🎯 Bottom Line Up Front
Banner founded
American General founded
Both highly rated
Understanding Banner and American General: Company Overview
Key insight: Banner Life is a focused term life specialist known for competitive pricing, while American General is a comprehensive insurer offering extensive product variety and customization options.
Before comparing these companies, it’s essential to understand their market positions and operational philosophies, as they represent different approaches to serving the life insurance market.
Banner Life Insurance Company
Banner Life Insurance Company was founded in 1949 and has built a strong reputation as a premier provider of term life insurance. Part of Legal & General America, Banner focuses primarily on term life products with a clear value proposition: competitive pricing and straightforward coverage. The company is consistently ranked among the most affordable term life insurers and is widely available through independent agents nationwide. Banner’s streamlined approach and focus on core products have made it a favorite among price-conscious consumers seeking quality coverage.
Banner Life Insurance
- Founded in 1949 (76 years)
- Part of Legal & General America
- Headquarters in Frederick, Maryland
- A+ (Superior) from A.M. Best
- Focuses on competitive term life
- Straightforward product approach
American General Life Insurance Company
American General Life Insurance Company, part of American International Group (AIG) and now operating under Corebridge Financial, has been serving customers since 1919. American General offers a comprehensive portfolio of life insurance products, from term to sophisticated permanent policies. The company is known for its Select-a-Term product with industry-leading flexibility (18 different term lengths), living benefit riders, and extensive permanent life options. American General serves diverse market segments from young professionals to high-net-worth individuals seeking complex estate planning solutions.
American General (AIG)
- Founded in 1919 (106 years)
- Part of AIG/Corebridge Financial
- Headquarters in Houston, Texas
- A (Excellent) from A.M. Best
- Comprehensive product portfolio
- 18 term lengths, living benefits
Market Position Distinction
Banner Life operates as a focused specialist, concentrating on what it does best—competitively priced term life insurance with efficient underwriting and straightforward products. American General functions as a full-service provider, offering everything from basic term to sophisticated indexed universal life, serving customers who want comprehensive options and customization. Both approaches have merit: Banner excels at simplicity and value, while American General provides breadth and flexibility.
Financial Strength and Stability Comparison
Key insight: Both companies demonstrate exceptional financial strength with top-tier ratings, ensuring they can meet long-term obligations to policyholders.
| Rating Agency | Banner Life | American General | What It Means |
|---|---|---|---|
| A.M. Best | A+ (Superior) | A (Excellent) | Both have outstanding financial strength |
| Standard & Poor’s | AA- (Very Strong) | A (Strong) | Both excellent, with Banner slightly higher |
| Moody’s | Not rated independently | A2 (Positive Outlook) | Strong financial strength confirmed |
| Parent Company | Legal & General (AA-) | AIG/Corebridge (A) | Both are backed by major financial groups |
| Years in Business | 76 years | 106 years | Both have proven long-term stability |
Financial Stability Verdict
Both companies are financially superior choices. Banner Life’s A+ rating from A.M. Best and AA- from S&P, backed by Legal & General’s global strength, demonstrates exceptional financial stability. American General’s A rating and multiple agency confirmations, supported by AIG/Corebridge’s massive scale, provide equally robust security. Either company has the financial strength to honor commitments for decades and pay claims reliably.
Historical Performance
Banner Life
Consistent Stability: Banner Life has maintained strong financial ratings since its founding in 1949. The company survived multiple recessions and market cycles while consistently providing competitive term life products. Acquisition by Legal & General in 2012 strengthened its position significantly, providing additional capital and global backing. Banner has maintained its A+ Superior rating and continues its reputation for reliable claims paying.
American General
Recovery and Strength: American General, as part of AIG, navigated the 2008 financial crisis through significant restructuring. The life insurance operations maintained financial strength throughout, and recent corporate changes (Corebridge spin-off) have strengthened the position further. American General’s 106-year history demonstrates remarkable resilience, and current ratings reflect improved underwriting and solid capital position.
