Two recent studies by J.D. Power, one on individual life insurance and the other on individual annuities, found that overall, customer satisfaction with each of these products is improving. This is a big turnaround from recent years in which customer satisfaction and engagement decreased the longer an individual held a policy.
So what changed? Digital interaction. The studies showed that more customers use digital tools to monitor policy updates and changes and communicate with local agents and financial advisers. Nearly three-fourths, or 72%, of annuity customers regularly interact with their provider digitally via website, email, chat, text or mobile app.
Other key findings include:
Sign up for Kiplinger’s Free E-Newsletters
Profit and prosper with the best of expert advice on investing, taxes, retirement, personal finance and more - straight to your e-mail.
Profit and prosper with the best of expert advice - straight to your e-mail.
- The number of life insurance customers purchasing their policies for financial and final planning reasons increased to 39% in 2023 from 30% in 2022.
- Customer satisfaction with annuity products is 800 (on a 1,000-point scale) this year, a significant 11-point increase from 2022, largely driven by increased digital engagement.
- State Farm ranks highest among individual life insurance providers for a fourth consecutive year, with a score of 843. Nationwide (840) ranks second and MassMutual (809) ranks third.
- F&G (formerly Fidelity & Guaranty Life) ranks highest among individual annuity providers, scoring 843. MassMutual (827) ranks second and Nationwide (826) ranks third.
"Sales of life insurance enjoyed a brief surge in popularity during the height of the pandemic, while sales of annuities have more recently soared,” said Breanne Armstrong, director of insurance intelligence at J.D. Power. “Now, with more customers than ever engaging with life insurance and annuity providers more frequently via digital channels, we’re starting to see a real evolution.”
Should you buy life insurance when you're young?
It’s safe to say, one of the last things on your mind is buying life insurance when you’re young and healthy, But if you’re between the ages of 20 and 40, now could actually be the best time to invest in your future.
Besides, there is usually less chance of being turned down for a life insurance policy when you’re young, and policies are typically more affordable than when you’re older. In fact, the monthly payment on a 30-year term life insurance policy may cost less than a few Uber rides or dinner at your favorite restaurant, and the protection means one less thing your family needs to worry about.
In much the same way, a retirement plan such as an annuity can provide reliable income when you need it and can often bridge the gap between your accumulated savings and Social Security or other sources of retirement income. Plus, annuities grow tax-deferred, which means Interest earned in a deferred annuity is not taxed until withdrawn.
About the findings
J.D. Power's 2023 U.S. Individual Life Insurance Study measured overall customer satisfaction with the largest individual life insurance companies in the U.S. The study is based on responses from 5,588 individual life insurance customers. The U.S. Individual Annuity Study measured overall customer satisfaction with the largest annuity companies in the U. S. from 3,579 individual annuity customers. Each study was conducted between May and July 2023.
Related Content
-
The Trump GOP Tax Bill Could Worsen California Cost of LivingState Tax Energy bills in the Golden State may shock you if Republican lawmakers in Congress remove certain energy tax credits through Trump's 'big, beautiful bill.'
-
The Best Covered-Call ETFs to BuyCovered-call ETFs can provide consistent, above-average income generation, but they can also cap potential upside. Here's what to look for.
-
Kiplinger Readers' Choice Awards 2025: Auto Insurance CompaniesReaders' Choice Awards auto insurance company
-
Kiplinger Readers' Choice Awards 2025: Homeowners Insurance Companies
Readers' Choice Awards In our 2025 Readers' Choice Awards survey, readers evaluated financial providers. Find out which homeowners' insurance company came out on top.
-
The 100,000 Mile Rule in Car Insurance to Avoid Overpaying for Coverage You Don’t NeedThe 100,000 mile rule in car insurance can help you slash premiums by slashing coverage you can’t use.
-
Does Cruise Insurance Cover Pirates and Other Unexpected Risks?How cruise lines handle onboard crime, risky situations at sea and what your travel insurance actually covers.
-
How Much Does Flood Insurance Cost in 2025?What homeowners and renters need to know about rising flood insurance rates, FEMA’s Risk Rating 2.0 and how to protect your property.
-
Is Your Smartphone Making Your Car Insurance More Expensive?Apps that track your location and behavior could be quietly raising your rates — even if they're not from your insurance company.
-
What Pet Insurance Does and Doesn’t CoverPet insurance can save you thousands on vet bills, but it doesn’t cover everything. Here are the key types of coverage and exclusions you need to know.
-
Hail Damage Insurance Claims: Is Filing Worth the Cost and Hassle?Before filing a hail damage insurance claim, understand the potential costs, risks and whether it’s worth the effort. Learn when to file and when to pay out of pocket.
