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True Blue Life Insurance review 2020

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This online marketplace does the legwork and compares quotes from 60 insurance providers for you.'s rating: 3.5 / 5


  • Get a quote if… you want to compare 60 insurance carriers on the one site.
  • Pick something else if… you need coverage over $5 million.

18 to 85

Issue Age

$25,000 to $5,000,000



Medical Exam Required


Free quote Fill out an online form
Available states All states
Policy options Term, Whole, Universal, Final Expense, Index Universal, Variable, Instant Issue, Guaranteed Issue, Accidental Death & Dismemberment
Term lengths 10, 15, 25 and 30 years
Issue age 18 to 85
Coverage $25,000 to $5,000,000
Medical exam required No
Monthly cost Not listed
Claim methods Contact carrier
Customer support Phone, Email, Live chat, Fax, In person
Riders offered Accelerated death benefit rider, Accidental death benefit rider, Child rider, Critical illness benefit rider, Guaranteed insurability rider, Long-term-care rider, Waiver-of-premium rider

Expert review

Katia Iervasi

Review by

Katia Iervasi is a staff writer who hails from Australia and now calls New York home. Her writing and analysis has been featured on sites like Forbes, Best Company and Financial Advisor around the world. Armed with a BA in Communication and a journalistic eye for detail, she navigates insurance and finance topics for Finder, so you can splash your cash smartly (and be a pro when the subject pops up at dinner parties).

Expert review

True Blue Life Insurance is an industry leader for its algorithms, which allow potential policyholders to compare quotes from over 60 carriers without handing over their personal information. However, it only offers coverage up to $5 million.

While the marketplace does a lot of the legwork, it always pays to do your own research and compare providers.

Life insurance is an ongoing expense, which is why it’s so important to compare providers and policies before choosing one.

To cut down on that research, True Blue offers online quotes for over 60 life insurance companies. Its standards are stringent: It only represents companies that hold an Excellent rating — or higher — with AM Best. But the coverage is capped at $5 million.

What types of life insurance coverage does True Blue offer?

True Blue compares term and permanent policies from more than 60 carriers.

True Blue’s coverage options

Term life insurance offers coverage for a set time period, and True Blue’s algorithm can collect quotes for the following terms:

  • 10-year guaranteed level term
  • 15-year guaranteed level term
  • 25-year guaranteed level term
  • 30-year guaranteed level term

You can purchase policies with a face value between $25,000 and $10 million. The premium stays the same for the life of the policy. At the end of the term, you typically have three options: Renew your policy, let it lapse, or convert to a permanent policy for lifelong protection.

While term life insurance is its focus, True Blue also aggregates quotes for permanent policies. These policies accumulate cash value over time, and some — like variable life insurance — have an investment component. When you pass away, your beneficiaries will receive a guaranteed death benefit plus an added cash value benefit.

True Blue also pulls together provider offerings for final expense, instant issue, guaranteed issue and no medical exam policies.

Which companies does True Blue work with?

True Blue Life Insurance operates in all 50 states, and caters to people of all ages and health histories. While you can find the full list on their site, here are some of the biggest names that you can choose from:

  • AIG
  • Assurity Life Insurance Company
  • Banner Life
  • MetLife
  • Mutual of Omaha
  • Protective Life
  • Prudential Financial
  • Pacific Life
  • William Penn Life Insurance

What riders can I add to my life insurance policy?

Since True Blue isn’t a carrier, what policy riders are available to you will come down to the individual providers. You may be able to customize your coverage with these riders:

  • Accelerated death benefit
  • Accidental death benefit
  • Children term insurance
  • Waiver of premium
  • Overloan protection
  • Disability coverage
  • Additional insured

How much does True Blue Life Insurance cost?

Again, this depends on the provider and type of policy you choose. During the quoting process, True Blue will highlight the “most affordable” and “recommended” options, and you can hide certain carriers and adjust your criteria — for example, your coverage amount — to compare rates.

If you’re not sure how much life insurance you need, True Blue has a handy insurance calculator on site. To crunch your numbers, head to the homepage and scroll down until you reach Resources > Life Insurance Calculator.

How can I get the lowest rate?

From a provider’s point of view, life insurance is a calculated risk. The rate you’re offered reflects your age, health, lifestyle, occupation and hobbies, as well as the length and amount of coverage. To protect themselves, insurers reserve their best rates for applicants with the lowest risk.

True Blue has more than 60 carriers in its marketplace. Each has its own complex underwriting process that considers the following:

  • Tobacco use. To reach the highest rate class, you usually have to prove you haven’t smoked tobacco in the past five years. Some insurers allow a celebratory cigar once a month.
  • Age. Young, healthy applicants tend to pay lower premiums.
  • Driving record. If your recent record is free from major traffic violations and DUIs, you’ll probably score a cheaper premium.
  • Health. Insurers assess your cholesterol, blood pressure, BMI and family medical history, and typically charge higher rates when there’s a history of cardiovascular disease, cancer, melanoma, strokes or diabetes.
  • Occupation. People with dangerous jobs pay higher premiums to compensate for that risk. Think loggers, firemen and war journalists.
  • Hazardous lifestyle. Do you drive race cars or go skydiving, scuba diving, hang gliding or rock climbing often? Your provider may raise your rates.
  • Alcohol and drugs. For the preferred rate, you must not have a history of drug or alcohol addiction.

