premiums on a scale from least expensive ($) to most expensive ($$$$$).
$
$
$
$
$
30+ year terms
All 50 states
No-medical-exam option
Why we chose it
Banner Life has some of the longest term lengths — up to 40 years — and most competitive life insurance rates available, even for people with a history of medical conditions.
Pros and cons
Pros
Competitive rates for a variety of health conditions
Fast instant-decision option for qualifying applicants
Variety of term lengths up to 40 years
Cons
Application underwriting can take longer than average
Does not have the most competitive rates for older applicants
Financial resources, competitive rates, and an easy application process are some of the reasons we chose Banner Life as the best overall life insurance company in Wisconsin. In addition, Banner Life offers an easy no-medical-exam application process with approval in less time than other insurance companies.
Cheapest life insurance
Banner Life
With the cost of everything constantly going up, you don’t want to pay more for life insurance than necessary. That’s why we chose Banner Life as the best choice for cheap life insurance. Since lifestyle choices and personal data affect the cost of life insurance, Banner Life is also a great selection for people with medical conditions and those who use tobacco.
Best term life insurance
Banner Life
Most people only need life insurance for a specific length of time. If you have children and want to ensure they're provided for in the event of your death, a term life insurance policy from Banner Life is likely your best option.
On a term life insurance policy, you make premiums for a predetermined period, such as 10 or 20 years. After the term expires, the policy is canceled. If you pass away during the period, your beneficiary will receive the policy’s total benefit.
Best no-medical-exam life insurance
2023 Policygenius award winner
Brighthouse Financial
Policygenius rating
Our proprietary rating methodology takes multiple factors into account, including customer satisfaction, cost, financial strength, and policy offerings. See the "methodology" section for more details.
5.0
AM Best rating
A.M. Best is a global credit rating agency that scores the financial strength of insurance companies on a scale from A++ (Superior) to D (Poor).
A
Cost
Using a mix of internal and external rate data, we grade the cost of each insurance company's premiums on a scale from least expensive ($) to most expensive ($$$$$).
$
$
$
$
$
No-medical-exam option
Why we chose it
Brighthouse Financial offers competitive rates, comprehensive coverage, and application decisions in as little as 24 hours, making it a great choice for people who want to get life insurance coverage without having to take the medical exam.
Pros and cons
Pros
Extremely affordable
Instant-decision applications
Best-in-class no-med option
Cons
Traditional term life not available in CA, IL, LA, ME, or NY
If a medical condition is keeping you from getting life insurance in Wisconsin, Brighthouse Financial offers a no-medical-exam life insurance policy that skips the medical exam to determine whether you’re eligible for coverage.
Best whole life insurance
2023 Policygenius award winner
MassMutual
Policygenius rating
Our proprietary rating methodology takes multiple factors into account, including customer satisfaction, cost, financial strength, and policy offerings. See the "methodology" section for more details.
4.9
AM Best rating
A.M. Best is a global credit rating agency that scores the financial strength of insurance companies on a scale from A++ (Superior) to D (Poor).
A++
Cost
Using a mix of internal and external rate data, we grade the cost of each insurance company's premiums on a scale from least expensive ($) to most expensive ($$$$$).
$
$
$
$
$
All 50 states
Why we chose it
MassMutual’s whole life insurance plan provides a lifetime coverage option that builds cash value with the potential to earn dividends.
Pros and cons
Pros
Strong financial stability ratings
Higher potential for dividends for whole life policyholders than many competitors
Whole life insurance policies build cash value throughout the insurer’s entire life and may be sold for its equivalent value in times of need. Whole life insurance can cost up to 15 times more than term life since it never expires as long as you're living and paying premiums. We selected MassMutual as the best whole life insurance company because it pays more in dividends than other insurers do.
Best for seniors
2023 Policygenius award winner
Prudential
Policygenius rating
Our proprietary rating methodology takes multiple factors into account, including customer satisfaction, cost, financial strength, and policy offerings. See the "methodology" section for more details.
4.1
AM Best rating
A.M. Best is a global credit rating agency that scores the financial strength of insurance companies on a scale from A++ (Superior) to D (Poor).
A+
Cost
Using a mix of internal and external rate data, we grade the cost of each insurance company's premiums on a scale from least expensive ($) to most expensive ($$$$$).
$
$
$
$
$
All 50 states
No-medical-exam option
Why we chose it
With nearly four million policyholders and 150 years to its name, Prudential offers competitive coverage options for seniors, as well as people with some of the most common medical conditions, including asthma, depression, and fibromyalgia.
Pros and cons
Pros
Good for people over 60
More flexible income requirements than some other insurers
Considers applicants with a variety of immigration statuses (visas and green cards)
Cons
Younger applicants will likely find better prices elsewhere
No-med option can end up requiring a medical exam most of the time
Prudential is an excellent choice for Wisconsin seniors over age 60 who are considering purchasing a life insurance policy. Older adults pay higher rates than younger people, but Prudential’s rates are competitive, and it covers seniors with certain medical conditions that other companies won’t.
Best for young adults
Brighthouse Financial
If you’re between age 25 and 50 and have children, you’ll want to be sure they're financially protected in the event of your death. Brighthouse Financial is our top choice for whole or term life insurance. With its simple application process, approval for a new policy can take less than 24 hours.
