🎯 Bottom Line Up Front
Assurity founded
North American founded
Both highly rated
Understanding Assurity and North American: Company Overview
Key insight: Both companies are mutual organizations with over 135 years of proven stability, but they serve different market segments with distinct product philosophies.
Both Assurity and North American share a common foundation as mutual insurance companies, meaning they’re owned by policyholders rather than shareholders. This structure allows both to prioritize long-term stability over short-term profits. However, their market approaches and product specializations differ significantly.
Assurity Life Insurance Company
Assurity Life Insurance Company traces its roots to 1890, making it one of America’s longest-standing insurers with 135 years of continuous operation. The company was formally established in 2007 through the merger of three longstanding insurers: Woodmen Accident and Life, Security Financial Life, and Lincoln Direct Life. This consolidation brought together over a century of combined insurance expertise under the Assurity name.
Assurity Life Insurance Company
- Founded in 1890 (135 years)
- Headquarters in Lincoln, Nebraska
- A- (Excellent) from A.M. Best
- Mutual company owned by policyholders
- Certified B Corporation since 2015
- $22+ billion of life insurance in force
- $2.6 billion in assets
- Focuses on affordability and accessibility
What Makes Assurity Unique
In 2015, Assurity became a Certified B Corporation—the largest insurance company to achieve this distinction at the time. This certification demonstrates the company’s commitment to social and environmental responsibility, transparency, and accountability. As a mutual organization, Assurity prioritizes serving policyholders’ interests over generating stockholder profits, allowing the company to maintain competitive pricing and focus on long-term stability.
North American Company for Life and Health Insurance
North American Company was founded in 1886, making it slightly older than Assurity, with 139 years of continuous operation. The company has been part of Sammons Financial Group since its acquisition, which itself is owned by Sammons Enterprises, a diverse holding company. Unlike publicly-traded insurers, North American’s private ownership structure allows it to focus on long-term value creation without quarterly earnings pressure.
North American Company
- Founded in 1886 (139 years)
- Headquarters in West Des Moines, Iowa
- A+ (Superior) from A.M. Best
- Part of Sammons Financial Group (private)
- Comdex Score of 89
- Over 463,000 life insurance policies
- Paid $547 million in death claims (2024)
- Specializes in IUL and permanent life
North America’s Market Position
North American has earned recognition as a top-5 Indexed Universal Life provider in the industry. The company’s focus on sophisticated permanent life insurance products, particularly IUL, has positioned it as a leader for customers seeking cash value accumulation and wealth-building strategies through life insurance. Sammons Financial Group has repeatedly been named to Glassdoor’s list of best places to work, reflecting a strong corporate culture and employee satisfaction.
Financial Strength and Stability Comparison
Key insight: Both companies demonstrate excellent financial stability with strong ratings, though North American holds a slightly higher rating. Both have survived over 135 years of economic cycles, proving their long-term reliability.
| Rating Agency | Assurity | North American | What It Means |
|---|---|---|---|
| A.M. Best | A- (Excellent) | A+ (Superior) | Both have an excellent ability to meet obligations |
| Standard & Poor’s | Not rated | A+ (Strong) | North America has additional validation |
| Fitch Ratings | Not rated | A+ (Stable) | Strong financial strength rating |
| Comdex Score | Not available | 89 (out of 100) | Ranks in the top tier of insurers |
| Years in Business | 135 years (since 1890) | 139 years (since 1886) | Both have proven long-term stability |
| Total Assets | $2.6 billion | Part of Sammons (substantial) | Both have strong capital positions |
Financial Stability Verdict
Both companies are financially sound and reliable. Assurity’s A- rating and 135-year history demonstrate solid stability, particularly impressive for a company focused on affordable, middle-income coverage. North America’s A+ rating (second-highest possible) and Comdex score of 89 reflect exceptional financial strength, ranking it among the industry’s top performers. Either company has demonstrated the financial capacity to honor claims and maintain policies for decades to come.
Historical Performance and Longevity
Assurity Life Insurance Company
Consistent Stability: With roots dating back to 1890, Assurity has survived the Great Depression, multiple recessions, world wars, and the 2008 financial crisis while continuously serving policyholders. The company’s A- rating has remained stable since 2019, and its mutual structure has allowed it to weather economic storms by prioritizing policyholder interests. In 2016 alone, Assurity paid out nearly $192 million in combined death benefits and living benefits, demonstrating reliable claims-paying ability across all economic conditions.