What This Means for You
Both companies have exceptional financial stability to honor their commitments for decades. When choosing between them, financial strength ratings shouldn’t be your primary deciding factor—both are among the strongest insurers in America. Focus instead on products, pricing, and which company’s approach better matches your specific needs and preferences.
Product Offerings: What Each Company Provides
Key insight: Banner specializes in streamlined term life products with competitive pricing, while American General offers comprehensive coverage across all life insurance categories with exceptional customization.
Banner Life Products
| Product | Coverage Range | Key Features |
|---|---|---|
| OPTerm | $100,000 – $10,000,000+ | Competitive term life, 10, 15, 20, 25, 30-year options |
| LadderTerm | Varies | Decreasing coverage to match changing needs |
| Custom Term | $100,000+ | Customizable coverage amounts and terms |
| Return of Premium Term | Varies | Get premiums back if you outlive the policy |
| Living Benefit Rider | Available on a term | Accelerated death benefit for terminal/chronic illness |
American General Products
| Product | Coverage Range | Key Features |
|---|---|---|
| Select-a-Term | $100,000 – $10,000,000+ | 18 different term lengths (10-35 years) – industry-leading |
| QoL Flex Term | Varies | Built-in living benefits for terminal/chronic/critical illness |
| Whole Life | Varies | Traditional permanent coverage with cash value |
| Guaranteed Universal Life (GUL) | Varies | Lifetime coverage guarantee with level premiums |
| Indexed Universal Life (IUL) | Varies | Market-linked growth potential with downside protection |
| Variable Universal Life (VUL) | Varies | Investment options within the policy |
Banner’s Strength: Competitive Simplicity
- Highly competitive term rates
- Straightforward product lineup
- Focus on what they do best
- Efficient underwriting process
- High coverage limits available
- Return of premium option
American General’s Strength: Comprehensive Options
- 18 term length options (10-35 years)
- Industry-leading 35-year terms
- Multiple permanent life choices
- Included living benefit riders
- IUL, GUL, and VUL options
- One-stop for all life insurance needs
Product Comparison Summary
Choose Banner if you want straightforward term life insurance at highly competitive rates, prefer simplicity over variety, or are shopping primarily on price for standard term lengths (10, 15, 20, 25, 30 years).
Choose American General if you want precise term customization (need 17, 23, or 33-year terms), require comprehensive permanent life options like IUL or GUL, want built-in living benefits, or prefer having all insurance options from one carrier.
Pricing and Value Comparison
Key insight: Banner is consistently among the most competitive for term life pricing, while American General offers value through product flexibility, precise term matching, and included living benefits.
Life insurance pricing is highly individualized. Both companies are competitive, but Banner often edges out American General on pure price for standard term products.
Sample Rate Comparison: $500,000 / 20-Year Term
| Age/Gender | Banner Life (Approx.) | American General (Approx.) | Better Value |
|---|---|---|---|
| 30-year-old Male | $23-27/month | $25-29/month | Banner typically lower |
| 30-year-old Female | $20-23/month | $22-25/month | Banner typically lower |
| 40-year-old Male | $40-45/month | $43-48/month | Banner often better |
| 40-year-old Female | $32-36/month | $35-39/month | Banner often better |
| 50-year-old Male | $88-95/month | $92-100/month | Banner typically lower |
| 50-year-old Female | $68-75/month | $72-80/month | Banner typically lower |
Important Pricing Notes
These are approximate ranges for healthy, non-smoking applicants on standard 20-year term policies. Actual rates depend on detailed health information, lifestyle factors, and underwriting classification. Banner is often more competitive on price for standard terms, while American General’s value comes from flexibility, precise term matching, and included living benefits. Both companies offer excellent rates—the “better value” depends on your specific profile and what features matter most to you.
