We value our editorial independence, basing our comparison results, content and reviews on objective analysis without bias. But we may receive compensation when you click links on our site. Learn more about how we make money from our partners.

Ameritas life insurance review

Last updated:  

An impressive selection of riders and top marks from A.M. Best and the Better Business Bureau.

As one of the oldest and best-established insurance providers in the US, Ameritas has the size and stability to offer a large suite of life insurance products to a potential policyholder.
Get a quote if…

  • You want to customize your coverage with a sizable selection of policy and rider options.

Choose a different provider if…

  • You require customer support outside the peak weekday hours of nine to five.


What types of life insurance coverage does Ameritas offer?

From term to universal, Ameritas has a number of life insurance policy options to choose from:

  • Term
    The Ameritas Value Plus Term for Families policy offers fixed premiums and a guaranteed death benefit as long as premiums are paid. Terms range from one to 30 years with the opportunity to convert to a permanent policy at the end of your term.
  • Whole
    Ameritas has a number of whole life policies to choose from, including: Ameritas Growth Whole Life, Ameritas Value Plus Whole Life, Keystone Whole Life and Keystone Foundation Whole Life. These participating policies offer the opportunity to build cash value, earn dividends and a guaranteed interest rate of 4% on accumulated cash value over the life of the policy.
  • Universal
    Universal life insurance policies with Ameritas include the Ameritas Value Plus Universal Life, Excel Essential Universal Life, Excel LifeValue Universal Life and Excel LifeValue Survivor Universal Life. These universal policies offer control over your premiums and guaranteed protection as long as your policy maintains a cash surrender value of at least $1.
  • Variable universal
    With the Ameritas Excel Performance Variable Universal policy, you can select any combination of investment options to invest in with a portion of each premium you pay. You’ll have access to a number of investment management tools and are free to tweak your premium payments to benefit your current financial needs.
  • Index universal
    Ameritas offers three index universal policies to choose from: Excel Index Universal Life, Excel Plus Index Universal Life and Growth Index Universal Life. These policies accumulate cash value based on the performance of the equity index they’re linked to, like the S&P 500 Index.

Read our review on Ameritas disability insurance

What riders can I add to my life insurance policy?

Policy riders are add-ons designed for specific life circumstances. While each rider comes with a cost, each allows you to customize your coverage and provides an added cushion of protection to your policy:

  • Accidental death benefit rider. You’re guaranteed to receive an additional death benefit if you die in an accident.
  • Children’s insurance rider. This rider offers an additional $25,000 of coverage per child with the option to convert the coverage to a permanent policy.
  • Flexible paid-up rider. You can purchase additional paid-up whole life insurance to increase your death benefit and build more cash value.
  • Guaranteed insurability rider. Offers the option to increase your coverage on predetermined dates without the need for a medical exam.
  • Level term rider. Offers the advantages of term insurance for your whole insurance policy to lower the cost of coverage and build your death benefit.
  • Terminal illness rider. Offers an accelerated death benefit in the event of chronic or terminal illness.
  • Waiver of premium rider. In the event that you become disabled, your premiums will be waived.
  • Scheduled increase option rider. Automatically increase your insurance each year in increments of 1% to 10%.
  • Term insurance for other insured’s rider. Like children’s insurance, this rider offers additional coverage for up to five additional family members or business partners.

How much does Ameritas cost?

How much you’ll be expected to pay for a life insurance policy with Ameritas will vary by your location, age, gender, overall health, coverage amount and policy selected.

You can obtain a free quote on the Ameritas website by entering your birthdate, state of residence, gender and coverage amount.

How do I get a low rate?

Ameritas offers four tiers of rates: Standard, Select, Preferred and Preferred Plus.

Tobacco users can be assigned a Standard or Preferred rate based on their ability to meet additional rate tier qualifications. That said, both Standard and Preferred rates for tobacco users are higher than the Standard and Preferred rates offered to non-smokers.