North American Company
Superior Track Record: Founded in 1886, North American has operated through every major economic challenge in American history, spanning three centuries. The company’s A+ rating was affirmed as recently as August 2024, reflecting consistent excellence in financial management. In 2024, North Americans paid over $547 million in death claims on life insurance policies, demonstrating substantial claims-paying capacity. The company’s 139-year history without a single missed claim payment speaks to its enduring reliability.
What This Means for You
Both companies have the financial stability to honor their long-term commitments. North American’s slightly higher ratings reflect its position within a larger financial group and focus on higher-premium permanent life products, while Assurity’s excellent ratings demonstrate strong performance despite serving a more affordability-focused market. When choosing between them, financial strength shouldn’t be your primary deciding factor—focus instead on which company’s products, pricing, and service model better align with your specific needs.
Product Offerings: What Each Company Provides
Key insight: Assurity focuses on straightforward, affordable term and whole life coverage with fast underwriting, while North American specializes in sophisticated Indexed Universal Life products and comprehensive permanent life solutions.
Assurity Life Insurance Products
| Product | Coverage Range | Age Range | Key Features |
|---|---|---|---|
| Term Life (Accelerated UW) | $25,000 – $10,000,000 | 18-75 | 10, 15, 20, 30-year terms; No exam up to $1M (ages 18-50) |
| Whole Life Protect+ | $10,000+ | 0-85 | Participating, dividends eligible, death benefit focus |
| Whole Life Perform+ | $10,000+ | 0-85 | Participating, cash value accumulation emphasis |
| Single Premium Whole Life | Varies | Varies | One-time payment, legacy planning, asset transfer |
| Universal Life | $25,000+ | 15 days – 85 | Flexible premiums, level/increasing benefits, no-lapse guarantee |
| Children’s Whole Life | $10,000+ | 0-17 | Juvenile coverage with guaranteed insurability |
North American Company Products
| Product | Coverage Range | Key Features |
|---|---|---|
| ADDvantage Term Life | Varies | 10, 15, 20, 30-year terms; Convertible to age 95; Renewable |
| Builder Plus IUL 4 | Varies | Tax-free income focus, max-funded design, volatility reduction |
| Rapid Builder IUL | Varies | Wealth-building emphasis, robust accumulation |
| Legacy Optimizer IUL | Varies | Estate planning focus, legacy transfer optimization |
| Guaranteed Universal Life (GUL) | Varies | Lifetime coverage guarantee to age 120, lower cost permanent |
| Whole Life | Varies | Traditional permanent with guaranteed cash value growth |
Assurity’s Strength: Simplicity & Speed
- Straightforward product lineup
- Accelerated underwriting up to $1M
- Instant decisions in 30 minutes are possible
- Return of Premium option available
- Affordable whole life options
- Single premium for legacy planning
- 11 optional riders for customization
North American’s Strength: IUL Excellence
- Top-5 IUL provider in the industry
- Three distinct IUL products for different goals
- Market-linked growth with downside protection
- Built-in living benefits at no extra cost
- Flexible premium structures
- Multiple index strategies available
- Comprehensive permanent life portfolio
Product Comparison Summary
Choose Assurity if you want affordable term life, straightforward whole life coverage, fast underwriting without medical exams, or single-premium options for estate planning. Assurity’s products are designed for ease of understanding and quick approval.
Choose North American if you’re interested in Indexed Universal Life for wealth accumulation, need sophisticated permanent life insurance with market-linked growth potential, want comprehensive living benefits, or are planning complex estate strategies requiring advanced IUL features.
Pricing and Value Comparison
Key insight: Assurity generally offers more competitive pricing for term life insurance, while North American’s IUL products provide value through sophisticated wealth-building features. Neither is universally cheaper—pricing depends heavily on your age, health, and chosen product type.
Life insurance pricing varies significantly based on individual factors, including age, gender, health status, lifestyle, coverage amount, and policy type. The examples below provide general guidance, but your actual rates will differ based on your specific circumstances.
Sample Rate Comparison: $500,000 / 20-Year Term
| Age/Gender | Assurity (Approx.) | North American (Approx.) | Better Value |
|---|---|---|---|
| 30-year-old Male | $28-32/month | $30-35/month | Assurity often better |
| 30-year-old Female | $23-27/month | $26-30/month | Assurity often better |
| 40-year-old Male | $48-55/month | $50-58/month | Competitive/similar |
| 40-year-old Female | $40-46/month | $42-48/month | Competitive/similar |
| 50-year-old Male | $130-145/month | $135-150/month | Competitive/similar |
Important Pricing Notes
These are approximate ranges for healthy, non-smoking applicants with standard or better health classifications. Actual rates depend on detailed health information, prescription history, lifestyle factors, family medical history, occupation, hobbies, and more.
