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Prudential vs. Lincoln Financial: Which is better?

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

Updated

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 products with Prudential and Lincoln Financial

Prudential
Lincoln Financial
Term
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Whole
Universal
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Variable
Variable universal
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Indexed universal
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Final expense
Survivorship
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Protect your loved ones
Compare affordable quotes from 12+ A-rated life insurance companies side-by-side.

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Costs

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.

GenderAge
Prudential
Lincoln Financial
Male20
$24.28
$23.41
Male30
$23.41
$24.46
Male40
$28.87
$33.69
Male50
$54.47
$77.44
Male60
$158.59
$233.19
Get a quote on Prudential
GenderAge
Prudential
Lincoln Financial
Female20
$17.50
$20.13
Female30
$19.25
$21.61
Female40
$23.41
$28.77
Female50
$44.41
$58.62
Female60
$108.28
$180.91
Get a quote on Policygenius

*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
Get a quote on Prudential

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
Get a quote on Policygenius

Financial strength

Prudential
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 Medical Exam Required
Sproutt
18 - 60 years old
$50,000
$5,000,000
No
This life insurance broker combines technology and the human touch to match you with a policy tailored to your needs.
Policygenius
18 - 85 years old
$10,000
$10,000,000+
Depends on provider and policy
Compare affordable quotes from 12+ A-rated life insurance companies side-by-side.
Bestow
21 - 54 years old
$50,000
$1,000,000
No
Affordable 10- and 20-year term life insurance policies with instant quotes and no medical exams.
Everyday Life
20 - 75 years old
$100,000
$10,000,000
No
Build a customized laddering strategy to target specific financial responsibilities and save on term life.
Fabric
25 - 60 years old
$100,000
$5,000,000
Depends on policy
Get affordable term life insurance with accelerated underwriting or no-exam coverage up to $1,000,000. Available in all states except CA, NY and MT.
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Compare up to 4 providers

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