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Prudential vs. Lincoln Financial: Which is better?

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


Fact checked

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 affordable quotes from 12+ A-rated life insurance companies side-by-side.

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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.

Gender Age
Lincoln Financial
Male 20
Male 30
Male 40
Male 50
Male 60
Gender Age
Lincoln Financial
Female 20
Female 30
Female 40
Female 50
Female 60

*Based on sample rates from Policygenius, August 2019.

Compare life insurance rates

Compare quotes for life insurance policies starting at $15/month.

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. Best A+ (Superior) A+ (Superior)
Moody’s Aa3 (High quality) A1 (Good)
Standard & Poor’s AA- (Very strong) AA- (Very strong)
Fitch AA- (High quality) A+ (Very high quality)
J.D. Power 3 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 - 75 years old
10, 15, 20, 30 years
Customize your term life insurance with a long list of life and disability riders. Get a free quote on Policygenius.
18 - 75 years old
10, 15, 20, 25, 30 years
Depends on policy
Purchase a policy worth anywhere from $25,000 to $10 million, with the option to skip the medical exam. Get a free quote on Policygenius.
18 - 80 years old
10, 15, 20, 25, 30 years
Depends on policy
Purchase term life insurance up to age 80 with Finder's #1 ranked company. Get a free quote from this A+ rated insurer on Policygenius.
20 - 85 years old
10, 15, 20, 25, 30, 35 years
Buy term life insurance all the way up to age 85, and choose a policy that lasts up to an incredible 35 years. Get a free quote on Policygenius.
John Hancock
18 - 65 years old
10, 15, 20 years
Depends on policy
Score a low rate on term life insurance with discounts and rewards for your healthy habits. Get a free quote on Policygenius.

Compare up to 4 providers

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