Both companies offer competitive pricing within their respective market segments. Always obtain personalized quotes from both insurers to see actual rates for your specific situation.
Value Considerations Beyond Price
Assurity’s Value Proposition
- Accelerated Underwriting: Get decisions in as little as 30 minutes, providing peace of mind quickly
- No Medical Exam Options: Qualify for up to $1M without exams if you’re age 18-50 and meet criteria
- Return of Premium Available: One of the few carriers offering ROP on 20 and 30-year terms
- Competitive Term Pricing: Often beats competitors for middle-income families seeking affordability
- Participating Whole Life: Potential for dividends on whole life policies (not guaranteed)
- Low Complaint Ratio: NAIC complaint ratio of 0.13 (well below industry median of 1.0)
North American’s Value Proposition
- IUL Market Leadership: Top-5 provider means proven product performance and competitive features
- Wealth Building Focus: IUL products designed specifically for tax-advantaged accumulation
- Living Benefits Included: Accelerated death benefits for qualifying illnesses at no additional cost
- Interest Bonuses Available: Multiple bonus opportunities on specific index allocations
- Flexible Premium Structures: Adjust payments as financial circumstances change
- Multiple Index Strategies: Choose from various indices to align with risk tolerance
- Private Ownership Benefits: Not subject to quarterly earnings pressure or stockholder demands
The Price Verdict
Neither company is universally cheaper. Assurity tends to be more competitive for straightforward term life insurance, particularly for younger to middle-aged applicants seeking affordable coverage without complex features. North American’s value shines in permanent life products, especially IUL, where the wealth-building features and market participation provide value beyond simple death benefit protection. For term life, compare Assurity first. For IUL and sophisticated permanent coverage, North American deserves serious consideration.
Target Markets: Who Each Company Serves Best
Key insight: Understanding each company’s ideal customer helps you identify which insurer is better positioned to serve your specific needs and financial goals.
Assurity’s Ideal Customers
- Young adults and families (18-50)
- Middle-income households seeking affordability
- Those wanting fast approval without exams
- Term life shoppers prioritizing value
- Parents seeking children’s life insurance
- People wanting straightforward products
- Customers valuing B Corp certification
- Legacy planners needing single-premium options
North American’s Ideal Customers
- Ages 30-60 planning retirement income
- High-income earners seeking wealth building
- Those interested in market-linked growth
- Customers wanting sophisticated IUL products
- Estate planning with multi-generational goals
- Business owners needing advanced strategies
- People comfortable working with financial advisors
- Those seeking tax-advantaged accumulation
Detailed Scenario Analysis
Scenario 1: 28-Year-Old New Parent Needing $500K Term
Better Choice: Assurity
Assurity’s accelerated underwriting term life insurance offers competitive pricing for young adults, the possibility of instant approval without a medical exam, and straightforward 20 or 30-year terms perfect for covering dependents until they’re adults. The affordability and simplicity make Assurity ideal for growing families focused on protecting their children’s future without complicated products.
Scenario 2: 45-Year-Old Professional Building Retirement Income
Better Choice: North American
North American’s Builder Plus IUL 4 is specifically designed for tax-free retirement income strategies. The max-funded design, market index participation with downside protection, and built-in living benefits make it ideal for affluent professionals who’ve maxed out other retirement accounts and want tax-advantaged wealth accumulation with permanent death benefit protection.
Scenario 3: 35-Year-Old Single Professional Wanting Whole Life
Better Choice: Assurity
Assurity’s new Whole Life Protect+ or Perform+ products, launched in 2025, offer participating whole life insurance with potential dividends, accelerated underwriting up to $1M, and affordable premiums. For someone wanting traditional whole life without needing complex IUL features, Assurity provides excellent value with a mutual company structure that prioritizes policyholder interests.
Scenario 4: 52-Year-Old Business Owner Doing Estate Planning
Better Choice: North American
North American’s Legacy Optimizer IUL is purpose-built for estate planning with multi-generational wealth transfer goals. The combination of death benefit guarantees, cash value growth potential, and flexible premium structures allows sophisticated estate planning strategies that a basic whole life policy cannot match. Business owners typically benefit from working with advisors who specialize in North American’s comprehensive IUL products.
