Prudential vs. Lincoln Financial: Which is better?

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

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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.

Gender Age
Prudential
Lincoln Financial
Male 20
$24.28
$23.41
Male 30
$23.41
$24.46
Male 40
$28.87
$33.69
Male 50
$54.47
$77.44
Male 60
$158.59
$233.19
Gender Age
Prudential
Lincoln Financial
Female 20
$17.50
$20.13
Female 30
$19.25
$21.61
Female 40
$23.41
$28.77
Female 50
$44.41
$58.62
Female 60
$108.28
$180.91

*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

Prudential
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 an NR 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 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.
21 - 54 years old
$50,000 to $1,000,000
No
Not available in Alaska or New York
Affordable 2-, 10- and 20-year term life insurance policies. Instant quotes and no medical exams.
20 to 60 years old
$100,000 to $8,000,000
No
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
No
All 50 states
Customized term life insurance policies up to $3 million, no medical exam for certain applicants.
25 - 60 years old
$100,000 to $5,000,000
No
Available in all states except for Montana
Offers term life insurance with accelerated underwriting. No-exam coverage up to $1,000,000 for those who qualify.

Compare up to 4 providers

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