Finder may earn compensation from partners, but editorial opinions are our own. Advertiser Disclosure

Prudential vs. Lincoln Financial: Which is better?

To drill down the differences between these insurers, turn to their available riders.

These top-tier insurers are on par in terms of their financial ratings and customer reputations. But their riders target different types of policyholders.

Life insurance policies with Prudential and Lincoln Financial

Lincoln Financial
Variable universal
Indexed universal
Final expense
Protect your loved ones
Compare 12+ top insurers side-by-side to get the best possible deal, and shop return of premium policies online.

Need help? Talk to a customer specialist



The rate you’re offered is based on your age, gender, occupation and lifestyle. But between these insurers, you can expect to pay higher premiums with Lincoln Financial — especially as a senior.

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

Lincoln Financial
Lincoln Financial

*Based on sample rates from Policygenius, August 2019.

Policy riders

Prudential Riders

  • Waiver of premium rider
  • Accelerated death benefit rider
  • Accidental death benefit rider
  • Serious illness rider
  • Estate planning rider
  • Cash value rider
  • Disability income rider
  • Additional death benefit rider

Lincoln Financial Riders

  • Waiver of premium rider
  • 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

Pacific Life
A.M. BestA+ (Superior)A+ (Superior)
Moody’sAa3 (High quality)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

Prudential has a D- rating with the Better Business Bureau while it resolves complaints. The BBB records 69 complaints in the past three years, with many of them relating to billing issues and the claims process. Customers award the company 1 out of 5 stars — but these reviews reflect the company as a whole, and not just its life insurance department.

Lincoln Financial is accredited with the BBB, but hasn’t been given a rating yet. To date, there are no reviews or customer complaints on the site.

Bottom line

When it comes to their product lineups, financial ratings and reputations, these insurers are pretty similar. However, the list of available riders may sway you towards one insurer or the other.

To weigh up your options, compare life insurance providers.

Compare life insurance providers

Name Product Issue age Minimum Coverage Maximum Coverage Term Lengths Medical Exam Required
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.
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.
18 - 60 years old
10, 15, 20, 25, 30 years
Get a quote in less than 10 minutes with on-the-spot approval and no medical exam.
Everyday Life
20 - 75 years old
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.
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.
JRC Life Insurance
18 - 85 years old
10, 15, 20, 25, 30, 35, 40 years to lifetime/age 121
May be required
Compare policies up to $10 million from 45+ top insurance companies with the click of a button.

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