Protective Insurance tops our list of the best life insurance companies in California, earning a MoneyGeek score of 4.7 out of 5 for customer service, affordability and coverage options. Lincoln Financial, Guardian Life and Prudential are strong alternatives.
Best Life Insurance Companies in California (2025)
Explore the best life insurance companies in California based on MoneyGeek's analysis of thousands of quotes, coverage options, and reviews.
Discover affordable life insurance in California below.
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Updated: October 29, 2025
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Key Takeaways
Protective offers the best life insurance in California based on MoneyGeek's analysis. Lincoln Financial is the most affordable, with monthly rates averaging $35 for men and $30 for women.
Your best California life insurance provider depends on your needs. Guardian Life ranks first for customer experience, while Prudential leads for coverage options.
Best providers vary by policy type. Legal & General leads for term life insurance. Pacific Life offers the best no-exam policy, while North American tops whole and universal life insurance.
For specialized policies, Ethos and Mutual of Omaha lead for indexed universal and guaranteed acceptance life insurance.
Get the best life insurance in California by deciding on coverage beforehand, researching costs and companies, and comparing plenty of providers.
Top Life Insurance Companies in California
Overall | Protective Insurance | 4.7 | $44 (men) $36 (women) | $532 (men) $443 (women) |
Customer Experience | Guardian Life | 4.6 | $51 (men) $40 (women) | $612 (men) $480 (women) |
Affordability | Lincoln Financial | 4.5 | $35 (men) $30 (women) | $417 (men) $359 (women) |
Coverage Options | Prudential | 4.1 | $61 (men) $48 (women) | $735 (men) $578 (women) |
*Rates presented are based on average quotes for 40-year-old nonsmokers with a 20-year term policy and $500,000 coverage amount. These are estimates based on MoneyGeek's analysis and may not reflect your actual premium. Individual rates vary significantly based on health, lifestyle, and other underwriting factors. Contact insurers directly for personalized quotes.
Best Overall: Protective
Protective
MoneyGeek Rating
4.7/ 5
4.8/5Affordability
4.6/5Customer Experience
4.3/5Coverage Options
Average Monthly Cost
$44 (men); $36 (women)*Based on 20-year term policy with $500,000 coverage amount for 40-year-old nonsmokers with average weight and health ratings.Average Annual Cost
$532 (men); $443 (women)*Based on 20-year term policy with $500,000 coverage amount for 40-year-old nonsmokers with average weight and health ratings.
Best Customer Experience: Guardian Life
Guardian Life
MoneyGeek Rating
4.6/ 5
4.6/5Affordability
4.9/5Customer Experience
4/5Coverage Options
Average Monthly Cost
$51 (men); $40 (women)*Based on a 20-year term policy with $500,000 coverage amount for 40-year-old nonsmokers with average weight and health ratings.Average Annual Cost
$612 (men); $480 (women)*Based on a 20-year term policy with $500,000 coverage amount for 40-year-old nonsmokers with average weight and health ratings.
Best for Affordability: Lincoln Financial
Lincoln Financial
MoneyGeek Rating
4.5/ 5
5/5Affordability
3.6/5Customer Experience
4.5/5Coverage Options
Average Monthly Cost
$35 (men); $30 (women)*Based on 20-year term policy with $500,000 coverage amount for 40-year-old nonsmokers with average weight and health ratings.Average Annual Cost
$417 (men); $359 (women)*Based on 20-year term policy with $500,000 coverage amount for 40-year-old nonsmokers with average weight and health ratings.
Best Coverage Options: Prudential
Prudential
MoneyGeek Rating
4.1/ 5
4.2/5Affordability
3.4/5Customer Experience
4.8/5Coverage Options
Average Monthly Cost
$61 (men); $48 (women)*Based on a 20-year term policy with $500,000 coverage amount for 40-year-old nonsmokers with average weight and health ratings.Average Annual Cost
$735 (men); $578 (women)*Based on a 20-year term policy with $500,000 coverage amount for 40-year-old nonsmokers with average weight and health ratings.
Best Life Insurance in California by Policy Type
The top life insurance provider works for many people, but your best option depends on your needs. Here are top providers for various policy types:
Whole and Universal | North American | 5 | Whole: $691 (men) $602 (women) Universal: $295 (men) $251 (women) | Whole: $8,287 (men) $7,221 (women) Universal: $3,535 (men) $3,016 (women) |
Indexed Universal | Ethos | 5 | $328 (men) $275 (women) | $3,935 (men) $3,297 (women) |
Term | Legal & General | 4.7 | $44 (men) $35 (women) | $523 (men) $415 (women) |
Guaranteed Acceptance | Mutual of Omaha | 4.7 | $40 (men) $30 (women) | $482 (men) $365 (women) |
No-Exam | Pacific Life | 4.5 | $47 (men) $39 (women) | $566 (men) $464 (women) |
*Rates are estimates based on MoneyGeek's analysis and may not reflect your actual premium. Individual rates vary significantly based on health, lifestyle, and other underwriting factors. Contact insurers directly for personalized quotes.