Value Considerations Beyond Price
Banner’s Value Proposition
- Highly Competitive Rates: Often among the lowest-cost term life options in the market
- Price Leadership: Consistently ranks in top tier for affordability across age groups
- Return of Premium Option: Get all premiums back if you outlive the policy term
- High Coverage Limits: Can secure $5M-$10M+ policies at competitive rates
- Efficient Process: Streamlined underwriting means faster approvals
- Pure Value Focus: No-frills approach keeps costs low
American General’s Value Proposition
- Precise Term Matching: 18 term lengths mean you’re not overpaying for unnecessary years
- Included Living Benefits: QoL riders provide chronic illness protection at no extra cost
- Product Variety: One company for term, whole life, IUL, GUL, and VUL needs
- Longest Terms Available: 35-year options when competitors max out at 30
- Flexible Underwriting: Often accommodating for certain health conditions
- Comprehensive Planning: Can address complex financial strategies
The Price Verdict
For pure term life pricing, Banner is often the winner. If you’re shopping primarily on price for standard term lengths and want straightforward coverage, Banner consistently delivers outstanding value. American General’s pricing is competitive but typically slightly higher on standard terms; however, their value comes from flexibility (precise term lengths), included living benefits, and comprehensive product options. If you need a 23-year term instead of settling for 20 or 25, American General’s precise matching may save you money overall.
Target Markets: Who Each Company Serves Best
Key insight: Understanding each company’s ideal customer helps you identify which insurer is designed to serve people in your situation with your priorities.
Banner’s Ideal Customers
- Price-conscious shoppers
- Those wanting straightforward term life
- Healthy applicants seeking the best rates
- People prioritizing simplicity
- Standard term length needs (10-30 years)
- Those comparing multiple quotes
- Anyone wanting a proven low-cost leader
- High coverage amount needs at competitive prices
American General’s Ideal Customers
- Those needing precise term lengths
- Wanting comprehensive living benefits
- Seeking permanent life options (IUL, GUL)
- Need for 35-year terms
- Valuing product flexibility
- Complex financial planning needs
- One-stop insurance shopping preference
- Those wanting maximum customization
Detailed Scenario Analysis
Scenario 1: 35-Year-Old Seeking Lowest-Cost $1M 20-Year Term
Better Choice: Banner
Banner’s competitive pricing on standard term lengths makes them ideal for straightforward coverage needs. If you’re healthy, want a 20-year term, and are shopping on price, Banner consistently delivers some of the market’s lowest rates. American General is competitive, but Banner often edges them out on pure price for standard terms.
Scenario 2: 40-Year-Old Needing Coverage for Exactly 23 Years
Better Choice: American General
American General’s Select-a-Term offers precise 23-year terms. Why pay for 25 years when you only need 23? The ability to match coverage precisely to your timeline (mortgage payoff, retirement, etc.) can save money and provide exact protection. Banner offers standard terms (20, 25) but not 23-year precision.
Scenario 3: 28-Year-Old Wanting $2M Term with Return of Premium
Better Choice: Banner
Banner offers competitive return of premium term options. If you like the idea of getting all your premiums back if you outlive the policy, Banner provides this feature at competitive rates. American General offers term coverage, but Banner specializes in ROP term products.
Scenario 4: 45-Year-Old Seeking IUL for Retirement Planning
Better Choice: American General
American General offers comprehensive IUL products with strong features for wealth accumulation and retirement income strategies. Banner focuses on term life without IUL options. For permanent life insurance and cash value accumulation, American General has the products and expertise.
Scenario 5: 50-Year-Old Wanting $500K 30-Year Term
Better Choice: Could Go Either Way
Both companies offer 30-year terms at competitive rates. Banner likely has a slight price advantage, but American General includes living benefit riders. Compare quotes from both—Banner if pure price is priority, American General if living benefits add value for you.
Finding Your Fit
Ask yourself these questions:
- Is the lowest possible price my top priority? → Banner specializes in competitive pricing
- Do I need a non-standard term length (like 17, 23, or 33 years)? → American General offers precision
- Do I want the return of premium option? → Banner offers this feature
- Do I need permanent life insurance (IUL, GUL)? → American General has comprehensive options
- Do I value included living benefit riders? → American General includes these
- Do I prefer simplicity and straightforward products? → Banner’s approach
- Do I need a 35-year term? → American General offers this
Customer Service and Application Experience
Key insight: Both companies offer efficient application processes with strong customer service, though Banner emphasizes streamlined efficiency while American General provides comprehensive support for varied products.
Application Process Comparison
| Factor | Banner Life | American General |
|---|---|---|
| Online Quote | Yes – straightforward and fast | Yes – comprehensive calculators |
| Application Time | Quick – streamlined process | Moderate – thorough underwriting |
| Medical Exam | Required for most policies | Required for most traditional policies |
| Approval Speed | Fast – 2-3 weeks typical | Moderate – 2-4 weeks typical |
| Complexity | Simple, efficient | More comprehensive for varied products |
| Accelerated Underwriting | Available for qualified applicants | Available for qualified applicants |
Customer Service Ratings
Banner Life
- BBB Rating: A+ (Accredited)
- NAIC Complaints: Below average (good)
- Customer Reviews: Generally positive for value and simplicity
- Agent Network: Widely available through independents
- Claims Paying: Reliable 76-year history
American General
- BBB Rating: F (Not Accredited)
- NAIC Complaints: Below average (good)
- J.D. Power: 744/1000 (below industry average)
- Customer Reviews: Mixed – strong on claims, some process complaints
- Claims Paying: Excellent 106-year track record
Understanding the Ratings
BBB ratings and complaint ratios provide limited insight. Both companies successfully pay billions in claims and maintain efficient operations. Customer service experiences vary based on individual circumstances, agent quality, and specific situations. Banner’s higher BBB rating reflects its focused approach and smaller scale, while American General’s lower rating reflects its massive size and broader customer base. Both companies honor their commitments reliably. Consider these as one factor among many.
Application Experience Insight
Banner’s streamlined approach focuses on efficient term life underwriting, often resulting in faster, simpler processes for straightforward cases. American General’s more comprehensive underwriting accommodates varied products and complex situations, which can take longer but ensures appropriate coverage and classifications. Neither approach is inherently better; they serve different customer needs and product complexity levels.
Advantages of Choosing Banner
Key insight: Banner’s strengths center on competitive pricing, straightforward products, and efficient processes—ideal for price-conscious consumers seeking quality term life coverage.
Banner’s Core Advantages
- Highly Competitive Pricing: Consistently among the lowest-cost term life options in the market
- Price Leadership Reputation: Known industry-wide for outstanding rates
- A+ Superior Rating: Among the highest financial strength ratings from A.M. Best
- AA- from S&P: Very strong financial strength validation
- Legal & General Backing: Supported by a global insurance leader
- Streamlined Products: Easy to understand without overwhelming options
- Return of Premium Option: Get premiums back if you outlive the term
- High Coverage Limits: Can secure $5M-$10M+ at competitive rates
- Efficient Underwriting: Fast, straightforward approval process
- BBB A+ Rating: Outstanding consumer reputation
When Banner is the Smart Choice
You’re Shopping on Price
Lowest Cost Focus: If your primary goal is getting the absolute lowest rates for quality term life coverage, Banner should be on your shortlist. They consistently rank among the most affordable options for healthy applicants across age groups.
You Want Straightforward Term Life
Simplicity Advantage: If you need basic term life insurance without complexity—standard 10, 15, 20, 25, or 30-year terms—Banner’s streamlined approach provides exactly what you need without overwhelming you with options you don’t want.
You’re Comparing Multiple Quotes
Competitive Benchmark: Banner’s rates serve as an excellent benchmark when shopping. Their competitive pricing means you’ll know if other carriers are offering fair value. Banner ensures you’re getting a good deal.