Scenario 5: Parents Wanting Life Insurance for Children
Better Choice: Assurity
Assurity’s Children’s Whole Life product is specifically designed for juvenile coverage with guaranteed insurability riders. The straightforward application, affordable premiums, and focus on building permanent coverage for children from birth make Assurity the natural choice for parents wanting to secure their children’s insurability for life.
Finding Your Fit
Ask yourself these questions:
- Do I primarily need affordable term life protection? → Assurity is designed for you
- Am I interested in IUL for wealth accumulation? → North American specializes in this
- Do I want fast approval without medical exams? → Assurity’s accelerated underwriting excels
- Am I planning tax-advantaged retirement income strategies? → North American’s IUL products shine
- Do I prefer straightforward, easy-to-understand products? → Assurity’s strength
- Do I want market-linked growth with downside protection? → North American’s IUL expertise
- Am I comfortable working with financial advisors on complex products? → North American requires agent relationships
Customer Service and Application Experience
Key insight: Assurity offers a more streamlined, technology-driven application process with the possibility of instant approvals, while North American focuses on advisor-guided applications for their more complex products.
Application Process Comparison
| Factor | Assurity | North American |
|---|---|---|
| Online Quote | Yes – instant quotes available online | Yes for term – must work with the agent for permanent |
| Application Time | Fast – sometimes 30 minutes for a term | Moderate – 48-72 hours for WriteAway UW |
| Medical Exam Requirement | Often waived – up to $1M for ages 18-50 | WriteAway option available for qualified applicants |
| Approval Speed | Very fast – instant to 48 hours possible | Moderate – depends on product and underwriting |
| Agent Required | Optional – can apply online for some products | Yes – all policies through licensed agents |
| Online Management | Yes – MyAssurity portal available | Yes – online portal for policy management |
Customer Service Ratings
Assurity
- BBB Rating: A+ (Accredited)
- NAIC Complaint Index: 0.13 (well below median)
- Customer Service Hours: Monday-Friday business hours
- Online Portal: MyAssurity for policy management
- Claims Handling: Phone, email, fax, or mail options
- B Corporation: Certified for social responsibility
North American
- BBB Rating: Not rated/Not accredited
- AM Best Rating: A+ (Superior) financial strength
- Claims Paid (2024): Over $547 million
- Agent Support: Dedicated financial professionals
- Glassdoor Recognition: Best places to work (Sammons)
- Claims Department: Dedicated life claims team
Understanding Service Differences
Assurity’s low NAIC complaint ratio (0.13 versus industry median of 1.0) indicates fewer consumer complaints relative to its size—a strong positive indicator. North American’s requirement to work through agents reflects the complexity of their IUL products, which benefit from professional guidance. Both companies pay claims reliably—service quality often depends more on the specific agent or representative you work with than the company itself.
Professional Insight
“Both companies have proven track records of reliable claims payment. Assurity excels when clients want a straightforward, technology-enabled experience with fast approvals. North American provides excellent advisor support for clients pursuing sophisticated permanent life strategies. The choice depends on whether you prefer DIY convenience or professional guidance for complex products.”
– InsuranceBrokers USA Management Team
Advantages of Choosing Assurity
Key insight: Assurity’s strengths center on affordability, speed, simplicity, and accessibility—making them excellent for customers who value straightforward coverage and fast approval.
Assurity’s Core Advantages
- Lightning-Fast Underwriting: Accelerated underwriting can provide decisions in as little as 30 minutes for qualified applicants
- Exceptional No-Exam Options: Qualify for up to $1 million without medical exams (ages 18-50), reducing barriers to coverage
- Competitive Term Pricing: Often beats competitors for middle-income families seeking affordable protection
- Return of Premium Available: One of the few carriers offering ROP benefits on 20 and 30-year terms
- Low Complaint Ratio: NAIC ratio of 0.13 means far fewer complaints than the industry average
- Participating Whole Life: New 2025 products offer dividend potential (not guaranteed)
- Mutual Company Structure: Owned by policyholders, not stockholders, aligning interests
- B Corporation Certified: Only major insurer with this certification, demonstrating social responsibility
- 135-Year Track Record: Survived every major economic crisis since 1890
- Online Application Available: Apply for term coverage completely online when convenient
- Children’s Products: Specialized juvenile whole life with guaranteed insurability
When Assurity is the Smart Choice
You Value Speed and Convenience
Perfect Fit: If you want coverage quickly without the hassle of medical exams, long waiting periods, or complex applications, Assurity’s accelerated underwriting delivers. Many healthy applicants receive instant approvals and can have coverage in force the same day they apply.
