Primerica Life Insurance Review
.png){kind=small}
Primerica life insurance Review (2025 update)
Primerica is a financial services company that specializes in providing term life insurance products to individuals and families. The company was founded in 1977 by Arthur L. Williams Jr. under the name A.L. Williams & Associates. It rebranded as Primerica in 1991 and has since grown to become a leading provider of life insurance and other financial services.
Primerica operates through a network marketing model, which means independent agents sell its products. It has been criticized for having a similar model to multi-level marketing (MLM) companies, but rest assured—Primerica emphasizes that this is simply a hybrid insurance agency model that offers opportunities for entrepreneurs.
Learn more: Life insurance brokers vs. agents
Primerica life insurance: Our verdict ★★★★☆ 3.9/5
If you're looking for an affordable insurance plan, Primerica probably won’t be your top choice. Generally speaking, life insurance with Primerica costs significantly more than with other companies. Some reviews also note that communication with the company can be challenging. However, its Custom Advantage and TermNow policies offer benefits such as renewable policies to age 95 and an increasing benefit rider.
High-net-worth people who want agent-guided term life insurance and don’t mind paying higher premiums.
Primerica pros and cons
When you’re choosing a life insurance company, it’s important to weigh the benefits of the company against the potential downsides. We’ve made it easy for you to evaluate what Primerica is offering:
Pros
Cons
Primerica life insurance reviews and customer service
Overall customer service rating: ★★★☆☆ (3.5/5.0)
Primerica’s customer service ratings are mixed. Its Google reviews skew very high, a sentiment that isn’t shared among Trustpilot and Insureye users. Policyholders from those websites often cite poor communication, difficulties with cancellations, and general frustration with the company.
Google: 4.8
Trustpilot: 2.3
Insureye: 2.6
Overall, Primerica earns an average rating for customer service. The company’s strengths lie in its financial reliability and reputation, but prospective customers should be aware that their experience will depend heavily on the insurance agent they work with.
Primerica term insurance products at a glance
The tables below outline Primerica’s core life insurance options, including its TermNow and Custom Advantage term life insurance products.
Other insurance products from Primerica
Primerica offers three optional riders so you can customize your term life policy for added flexibility and protection. Here’s a breakdown of each one:
How Primerica compares to other insurers
Before you settle on a company for your life insurance, be sure to compare coverage and quotes from other providers. We’ve done some of the work for you:
Primerica life insurance vs. PolicyMe life insurance
Both companies sell term life, but the way you buy (and what you pay) can differ.
Cost
Primerica sells term-only coverage through agents, with terms of up to 35 years and guaranteed renewability to age 95. Pricing will vary based on age, health, and term length, but the advisor-led channel appeals to shoppers who prefer one-on-one guidance.
PolicyMe is a fully digital, direct-to-consumer insurer offering streamlined online applications and term options ranging from 10 to 30 years. This model helps keep expenses down and pricing competitive, allowing policyholders to enjoy some of the lowest term life insurance rates in Canada.
Customer experience
If you want human guidance, Primerica operates via a large network of independent representatives. Day-to-day experiences can vary depending on the advisor you’re working with, as is common with agent-led models.
If you prefer a fast, self-serve process, PolicyMe’s fully online journey and strong public review scores may stand out.
The bottom line: Who should consider Primerica?
If you want an advisor-led experience from start to finish, Primerica is a good choice. It suits individuals who prefer to discuss their options with a representative, need assistance determining the right amount of coverage, and appreciate having straightforward term-only options. Primerica also makes sense if you value having a long-term relationship with an agent who checks in over time and can suggest add-ons as your life changes.
FAQ
Our goal is to provide you with honest, trustworthy information to help you make informed decisions. While our content is created with insurance experts, it is for educational purposes only and should not be considered definitive professional financial advice.
We recommend seeking the counsel of a licensed financial advisor before making any decisions regarding insurance or personal finance.
Our mission is to empower Canadians to make informed financial decisions. To achieve this, we have an expert editorial team that includes licensed insurance advisors and financial planners. We prioritize the best interests of Canadian families and won't endorse any product, company or financial strategy that we believe isn't suitable. Our educational guides are crafted by in-house experts, like licensed life insurance advisors. Before publication, we subject our research and advice to scrutiny and comprehensive revisions for accuracy and completeness.
Our mission is to empower Canadians to make informed financial decisions. To achieve this, we have an expert editorial team that includes licensed insurance advisors and financial planners. We prioritize the best interests of Canadian families and won't endorse any product, company or financial strategy that we believe isn't suitable. Our educational guides are crafted by in-house experts, like licensed life insurance advisors. Before publication, we subject our research and advice to scrutiny and comprehensive revisions for accuracy and completeness.