You Want Return of Premium
ROP Specialist: If you like the idea of getting all your premiums back if you outlive the policy term, Banner offers competitive return of premium options. This provides both protection and a forced savings component.
Advantages of Choosing American General
Key insight: American General’s strengths center on product variety, customization, precise term lengths, and comprehensive permanent life options—ideal for those wanting flexibility and options.
American General’s Core Advantages
- Industry-Leading Term Flexibility: 18 different term lengths (10-35 years) allow precise coverage matching
- Longest Available Terms: 35-year terms are the longest in the industry from a major insurer
- Included Living Benefits: QoL riders provide chronic illness protection without extra cost
- Comprehensive Product Portfolio: Term, whole life, GUL, IUL, and VUL from one carrier
- High Coverage Capacity: Easily underwrite $5M-$10M+ policies
- Global Company Stability: AIG/Corebridge backing provides exceptional security
- Multiple Permanent Options: IUL, GUL, VUL for wealth-building strategies
- Flexible Underwriting: Often accommodating certain health conditions
- One-Stop Shopping: All life insurance needs from one trusted carrier
- 106-Year History: Over a century of proven performance
When American General is the Smart Choice
You Need Precise Term Length
Perfect Timing: Why pay for 20 years when you only need 17? Or settle for 25 when you need 23? American General’s 18-term options let you match coverage exactly to your specific needs—mortgage payoff date, retirement age, or when children finish college.
You Want Living Benefit Protection
Included Value: American General’s QoL riders provide accelerated death benefit access for terminal, chronic, or critical illness at no additional cost. This adds significant value beyond basic term coverage, providing protection if you become seriously ill during the policy term.
You’re Seeking Permanent Life Insurance
Comprehensive Options: If you want whole life, guaranteed universal life, indexed universal life, or variable universal life, American General offers all of these with competitive features. Their IUL and GUL products are particularly strong for wealth accumulation and retirement planning.
You Need a 35-Year Term
Longest Available: If you’re young and need the longest protection period available, American General’s 35-year terms are the longest in the industry. This is ideal for young parents or professionals who want protection extending well into their 60s or beyond.
Making Your Decision: Which Company is Right for You?
Key insight: The “right” choice depends on your priorities—lowest possible price and simplicity versus flexibility, customization, and comprehensive options.
Decision Framework
Choose Banner If:
- The lowest price is your top priority
- You want a straightforward term life
- You need standard term lengths (10-30 years)
- You prefer simplicity over variety
- You’re comparing multiple quotes
- You want the return of premium option
- You value A+ Superior rating
- You want a proven low-cost leader
Choose American General If:
- You need precise term length (17, 23, 33 years, etc.)
- You want included living benefit riders
- You need a 35-year term
- You’re seeking permanent life (IUL, GUL, VUL)
- You value product variety and flexibility
- You want one carrier for all insurance needs
- You need comprehensive estate planning
- You prioritize customization options
Common Decision Scenarios
| Your Situation | Better First Choice | Why |
|---|---|---|
| 35-year-old seeking the lowest $1M 20-year term | Banner | Consistently among the most competitive rates for standard terms |
| 40-year-old needing coverage for exactly 23 years | American General | Offers a precise 23-year term, Banner limited to standard lengths |
| 28-year-old wanting $2M with return of premium | Banner | Specializes in competitive ROP term options |
| 45-year-old seeking IUL for retirement planning | American General | Comprehensive IUL products, Banner focuses on term |
| 30-year-old needing $500K 35-year term | American General | Offers 35-year terms, Banner maxes at 30 years |
| 50-year-old wanting $1M 20-year with living benefits | American General | Includes living benefit riders, adds significant value |
The Smart Approach: Compare Both
Why choose when you can compare? The smartest strategy is obtaining quotes from both Banner and American General. Here’s what matters most:
- Banner will likely provide the lowest pure price for standard term lengths
- American General offers flexibility and features that may provide better overall value
- Your decision depends on whether you prioritize the lowest cost or maximum customization
- Both companies are financially strong and will honor their commitments reliably
Working with an independent agent who represents both companies ensures you get an objective comparison and can choose based on what matters most to your specific situation.
