Overview Leaderboard Methodology
Industry Report

Life Insurance Carriers

Firms that sell term, whole, and universal life policies to provide death benefits and, in some cases, cash-value accumulation for individuals.

Brands tracked: 32
Brands analyzed: 32
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 257
Total responses: 1,295
Top Brand Overall?
MassMutual
56/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
State Farm
80

Highest score on the LBA metric.

Authority Leader?
Northwestern Mutual
40

Highest score on the Authority metric.

TOM Leader?
Protective
77

Highest score on the TOM metric.

Life Insurance Carriers has no dominant brand in AI responses

MassMutual is the top-ranked brand here, but its overall score of 56 reflects a competitive field rather than a dominant player. AI assistants answer category questions about Life Insurance Carriers with varied recommendations from query to query - users get a different set of suggestions each time. This is the kind of category where mid-tier brands still have room to move up.

Brand Leaderboard All 32 Life Insurance Carriers brands ranked

Ranked by overall AI Visibility Score (geometric mean of LBA, Authority, and TOM). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
MassMutual
massmutual.com
 78
34
65
56
2
Northwestern Mutual
northwesternmutual.com
 75
40
58
56
3
Pacific Life
pacificlife.com
 66
36
75
56
4
Protective
protective.com
 56
30
77
50
5
New York Life
newyorklife.com
 79
27
53
49
6
Haven Life
havenlife.com
 69
28
52
47
7
Banner Life
bannerlife.com
 66
22
59
44
8
Lincoln Financial
lincolnfinancial.com
 63
7
58
30
9
Prudential
prudential.com
 76
8
33
27
10
Penn Mutual
pennmutual.com
 63
11
21
24
11
Nationwide
nationwide.com
 74
5
23
20
12
State Farm
statefarm.com
 80
3
29
20
13
Bestow
bestow.com
 49
5
20
16
14
Mutual of Omaha
mutualofomaha.com
 72
3
19
15
15
Ethos
ethoslife.com
 47
3
12
12
16
Symetra
symetra.com
 48
2
16
12
17
Ladder
ladder.sport
 73
5
2
9
18
Principal
principal.com
 64
1
16
8
19
Gerber Life
gerberlife.com
 65
0
13
2
20
Guardian Life
guardianlife.com
 68
0
20
2
21
John Hancock
johnhancock.com
 70
0
9
2
22
SBLI
sbli.com
 44
0
8
2
23
Transamerica
transamerica.com
 60
0
18
2
24
Foresters Financial
foresters.com
 54
0
6
1
25
Globe Life
globelifeinsurance.com
 55
0
4
1
26
Securian Financial
securian.com
 52
0
1
1
27
Ameritas
ameritas.com
 54
0
0
0
28
Brighthouse Financial
brighthousefinancial.com
 45
0
0
0
29
Lafayette Life
lafayettelife.com
 48
0
0
0
30
MetLife
metlife.com
 75
0
0
0
31
National Life Group
nationallife.com
 50
0
0
0
32
Ohio National
ohionational.com
 48
0
0
0

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 257 shared Life Insurance Carriers prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Geometric mean of LBA, Authority and TOM: (LBA × Authority × TOM)^(1/3). Geometric mean is used so that any single weak metric pulls the overall score down, rather than being masked by strength elsewhere.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 257 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →