Protective Insurance tops our list of the best life insurance companies in California, earning a MoneyGeek score of 4.85 out of 5 for its customer service, affordability and coverage options. We also recommend Lincoln Financial, Guardian Life and Prudential as some of the best alternatives.
Best Life Insurance Companies in California (2025)
Updated: October 6, 2025
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Key Takeaways
Based on MoneyGeek's analysis, Protective Insurance offers the best life insurance in California. Lincoln Financial is the most affordable option, with monthly rates averaging $35 for men and $30 for women.
The best California life insurance provider may vary depending on your needs. Guardian Life ranks first for customer experience, while Prudential is the best for coverage options.
The best life insurance company also varies by policy type. Legal & General is the best for term life insurance policies. Pacific Life offers the best no-exam policy, while North American is the top option for whole and universal life insurance.
For Californians seeking specialized policy types, Ethos and Mutual of Omaha are among the top choices for indexed universal and guaranteed acceptance life insurance, respectively.
To get the best life insurance in California, we recommend 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 might differ based on your needs. Below, we explore 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
To make finding the best life insurance in California easier, we've added a filterable table that lets you see recommendations tailored to your unique needs and profile. Rates vary based on coverage, age, gender, health and term.
Data filtered by:Results filtered by:
Select
Age:20
Select
Gender:Female
Select
Coverage Level:$1,000,000
Select
Term: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 key tips will help you navigate the best life insurance options and make a confident decision that fits your family’s needs.
- 1
Decide coverage beforehand
Figure out your life insurance coverage needs before you start shopping. It ensures you can compare prices fairly and avoid being oversold by agents.
Consider 10-12 times your annual income. Factor in mortgage obligations, outstanding debts, and major family expenses.
- 2
Research costs for your profile
Investigate the average life insurance costs for your coverage level and personal profile. Life insurance rates are based primarily on personal factors such as age, health, gender and the amount of coverage you choose.
Your profile drives most of the cost, so your location typically won't affect premiums.
- 3
Compare company reputations
Rates depend mostly on personal factors, but a company's reputation locally 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.
- 4
Compare quotes through multiple avenues
Pricing can vary depending on the source, whether it be an 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 California's insurance department at insurance.ca.gov.
- 5
Prepare for Medical Exam Requirements
Most applications require a medical exam, but preparation can improve 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 when purchasing coverage.
- 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, Lincoln 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
Explore our expert answers to common questions about life insurance for Californians.
What is the best life insurance in California?
Protective Insurance provides the best life insurance in California, with top-rated customer service nationwide, affordable pricing at 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 to make an informed decision.
Do life insurance rates differ by state?
No, life insurance rates are generally consistent across states, but coverage options and available riders may vary.
How We Decided the Best Life Insurance in California
California families face a unique challenge when choosing life insurance: balancing the state's high cost of living with the need for adequate financial protection. We designed our research to help residents find the best life insurance companies in California that provide meaningful protection for their specific financial circumstances.
We analyzed three key factors that matter most when choosing life insurance in California, creating a scoring system that prioritizes what families actually pay while ensuring companies remain financially stable and customer-focused. Here's how we evaluated each insurer:
MoneyGeek's Scoring System
In our unique scoring system, companies can earn up to five points in each of three categories. We applied the following base weightings to score insurers:
- Affordability (50%)
- Customer Experience (30%)
- Coverage Options (20%)
Sample Customer Profile
MoneyGeek used a standard profile to obtain life insurance quotes in California:
- 40-year-old nonsmoker
- 5'9" and 160 lbs for men
- 5'4" and 120 lbs for women
- 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 the best guaranteed acceptance life insurance, we compared quotes for 50-year-olds with $10,000 coverage amount.
When we identified clear patterns in our rate data, we used those trends to project costs for additional customer profiles, giving us comprehensive coverage of what different California residents can expect to pay.
This approach reveals which companies consistently offer competitive rates across California's diverse regions while maintaining the financial strength and customer service standards that matter when your family needs to file 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.