Best Whole and Universal: Northern American
North American
MoneyGeek Rating
5/ 5
5/5Affordability
5/5Customer Experience
5/5Coverage Options
Average Whole Life Monthly Cost
$691 (men); $602 (women)*Based on average quotes for 40-year-old nonsmokers with $500,000 coverage amount.Average Whole Life Annual Cost
$8,287 (men); $7,221 (women)*Based on average quotes for 40-year-old nonsmokers with $500,000 coverage amount.Average Universal Life Monthly Cost
$295 (men); $251 (women)*Based on average quotes for 40-year-old nonsmokers with $500,000 coverage amount.Average Universal Annual Cost
$3,535 (men); $3,016 (women)*Based on average quotes for 40-year-old nonsmokers with $500,000 coverage amount.
Best Indexed Universal: Ethos
Ethos
MoneyGeek Rating
5/ 5
5/5Affordability
5/5Customer Experience
5/5Coverage Options
Average Monthly Cost
$328 (men); $275 (women)*Based on average quotes for 40-year-old nonsmokers with $500,000 coverage amount.Average Annual Cost
$3,935 (men); $3,297 (women)*Based on average quotes for 40-year-old nonsmokers with $500,000 coverage amount.
Best Term: Legal & General
Legal & General
MoneyGeek Rating
4.7/ 5
4.7/5Affordability
4.7/5Customer Experience
4.7/5Coverage Options
Average Monthly Cost
$44 (men); $35 (women)Based on average quotes for a 40-year-old with a 20-year term policy and $500,000 coverage amount.Average Annual Cost
$523 (men); $415 (women)Based on average quotes for a 40-year-old with a 20-year term policy and $500,000 coverage amount.
Best Guaranteed Acceptance: Mutual of Omaha
Mutual of Omaha
MoneyGeek Rating
4.7/ 5
4.9/5Affordability
4.5/5Customer Experience
4.8/5Coverage Options
Average Monthly Cost
$40 (men); $30 (women)*Based on average quotes for 50-year-old nonsmokers with $10,000 coverage amount.Average Annual Cost
$482 (men); $365 (women)*Based on average quotes for 50-year-old nonsmokers with $10,000 coverage amount.
Best No-Exam: Pacific Life
Pacific Life
MoneyGeek Rating
4.5/ 5
4.4/5Affordability
4.5/5Customer Experience
4.7/5Coverage Options
Average Monthly Cost
$47 (men); $39 (women)Based on average quotes for a 40-year-old with a 20-year term policy and $500,000 coverage amount.Average Annual Cost
$566 (men); $464 (women)Based on average quotes for a 40-year-old with a 20-year term policy and $500,000 coverage amount.
Compare Personalized Best California Life Insurance Picks
Find the best life insurance in California using the filterable table to see recommendations tailored to your unique needs and profile. Rates vary based on coverage, age, gender, health and term:
Data filtered by:
Select
Female
$1,000,000
10 years
| Lincoln Financial | $19 | $252 |
| North American | $24 | $281 |
| Midland National | $24 | $281 |
| Protective Insurance | $25 | $301 |
| Foresters Financial | $26 | $321 |
| Assurity | $27 | $332 |
| Cincinnati Life | $30 | $354 |
| Securian | $29 | $358 |
| Guardian Life | $32 | $378 |
| Principal National | $32 | $385 |
| CoreBridge | $32 | $388 |
| SBLI | $32 | $391 |
| Pacific Life | $33 | $400 |
| Mutual of Omaha | $34 | $402 |
| Columbus Life | $33 | $402 |
| Gerber Life (Fabric) | $34 | $403 |
| Life Insurance Co of The South West | $33 | $404 |
| National Life Group | $33 | $404 |
| Legal & General | $35 | $408 |
| AAA | $36 | $420 |
| Prudential | $34 | $422 |
| Ameritas | $36 | $427 |
| Equitable Life | $36 | $434 |
| Nationwide | $36 | $443 |
| Transamerica | $39 | $478 |
| John Hancock | $41 | $479 |
| Fidelity Life | $57 | $682 |
| Ethos | $94 | $1,125 |
*Rates in this table are based on average quotes for nonsmokers with average weight and health ratings. Individual costs will vary based on policy type and your profile.
How to Find the Best Life Insurance in California
Finding the right life insurance in California can feel overwhelming with so many options available. These tips help you navigate the best life insurance options and make a confident decision that fits your family's needs:
- 1Decide coverage beforehand
Figure out your life insurance coverage needs before you start shopping, which ensures you can compare prices fairly and avoid being oversold by agents.
Consider ten to 12 times your annual income, factoring in mortgage obligations, outstanding debts and major family expenses.
- 2Research costs for your profile
Investigate the average life insurance costs for your coverage level and personal profile. Life insurance rates are based on personal factors: age, health, gender and the coverage amount you choose.
Your profile drives most of the cost, so your location won't affect premiums.