Health and lifestyle factors that may diminish your rate tier include:

  • High cholesterol
  • High blood pressure
  • Weight to height ratio
  • Tobacco use
  • Alcohol or substance abuse
  • Driving violations
  • Past felonies
  • Family history of heart disease
  • Engagement in dangerous sports or activities, such as aviation

Pros and cons of Ameritas


  • Customizable policies. Ameritas offers a number of term, whole and universal policies to choose from alongside a comprehensive list of available riders.
  • Pays dividends. Ameritas is owned by its participating policyholders, and — while not guaranteed — can pay annual dividends.
  • Strong history. Ameritas boasts a longer history than most, with over 130 years of experience behind its name.
  • Positive reviews. Ameritas enjoys high ratings across the board from AM Best, Standard & Poor’s and the Better Business Bureau.


  • Challenging claims process. Several online reviews indicate that filing a claim with Ameritas can be both difficult and time consuming.
  • Limited support. Ameritas telephone support is only available weekdays from 7 a.m. to 5 p.m. CT

Compare other life insurance companies

If you’re looking for more options to compare, take a look at these other providers.

Name Product Issue Ages Coverage Range Medical Exam Required State Availability
18 - 85 years old
$10,000 to $10,000,000+
Depends on provider and policy
All 50 states
Compare affordable quotes from 12+ A-rated life insurance companies side-by-side.
20 - 85 years old
$100,000 to $2,000,000
Depends on policy.
Products and product features may not be available in all states.
This well-established life insurance provider could offer you $250,000 worth of coverage for as low as $14 per month.
21 - 54 years old
$50,000 to $1,000,000
Not available in Alaska or New York
Affordable 2-, 10- and 20-year term life insurance policies. Instant quotes and no medical exams.
20 - 60 years old
$100,000 to $8,000,000
Not available in New York
Term life insurance with no policy fees and the freedom to cancel anytime. Simple application process that can get you approved for coverage instantly.
18 - 64 years old
$100,000 to $3,000,000
All 50 states
Customized term life insurance policies up to $3 million, no medical exam for certain applicants.

Compare up to 4 providers

Ameritas reviews and complaints

Ameritas receives an A (Excellent) rating from AM Best and an A+ (Strong) from Standard & Poor’s. It’s been an accredited business with the Better Business Bureau since 1948 and receives an A+ BBB rating.

Complaints against this insurance provider are few and far between, which speaks to a high level of customer satisfaction. That said, several complaints cite a frustrating claims process with Ameritas and high transaction fees.

How does Ameritas protect my data?

On its website, Ameritas states that it doesn’t sell customer information for marketing purposes. Ameritas also states that it holds all of its third-party service providers to the same privacy and security standards. Any medical information is shared strictly for underwriting purposes.

How do I sign up?

  1. To find an Ameritas financial professional near you, go to Amertias’ website and click Find a financial professional.
  2. Enter your name, email address, phone number and ZIP code. Indicate what kind of insurance product you’re interested in. Add any additional information in the comments section and solve the recaptcha. Click Submit.

I’ve signed up. What happens next?

Once you submit your information on the Ameritas website, you’ll be matched with a local Ameritas insurance agent. This process typically takes between one to two weeks.

After being matched with an agent, you’ll be able to submit an application for life insurance. Turnaround time varies from policy to policy, but you can expect to have coverage within one month of submitting your application.

More about Ameritas

Ameritas was founded in 1887 in Lincoln, Nebraska. Over the next hundred years, it grew from a small Midwest provider to one of the largest insurance companies in the US.

Ameritas is still headquartered in Lincoln, Nebraska, and offers life insurance products alongside disability income and retirement, dental, vision and hearing plans.

Bottom line

While some customers find the claims process to be a bear, Ameritas is well-rated overall. Though it has extensive offerings, you may still want to compare other life insurance providers before submitting your application.

Frequently asked questions

Ask an expert

You are about to post a question on finder.com:

  • Do not enter personal information (eg. surname, phone number, bank details) as your question will be made public
  • finder.com is a financial comparison and information service, not a bank or product provider
  • We cannot provide you with personal advice or recommendations
  • Your answer might already be waiting – check previous questions below to see if yours has already been asked

Finder only provides general advice and factual information, so consider your own circumstances, or seek advice before you decide to act on our content. By submitting a question, you're accepting our Terms of Use and Privacy and Cookies Policy.
Go to site