You’re Seeking Affordable Term Life
Budget-Friendly: Assurity’s term life products consistently rank among the most affordable options for families. If you need substantial death benefit protection ($500K-$1M) at the lowest possible monthly premium, Assurity should be on your comparison list.
You Prefer Straightforward Products
Simplicity Matters: If complex IUL illustrations, multiple index strategies, and sophisticated permanent life features seem overwhelming, Assurity’s straightforward term and whole life products offer clarity. You get solid coverage without the learning curve.
You Want Return of Premium
Rare Feature: Assurity is one of the few carriers offering genuine ROP benefits on term policies. If you like the idea of getting your premiums back if you outlive the term, Assurity makes this option accessible and affordable.
Advantages of Choosing North American
Key insight: North American’s strengths lie in sophisticated IUL products, market leadership in indexed universal life, and comprehensive permanent life solutions designed for wealth accumulation.
North American’s Core Advantages
- Top-5 IUL Provider: Industry-recognized leader in Indexed Universal Life products with proven track record
- Three Distinct IUL Products: Builder Plus IUL 4, Rapid Builder, and Legacy Optimizer serve different financial goals
- Superior Financial Rating: A+ (Superior) from AM Best—second-highest possible rating
- Comdex Score of 89: Ranks in the top tier of all life insurance companies for financial strength
- Market-Linked Growth Potential: IUL policies participate in market indices with downside protection
- Built-In Living Benefits: Accelerated death benefits are included at no additional cost
- Multiple Interest Bonuses: Bonus opportunities on specific index allocations enhance performance
- Private Ownership Benefits: No quarterly earnings pressure or stockholder demands
- 139-Year History: Founded in 1886, it has survived three centuries of economic challenges
- Comprehensive Permanent Portfolio: GUL, IUL, whole life, and universal life options
- Massive Claims Capacity: Paid over $547 million in death claims in 2024 alone
- Flexible Premium Structures: Adjust payments as financial circumstances change
When North American is the Smart Choice
You’re Building Wealth Through Life Insurance
Wealth Accumulation Expert: If you’ve maxed out 401(k)s and IRAs and want tax-advantaged wealth building, North American’s IUL products are specifically designed for this purpose. The combination of market participation, downside protection, and tax-deferred growth creates a powerful accumulation vehicle.
You Want Retirement Income Strategies
Tax-Free Income Focus: The Builder Plus IUL 4 is purpose-built for generating tax-free retirement income through policy loans. For high-income earners planning supplemental retirement income beyond traditional accounts, this represents sophisticated planning.
You Need Superior Financial Strength
A+ Rating Matters: If maximum financial security is your priority, North American’s A+ (Superior) rating and Comdex score of 89 place it among the strongest insurers in America. This is particularly important for permanent life insurance spanning decades.
You’re Doing Estate Planning
Legacy Optimization: The Legacy Optimizer IUL provides sophisticated estate planning features, including death benefit guarantees, flexible premium options, and cash value accumulation for multi-generational wealth transfer. Business owners and high-net-worth individuals benefit from these advanced capabilities.
You Value Market Participation
Growth Potential: If you want your life insurance cash value to benefit from market growth while being protected from market losses, North American’s IUL products deliver. The 0% floor ensures you never lose money due to negative market performance, while the index participation provides upside potential.
Making Your Decision: Which Company is Right for You?
Key insight: The “right” choice depends entirely on your specific situation—there’s no universally superior company, only the best fit for your individual needs, goals, and preferences.
