Life insurance is a promise that may not be tested for 30 years. So it says something when customers report trusting their insurer less than they did a year ago.
That’s the headline from J.D. Power’s 2026 U.S. Individual Life Insurance Study, released Oct. 8. Overall customer satisfaction barely moved, landing at 649 on a 1,000-point scale, down 1 point. But trust, the single most important factor in the study, fell 9 points.
Who’s losing faith
The drop wasn’t even. Among Gen Z customers, trust fell 39 points. Among customers with poor or fair credit scores, it fell 28 points. Those are the people for whom a policy lapse or a surprise fee can hurt the most.
J.D. Power also found how fragile trust is. A single negative experience, like struggling to reach a representative, an unexpected fee change, or a cut in service, dropped trust satisfaction by 96 points.
What builds trust back
The study found trust is highest (757) when customers interact with their insurer through several channels, such as an agent, an app, and a website. It’s lowest (581) when customers have no interaction at all. Put simply, the policy you buy and never hear about again is the one you’re most likely to stop trusting.
There was also a split by how the policy was sold. Satisfaction with policies bought directly from an insurer’s call center, website or bank fell 12 points to 684. Satisfaction with policies sold through an agent, broker, or financial advisor rose 6 points to 645. Direct channels still scored higher overall, but they’re moving in the wrong direction.
Nationwide ranked highest with a score of 701, followed by State Farm (692) and Mutual of Omaha (680). The study surveyed 6,145 customers between July 2025 and July 2026.
What to ask before you buy
Ratings help, but the best protection is asking good questions up front. Here are the ones worth bringing to any agent or website:
- What exactly am I buying? Term, whole, or universal life work very differently. Ask for a plain-English summary of what’s guaranteed and what isn’t.
- Can the premium or fees change? Some policies let the insurer raise costs later. Get it in writing.
- What happens if I miss a payment? Ask about the grace period and how you’ll be notified.
- How financially strong is the company? Look up its ratings from independent agencies such as AM Best.
- How do I reach a real person? Try calling customer service before you sign. If it’s hard now, it won’t get easier during a claim.
- How is the agent paid? Commissions are normal, but knowing how they work helps you judge the advice.
- Who are my beneficiaries, and how do they file a claim? Make sure your family knows the policy exists and where the paperwork is.
Keep the relationship alive
J.D. Power’s findings suggest something practical: stay in touch with your policy. Review it once a year, update beneficiaries after big life changes, and set up online access so you can check its status yourself.
Trust in an insurer shouldn’t be blind. The more you know about your policy, the less you have to take on faith.