Best Life Insurance Company That Is BBB Accredited (2023)

If you’re shopping around for life insurance, you’re probably using numerous online resources. Likely, rates and coverage will weigh heavily in your final choice. After all, finding a deal can make it worth the search. But savvy shoppers also use online reviews and other forms of feedback to get an idea of which companies other consumers are happy with.

Many third-party organizations provide shoppers with reviews and ratings that can guide their buying decisions. One of the best-known organizations to do this is the Better Business Bureau (BBB). Besides providing ratings and reviews, the BBB also offers companies accreditation. This means that the business has taken steps to prove its trustworthiness and can therefore market its products as an “accredited” company. 

Typically, the best life insurance company that is BBB accredited will have a high rating from the organization and the policyholders. Here’s a look at what that accreditation means and what to look for.

Best BBB-Accredited Life Insurance Companies

The table below shows which life insurance companies are BBB accredited, and we’ve included each company’s A.M. Best and NAIC ratings for comparison.

Financial and Consumer Ratings of Life Insurance Companies That Are BBB Accredited

Life Insurance Company	BBB Rating	A.M. Best Rating	NAIC Complaint Ratio
Globe Life	A+	A	3.52
John Hancock	A	A+	0.14
Mutual of Omaha	A+	A+	1.06
Nationwide Life Insurance	A+	A+	0.07
Primerica	A+	A+	0.28
Principal Financial	A+	A+	0.32
Securian	B	A+	3.66

As you can see, Nationwide Life Insurance is the best life insurance company that is BBB accredited due to its financial strength, high customer satisfaction, and low complaint score with NAIC.

How do life insurance companies get accredited by the BBB?

An accredited insurance company can use the BBB’s accreditation logo as a seal of trustworthiness. This gives consumers shopping for life insurance more confidence in the product or service. But how does a life insurance company become accredited?

BBB Ratings for Life Insurance Companies

Before understanding accreditation, we need to understand how the BBB hands out ratings. 

Ratings are based on numerous factors, such as:

• The type of business and how long it’s been in operation
• Transparency and trustworthiness
• Compliance and marketing methods
• Commitment to BBB standards

The final score is expressed on a scale of 100 points. Based on the total score, the BBB assigns a letter rating from A+ to F.

How an Insurance Company Is Accredited

After receiving its rating, an insurance company can become accredited if it qualifies. The BBB requires the following for a business to become accredited:

• You need to have been in business for six months or longer.
• You have the required bonding and licenses for the jurisdictions in which you operate.
• You don’t have any unresolved customer complaints.
• You don’t have any governmental ethics violations.
• You fulfill all of your contracts and promises made in business and advertising.
• You adhere to governmental and BBB advertising laws and codes.
• Your website provides and adheres to a privacy policy and uses secure financial transactions, where applicable.

Even though businesses pay an annual fee for accreditation, it cannot be purchased outright. All businesses must meet and maintain the requirements. Companies that receive it can display the BBB accreditation logo in advertising campaigns.

Shopping for a Life Insurance Company Accredited by the BBB

If you’re shopping for life insurance, whether you’re looking for a standard or instant life insurance policy, don’t immediately conclude that accredited companies have more expensive rates. If rates seem higher, it’s likely because the insurance company is selling a higher-quality product with a more trustworthy service. This means that affordable rates are not necessarily the same as cheaper rates. 

Consumers will need to weigh the benefits of accreditation against the cost of insurance to decide what is truly affordable. Accredited companies offer:

• Better claim handling. Accredited companies must prove to be responsive and honor commitments to policyholders. This translates into improved claim processing for insurance companies.
• Honest advertising. Each accredited company is required to be transparent, honest, and ethical in how it markets products and services. You can trust that you’ll get what you pay for with a life insurance company that has been accredited.
• Improved customer service. The rating system on which accreditation is based requires a business to have excellent customer service, so an insurance company that has been accredited likely has high rates of customer satisfaction.

Keep in mind that term life insurance tends to be cheaper than whole life insurance. So if price is very important to you, looking into the best term life insurance companies might be the way to go.

Affordable insurance is not just about the rates but about the trust, service, and long-term relationship you should expect. Accredited life insurance companies are more likely to make your purchase worthwhile.

The Bottom Line on Life Insurance Companies With BBB Accreditation 

The BBB insurance accreditation process is exhaustive and promotes consumer confidence. Accredited life insurance companies have demonstrated that they can meet and maintain the standards set by the bureau.

The best life insurance company that is BBB accredited is Nationwide because it offers competitive rates with superior customer service ratings from both the BBB and NAIC. However, you may prefer to shop with regional insurers. Use our comparison tool below to shop and compare rates from affordable life insurance companies near you.

Case Studies: Best BBB-Accredited Life Insurance Companies

Case Study 1: Trustworthiness and Financial Stability

John is a 45-year-old individual who is in search of a reliable life insurance company that he can trust. He values the accreditation by the BBB as an indicator of a company’s trustworthiness and commitment to ethical business practices. After conducting research, he finds Nationwide Life Insurance, one of the best BBB-accredited life insurance companies.

He appreciates Nationwide’s strong financial stability, high customer satisfaction ratings, and positive reviews from policyholders. With this knowledge, John feels confident in his decision to choose Nationwide as his life insurance provider.

Case Study 2: Ethical Business Practices and Customer Satisfaction

Sarah is a 35-year-old entrepreneur who values ethical business practices and wants to work with a life insurance company that prioritizes customer satisfaction. She explores various life insurance companies and discovers Northwestern Mutual, one of the best BBB-accredited life insurance companies.

Sarah is impressed by Northwestern Mutual’s reputation for ethical business practices and its commitment to providing excellent customer service. She feels confident that Northwestern Mutual will prioritize her needs and provide reliable coverage for her and her loved ones.

Case Study 3: Financial Stability and Positive Feedback

Michael is a 55-year-old retiree who is looking for a life insurance company that offers financial stability and has positive feedback from policyholders. He wants to ensure that his loved ones will be well-protected in the event of his passing. After thorough research, he chooses State Farm, one of the best BBB-accredited life insurance companies.

Michael is impressed by State Farm’s strong financial stability and the positive feedback from policyholders, indicating a high level of customer satisfaction. He believes that State Farm will provide reliable coverage and support for his family’s future.