Important Considerations
Don’t choose based solely on company reputation—both are excellent. Your decision should be driven by:
- Whether you need standard or precise term lengths
- How much you value included living benefits
- Whether you want permanent life options now or in the future
- If the lowest possible price is your absolute top priority
Both companies will reliably honor their commitments—choose based on which company’s approach and products align better with your specific needs and priorities.
Frequently Asked Questions
Which company has better financial strength ratings?
Banner Life has a slightly higher rating with A+ (Superior) from A.M. Best and AA- from Standard & Poor’s, compared to American General’s A (Excellent) from A.M. Best. However, both ratings indicate exceptional financial strength and ability to pay claims. Banner’s edge in ratings is marginal, and both companies are among the strongest in the industry. Financial strength shouldn’t be your primary deciding factor between these two carriers.
Who offers lower term life insurance rates?
Banner Life is consistently among the most competitive term life insurers in the market and often offers lower rates than American General for standard term lengths (10, 15, 20, 25, 30 years). However, actual rates depend on your specific age, health, and coverage amount. Both companies offer excellent value, but Banner’s focus on term life pricing gives it an edge on pure cost for straightforward coverage.
Can I get a 35-year term from both companies?
No. American General offers 35-year terms as part of their Select-a-Term product with 18 different term length options. Banner Life’s longest term is 30 years. If you need coverage extending 35 years, American General is your only option between these two carriers. For young professionals and parents, the 35-year option can be valuable.
Does either company offer permanent life insurance like IUL?
American General offers comprehensive permanent life insurance, including indexed universal life (IUL), guaranteed universal life (GUL), whole life, and variable universal life (VUL). Banner Life focuses primarily on term life insurance without these permanent options. If you’re interested in permanent life coverage or cash value accumulation, American General has the products, while Banner specializes in term.
What are living benefit riders and which company includes them?
Living benefit riders allow you to access a portion of your death benefit while still alive if diagnosed with a terminal, chronic, or critical illness. American General includes Quality of Life (QoL) living benefit riders on many policies at no additional cost, adding significant value. Banner offers living benefit riders, but they may not be included by default. If living benefits are important to you, American General’s included riders provide clear added value.
Can I get a 17-year or 23-year term policy?
American General offers precise term lengths, including 17 and 23 years as part of their Select-a-Term with 18 total options (10, 11, 12, 13, 15, 17, 18, 20, 21, 23, 25, 27, 28, 30, 33, 35 years). Banner offers standard term lengths only (10, 15, 20, 25, 30 years). If you need coverage for a specific timeline that doesn’t match standard terms, American General provides the precision you need.
Which company has better customer service?
Banner Life has higher consumer ratings with BBB A+ accreditation and below-average NAIC complaints. American General has lower ratings (BBB F, though not accredited), but also below-average complaints and a strong claims-paying history. Both companies honor their commitments reliably. Your experience will depend more on your specific agent than the company itself. Banner’s smaller scale and focused approach may result in more streamlined service.
Should I get return of premium term life insurance?
Return of premium (ROP) term returns all your premiums if you outlive the policy, but costs 2-3 times more than standard term. It’s essentially forced savings. Banner offers competitive ROP options. Consider ROP if you want the protection but don’t want to “lose” money if you survive the term. However, for most people, standard term plus investing the difference yields better returns. Both companies can provide guidance on whether ROP makes sense for your situation.
Ready to Compare Banner and American General?
Don’t guess which company is better for you—let’s get you personalized quotes from both Banner Life and American General so you can make an informed decision based on real rates and product features tailored to your specific situation.
Free comparison quotes – Independent advice on both companies