Pros and cons


  • One-stop shop. Compare rates and policies from over 60 providers.
  • Strict standards. True Blue only partners with insurance carriers that hold an A-rating or better with AM Best.
  • Range of coverage. You can purchase policies with a face value of $25,000 to $5 million, and last 10 years to a lifetime.
  • Instant online quotes. Submit a few details about your health and lifestyle, and True Blue will aggregate quotes within minutes.
  • Accurate quotes. True Blue claims that 91% of the time, your quote and the premium you end up paying are the same.
  • Low pressure application. You can research your options freely without supplying your personal information. Also, True Blue doesn’t work on sales quotas, so it never up sells or cross sells.
  • Excellent customer service. The company holds the highest rating on Better Business Bureau, and has near-perfect reviews on consumer sites.


  • Lack of branches. There’s only one office in Scottsdale, Arizona.
  • Limited customer support window. You can call an agent during business hours. Outside of those hours, you’re limited to email.
  • No live chat. Despite doing most of its business online, True Blue’s website doesn’t have a chat function.
  • Term life bias. While the marketplace offers both term and permanent policies, it openly says it prefers term life insurance.

Compare other life insurance companies

Name Product Issue age Minimum Coverage Maximum Coverage Medical Exam Required
18 - 60 years old
This life insurance broker combines technology and the human touch to match you with a policy tailored to your needs.
18 - 85 years old
Depends on provider and policy
Compare affordable quotes from 12+ A-rated life insurance companies side-by-side.
21 - 54 years old
Affordable 10- and 20-year term life insurance policies with instant quotes and no medical exams.
Everyday Life
20 - 75 years old
Build a customized laddering strategy to target specific financial responsibilities and save on term life.
25 - 60 years old
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.

Compare up to 4 providers

True Blue Life Insurance reviews and complaints

True Blue has been accredited with the Better Business Bureau (BBB) since 2007, and boasts an A+ rating. It’s earned five stars based on 221 customer reviews. The BBB hasn’t recorded any consumer complaints — which is an impressive feat given True Blue has been in business for over 15 years.

The insurance marketplace also has a five-star rating on Google, based on 110 reviews. Above all, customers like that they can compare quotes from a range of carriers without leaving the site. They also praised True Blue’s responsive customer service, and said its team members stand out for their knowledge and experience.

How does True Blue Life Insurance protect my data?

First, you can research and compare policies without handing over your personal information or contact details. This feature is one of True Blue’s most unique selling points.

If and when you do submit your personal information, it’s transmitted via Secure Sockets Layer (SSL) technology. True Blue then encrypts it into its database, so only authorized personnel who are bound by customer confidentiality can access it.

The company never stores credit cards, Social Security numbers or other financial details on its server.

How do I sign up?

To compare quotes, fill out True Blue’s questionnaire. It takes around 10 minutes to complete. These are the steps:

  1. Go to the True Blue Life Insurance website. Press Get a Quote.
  2. Enter your gender, date of birth, height, weight and state, and describe your nicotine use. Choose the coverage amount and type of policy you want from the dropdown menu. Click Continue.
  3. Next, you’ll be asked about your medical history. For the most accurate quote, select any health conditions that apply to you. Click Continue.
  4. Check the boxes that best describe your driving history, drug and alcohol use, credit score, hobbies and financial standing — for example, if you ever filed for bankruptcy. Click See My Quotes.
  5. True Blue will generate a range of quotes. You can further refine your options by hiding certain carriers, and tweaking your coverage type and amounts. If you’re interested in a quote, press Application Request.
  6. Follow the prompts to submit your application to the provider.

I’ve signed up. What happens next?

Once you’ve submitted an application, True Blue’s job is done and you’ll deal directly with the provider. Turnaround times vary, but typically no-medical-exam policies are approved within two days, while policies that require a physical can take up to three weeks.

More about True Blue Life Insurance

Headquartered in Scottsdale, Arizona, True Blue Life Insurance aims to break down the two main barriers that prevent consumers from completing the purchasing process: time and money.

It stands out for its partnership with over 60 carriers — all of which have an AM Best rating of A- (Excellent) or higher. It’s also unique for offering final expense policies online.

The company claims that each agent has at least 10 years of experience in the insurance industry, and aren’t motivated by sales quotas.

True Blue generates a lot of press attention from tech and consumer sites for its model. Founder Brian Greenberg is often in the media discussing marketing and SEO strategies for small businesses. He’s the author of The Salesman Who Doesn’t Sell.

Frequently asked questions

Life insurance ratings

★★★★★ — Excellent

★★★★★ — Good

★★★★★ — Average

★★★★★ — Subpar

★★★★★ — Poor

Our experts analyze life insurance companies to help you to find the strongest possible policy and premium for your family’s needs. We assess their financial strength, customer satisfaction, policy features and riders. We then give each insurer a score between one and five stars that reflects their offering and reputation in the industry.

Learn more about our methodology here.

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