Best for people with pre-existing conditions
2023 Policygenius award winner
Lincoln Financial
Policygenius rating
Our proprietary rating methodology takes multiple factors into account, including customer satisfaction, cost, financial strength, and policy offerings. See the "methodology" section for more details.
4.8
AM Best rating
A.M. Best is a global credit rating agency that scores the financial strength of insurance companies on a scale from A++ (Superior) to D (Poor).
A
Cost
Using a mix of internal and external rate data, we grade the cost of each insurance company's premiums on a scale from least expensive ($) to most expensive ($$$$$).
$
$
$
$
$
No-medical-exam option
Why we chose it
Lincoln Financial offers a diverse array of life insurance policies, including competitive no-med and high-net-worth options.
Pros and cons
Pros
Affordable rates
Good for many existing health conditions, including depression, stroke, and heart conditions
Lincoln Financial is the best choice for most Wisconsin residents with pre-existing medical conditions like diabetes, arthritis, or cancer thanks to its affordable rates, flexible policies, and no-medical-exam options.
Best for marijuana users
Lincoln Financial
Most life insurance companies assign expensive "smoker" rates to marijuana users, but Lincoln Financial offers many marijuana users more affordable rates, making it an obvious top choice.
Best for smokers
Banner Life
Tobacco smokers typically pay much higher life insurance premiums than people who don't smoke, but Banner Life offers the most affordable rates on the market for smokers. Even better, policyholders who have quit smoking for one year can have their premiums reduced.
Comparing the best life insurance companies in Wisconsin
Company
Policygenius rating
Best for
Types of policies
Banner Life
5.0 / 5
Overall, cheapest, term life, smokers
Term life, no-medical-exam life, universal life
Brighthouse Financial
5.0 / 5
No-medical-exam life, young adults
Term life, no-medical-exam life, whole life, short-term life, universal life
MassMutual
4.9 / 5
Whole life
Term life, no-medical-exam life, whole life, universal life, variable universal life
Lincoln Financial
4.8 / 5
Marijuana users, people with pre-existing conditions
Term life, no-medical-exam life, indexed universal life, variable universal life
Prudential
4.1 / 5
Seniors
Term life, no-medical-exam life, short-term life, universal life, indexed universal life
What is the average cost of life insurance in Wisconsin?
The price you pay for a life insurance policy in Wisconsin differs from person to person. Personal data, such as whether you smoke or have a medical condition, can affect your rates. Based on Policygenius data from April 2023, the average monthly cost of a $500,000, 20-year term life insurance policy in Wisconsin for a healthy, non-smoking 35-year-old is $25.78 for women and $30.81 for men.
What happens if a life insurance company goes bankrupt in Wisconsin?
The Wisconsin Insurance Security Fund protects policyholders in the state if a life insurance company they do business with goes bankrupt. However, the fund doesn’t cover all types of policies, and policyholders can expect delays in payment while going through the bankruptcy process. Fortunately, it is extremely rare for a life insurance company to declare bankruptcy in the United States.
How to find a lost life insurance policy in Wisconsin
To find out about unclaimed death benefits or other missing financial assets, Wisconsin residents may contact the Wisconsin Department of Revenue or the Life Insurance Policy Locator Service, a nationwide database sponsored by the National Association of Insurance Commissioners.
Wisconsin life insurance laws
These Wisconsin laws and statutes protect the rights of policyholders and govern how life insurance companies conduct business in the state.
Free look period
Life insurance policies sold in Wisconsin offer a 10-day or 30-day period for purchasers to review the plan. New policyholders may return the policy during this period if they find it unacceptable.
Guaranty Fund protection
There are protections for policyholders in Wisconsin if a life insurance company becomes insolvent. The Wisconsin Insurance Security Fund is a non-profit entity that continues to provide policy coverage and pay policyholders' claims during the bankruptcy period.
Contestable period
The contestable period for a life insurance policy in Wisconsin is two years. Specifically, an insurer can reject a claim for up to two years if it determines that a policyholder lied on their application.
Time allowable to settle a claim
Wisconsin beneficiaries can expect payments within 30 days after a death claim is submitted to their insurer. After a month, interest accrues on the beneficiary’s account until the claim is paid.
Grace period for missed payments
Wisconsin life insurance policyholders have at least 31 days to make a payment on a life insurance policy.
Frequently asked questions
What is the best life insurance company in Wisconsin?
According to Policygenius' rating methodology, the best insurance company for Wisconsin residents is Banner Life. It has affordable rates and a range of policy options.
What is the contestable period for life insurance policies in Wisconsin?
The contestable period is two years in Wisconsin. Insurance companies can deny or delay paying claims during this time if they find the client wasn’t truthful on their application.
Find the best life insurance companies in your state
Gianetta Palmer is a contributing writer at Policygenius, where she covers life insurance, home insurance, and auto insurance. Her writing has also appeared in TIME, Readers Digest, Healthline, and elsewhere.
Julia Kagan is a contributing editor at Policygenius, where she specializes in life insurance. Previously, Julia was the senior personal finance editor at Investopedia for nearly a decade, a vice president and editorial director at Consumer Reports, the editor of Psychology Today, and the vice president of content at Zagat Surveys.
