Finder makes money from featured partners, but editorial opinions are our own. Advertiser Disclosure

Pacific Life vs. Lincoln Financial

With these two insurers, the choice comes down to cost and customization.

These well-established insurers have solid financial ratings and strong product lineups. Pacific Life sits on the cheaper side of the spectrum, while Lincoln Financial caters to more complex life insurance needs.

Life insurance products with Pacific Life and Lincoln Financial

Pacific Life
Lincoln Financial
Variable universal
Indexed universal
Final expense


Your premium is a product of your age, gender, occupation and lifestyle. While it’s tailored to you, you’ll see higher premiums with Lincoln Financial.

If you’re a healthy nonsmoker, here’s what you might be charged for a $250,000, 20-year term life policy.

Pacific Life
Lincoln Financial
Pacific Life
Lincoln Financial

*Based on sample rates from Policygenius, August 2019.

Policy riders

Pacific Life offers common riders — like an accelerated death benefit — while Lincoln Financial has a more varied selection. Depending on your policy, these riders might be available to you:

Pacific Life Riders

  • Waiver of premium rider.
  • Accelerated death benefit rider.
  • Conversion rider.
  • Child rider.
  • Long-term care rider.

Lincoln Financial riders

  • Accidental death benefit rider.
  • Accelerated death benefit rider.
  • Guaranteed insurability rider.
  • Child rider.
  • Supplemental coverage rider.
  • Value protection rider.
  • Inflation protection rider.
  • Overloan protection endorsement.
  • Assured distribution endorsement rider.

Financial strength

An insurer’s financial strength is important because it points to their ability to pay claims. Pacific Life and Lincoln Financial scored top-tier ratings with the major ratings agencies, which means they have the cash to pay out claims for the foreseeable future.

In terms of customer satisfaction, Pacific Life ranked ninth out of 23 insurers surveyed in J.D. Power’s latest life insurance study, with Lincoln Financial tagging right behind at 11th.

Pacific Life
Lincoln Financial
A.M. BestA+ (Superior)A+ (Superior)
Moody’sA1 (Good)A1 (Good)
Standard & Poor’sAA- (Very strong)AA- (Very strong)
FitchAA- (High quality)A+ (Very high quality)
J.D. Power3 out of 5 circles or “about average”3 out of 5 circles or “about average”

Customer reviews and reputation

Though Pacific Life has an A- rating with the Better Business Bureau (BBB), it earns 1 out of 5 stars with customers. The BBB recorded three complaints in the past three years, which is low for a life insurance company. Most of the complaints had to do with life insurance payments and cancellations.

Lincoln Financial isn’t accredited with the BBB, but it has an A+ rating for its customer interaction. To date, there are no reviews or customer complaints on the site.

Bottom line

Both insurers can boast about their financial strength and product lineups. There are a couple of key differences between the two that may factor into your decision. Pacific Life is significantly cheaper, while Lincoln Financial has a wider range of riders to choose from.

To find out how other insurers stack up, compare life insurance companies.

Compare life insurance companies

Name Product Issue age Minimum Coverage Maximum Coverage Term Lengths Medical Exam Required
Policygenius - Life Insurance
18 - 85 years old
10, 15, 20, 25, 30 years
Depends on provider and policy
Compare 12+ top insurers side-by-side to get the best possible deal, and shop return of premium policies online.
20 - 60 years old
10, 15, 20, 25 or 30 years
No, for coverage up to $3M
Apply for term life insurance online without the medical exam. Get an instant decision and adjust your coverage at no charge.
18 - 60 years old
5, 10, 15, 20, 25 and 30 years
Compare 40+ insurers and apply online to get the lowest possible price — no medical exam required.
Everyday Life
18 - 70
10, 15, 20, 25, 30, 35 and 40 years.
Ladder multiple life insurance policies to save on the coverage you need for all your debts.
18 - 60 years old
10, 15, 20, 25, 30 years
Get a quote and apply.

Compare up to 4 providers

More guides on Finder

Ask an Expert

You are about to post a question on

  • Do not enter personal information (eg. surname, phone number, bank details) as your question will be made public
  • 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 provides guides and information on a range of products and services. Because our content is not financial advice, we suggest talking with a professional before you make any decision.

By submitting your comment or question, you agree to our Privacy and Cookies Policy and Terms of Use.

Questions and responses on are not provided, paid for or otherwise endorsed by any bank or brand. These banks and brands are not responsible for ensuring that comments are answered or accurate.
Go to site