- 3Compare company reputations
Rates depend mostly on personal factors, but a company's reputation matters too. Use J.D. Power ratings and check California Insurance Commissioner complaint ratios. Life insurance companies in California with ratios below 1.0 perform better than average. Consider local agent availability for complex claims and policy changes.
- 4Compare quotes through multiple avenues
Pricing varies depending on the source (independent agent, online resource or insurance agent), so explore multiple avenues for the best results.
Online platforms offer quick comparisons but may lack personalized underwriting. Independent agents provide multiple options and local expertise. Verify agent licenses through the California Department of Insurance.
- 5Prepare for Medical Exam Requirements
Most applications require a medical exam, but preparation improves your results and approval chances.
Schedule morning appointments and avoid caffeine 24 hours before. Fast for 8 hours if blood work is required. No-exam policies cost more but offer faster approval within days.
California Life Insurance Regulations
California provides strong consumer protections for life insurance policyholders. Knowing these safeguards helps you make informed decisions and understand your rights:
- Free Look Period: You have at least 10 days to review a new policy. If you’re 60 or older, this free look period extends to 30 days. You can cancel during this time for a full refund of premiums paid.
- Grace Period: For policies issued or renewed on or after January 1, 2023, insurers must allow at least 60 days before canceling a policy for missed payments. Coverage continues during this grace period.
- Contestability Period: Insurers can only contest claims within the first two years of a policy and only for material misrepresentations on your application.
- California Life and Health Insurance Guarantee Association: If your insurer becomes insolvent, this association provides financial protection for your policy up to 80% of the contractual obligation, capped at $250,000 in death benefits and $100,000 in cash surrender or withdrawal values per insured life.
- Death Benefit Payment: Insurers must pay valid death claims promptly. If benefits aren't paid within 30 days after receiving the required documentation, interest accrues on the amount owed.
Your Rights as a California Policyholder
Financial Protection Guarantees
Tax Benefits
Life insurance death benefits are generally income tax-free for California beneficiaries, consistent with federal law. Cash value growth inside a policy accumulates tax-deferred, though loans or withdrawals may trigger tax consequences. A tax professional can provide guidance for your specific situation.
Best Life Insurance in California: Bottom Line
In California, our top life insurance recommendations are Protective Insurance, Guardian Life, Lincoln Financial, Prudential, North American, Ethos, Legal & General, Mutual of Omaha and Pacific Life based on MoneyGeek's analysis. To find the right fit, determine a coverage level and compare quotes for the best deal.
California Life Insurance: FAQ
We answer common questions about life insurance for Californians:
What is the best life insurance in California?
Protective provides the best life insurance in California, with top-rated customer service nationwide, affordable pricing around $44 monthly for men and $36 for women and comprehensive life insurance options.
How do you get the best life insurance in California?
Finding the best life insurance in California means setting coverage goals, analyzing costs and evaluating insurer reputations before comparing quotes.
Do life insurance rates differ by state?
Life insurance rates are consistent across states, but coverage options and available riders may vary.
How We Decided the Best Life Insurance in California
California families balance the state's high cost of living with financial protection needs. We designed our research to help residents find the best life insurance companies in California for their specific financial circumstances.
We analyzed three factors: affordability, customer experience and coverage options. Companies earn up to five points in each category. We applied these weightings: Affordability (50%), Customer Experience (30%) and Coverage Options (20%).
Sample profile: We used a standard profile for California life insurance quotes: 40-year-old nonsmoker, 5'9" and 160 lbs for men, 5'4" and 120 lbs for women and average health rating. We collected quotes for different policy types with varying coverage amounts, then modified our sample by age, gender, health factors and smoking status. For guaranteed acceptance life insurance, we compared quotes for 50-year-olds with $10,000 coverage.
When we identified clear patterns in our rate data, we used those trends to project costs for additional profiles, giving us comprehensive coverage of what different California residents can expect to pay. This reveals which companies offer competitive rates while maintaining the financial strength and customer service standards that matter when your family files a claim.
About Mark Fitzpatrick
Mark Fitzpatrick is a senior content director at MoneyGeek with over five years of experience analyzing the insurance market, conducting original research and creating content that can be personalized for every buyer. He has been quoted on insurance topics in several publications, including CNBC, NBC News and Mashable.
Mark earned a master's degree in Economics and International Relations from Johns Hopkins University and a bachelor's degree from Boston College. He is passionate about using his economics and insurance knowledge to bring transparency around financial topics and help others feel confident in their money moves.
sources
- California Department of Insurance. "Bulletin 2021-8." Accessed September 23, 2025.
- California Department of Insurance. "Bulletin 96-02." Accessed September 23, 2025.
- California Department of Insurance. "Life Complaint Composite Report." Accessed September 23, 2025.
- California Department of Insurance. "Life Insurance Guide." Accessed September 23, 2025.
- California Legislative Information. "Insurance Code - INS Division 2. Classes of Insurance - Part 2. Life And Disability Insurance Article 4. Payment And Proceeds [10172.5]." Accessed September 23, 2025.