Prudential vs. Lincoln Financial: Which is better?

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

Last updated:

We value our editorial independence, basing our comparison results, content and reviews on objective analysis without bias. But we may receive compensation when you click links on our site. Learn more about how we make money from our partners.

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

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.

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.

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.

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 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
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
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
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
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

Was this content helpful to you? No  Yes

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