Decision Framework
Choose Assurity If:
- You need affordable term life insurance
- You want fast approval without medical exams
- You prefer straightforward, easy-to-understand products
- You’re age 18-50 seeking up to $1M coverage
- You want Return of Premium options
- You value B Corp social responsibility
- You prefer online application convenience
- You need children’s whole life coverage
Choose North American If:
- You’re interested in Indexed Universal Life
- You want market-linked growth with protection
- You’re building tax-advantaged wealth
- You need sophisticated permanent life products
- You’re planning retirement income strategies
- You want an A+ (Superior) financial strength
- You need estate planning with IUL features
- You value working with financial advisors
Common Decision Scenarios
| Your Situation | Better First Choice | Why |
|---|---|---|
| 32-year-old parent, $500K term for 20 years | Assurity | Competitive term pricing, fast approval, and affordable premiums |
| 45-year-old professional, IUL for retirement income | North American | Top-5 IUL provider, Builder Plus, designed for tax-free income |
| 28-year-old wanting $750K without exam | Assurity | No-exam options up to $1M for ages 18-50 |
| 50-year-old business owner, estate planning | North American | Legacy Optimizer IUL for sophisticated estate strategies |
| Parents wanting coverage for their 5-year-old child | Assurity | Children’s whole life is specifically designed for juveniles |
| 38-year-old wanting whole life for cash value | North American | IUL offers superior cash accumulation vs. traditional whole life |
The Smart Approach: Compare Both
Why choose when you can compare? The smartest strategy is obtaining information from both Assurity and North American for your specific situation. What matters most is:
- Which company offers better rates for YOUR specific age, health, and coverage needs
- Which products align with YOUR financial goals (simple protection vs. wealth building)
- Which application process suits YOUR preferences (online DIY vs. advisor-guided)
- Which company philosophy resonates with YOUR values (B Corp vs. private ownership)
Working with an independent agent who represents both companies ensures you get an objective comparison and the best possible outcome for your unique situation.
Important Considerations
Don’t choose based on brand recognition alone. Both Assurity and North American are reputable, financially sound companies with over 135 years of proven performance. Your decision should be driven by:
- Which products fit your specific coverage and financial goals
- Which offers better pricing for your age and health profile
- Which application process matches your preferences and timeline
- Which company is designed to serve customers in your situation
Both companies will reliably honor their commitments for decades to come—choose based on practical fit and product alignment, not just financial ratings.
Frequently Asked Questions
Which company has better financial strength ratings?
North American has a higher A.M. Best rating (A+ vs. A-) and is rated by multiple agencies, including S&P and Fitch. North American also has a Comdex score of 89, placing it in the top tier of insurers. However, Assurity’s A- rating still indicates excellent financial strength and claims-paying ability. Both companies have survived over 135 years of economic cycles, proving long-term reliability.
Can I get life insurance without a medical exam from either company?
Yes, both offer no-exam options. Assurity’s accelerated underwriting provides coverage up to $1 million without exams for ages 18-50, often with instant approval. North American offers WriteAway Accelerated Underwriting for qualifying applicants on certain products. If avoiding medical exams is a priority, Assurity generally has broader no-exam availability.
Which company is better for Indexed Universal Life insurance?
North American is clearly superior for IUL products. They’re recognized as a top-5 IUL provider in the industry with three distinct IUL products (Builder Plus IUL 4, Rapid Builder, Legacy Optimizer) designed for different goals. Assurity does not currently offer Indexed Universal Life—their focus is on traditional term and whole life products.
Who offers lower rates—Assurity or North American?
For term life insurance, Assurity generally offers more competitive pricing, particularly for younger to middle-aged applicants. For permanent life products, pricing comparison is complex because the products serve different purposes—Assurity’s whole life is simpler, while North American’s IUL includes wealth-building features. Get personalized quotes from both for an accurate comparison.
Do I need to work with an agent to buy from these companies?
Assurity allows online applications for some term life products without an agent, though you can work with one if you prefer. North American requires working with licensed financial professionals for all products—they don’t sell directly to consumers. This reflects the complexity of North American’s IUL products, which benefit from professional guidance.
Which company is better for building retirement income?
North American is significantly better for retirement income strategies. Their Builder Plus IUL 4 is specifically designed for tax-free retirement income through policy loans, and their market-linked IUL products provide growth potential. Assurity’s traditional whole life builds cash value but isn’t optimized for retirement income planning like North American’s IUL products.
How do these companies compare on customer service?
Assurity has a BBB A+ rating and excellent NAIC complaint ratio (0.13, well below the industry median of 1.0), indicating strong customer service. North American isn’t BBB rated, but has an A+ financial strength rating, and parent company Sammons has been recognized as a best place to work. Both companies pay claims reliably—service quality often depends on the agent or representative you work with.
What makes Assurity unique compared to other insurers?
Assurity is the largest insurance company to achieve Certified B Corporation status (since 2015), demonstrating commitment to social and environmental responsibility. They also offer one of the few genuine Return of Premium options on term policies, and their NAIC complaint ratio is exceptional at 0.13—far below the industry average.
Ready to Compare Assurity and North American for Your Situation?
Don’t guess which company is better for you—let’s get you actual information from both Assurity and North American so you can make an informed decision based on your specific needs, whether that’s affordable term life or sophisticated IUL for wealth building.
Free comparison consultation – Independent advice on both companies
